Marketing Research:

1. What are the differences between descriptive and experimental design? Which one would you use if you want to find out whether there is a relationship between sales and using a celebrity spokesperson in advertising? Why?

2. You have to design an experiment to test the above-specified relationship. Which one is the dependent variable and which the independent variable? How would you manipulate the independent variable and how would you measure the dependent variable in order to test for the relationship? Describe the experiment that you would design.