Marketing researchers are faced with making research design decisions on a regular basis. Developing the ability to determine an appropriate research design for a study is critical to the success of the research. Researchers must have a thorough understanding of the purpose of a research study before making research design decisions. Using the Random Scenario Generator (RSG), you will provide an applicable research design for the given situation. You will be prompted to select 1 of the 3 options for each of the variables. Once you have selected from each variable category, the resulting scenario is to be the basis for your work on this Assessment. Each student’s scenario will be documented. In this Assessment, you will demonstrate your ability to choose a research design for a marketing research study, using the following criteria: • Conduct a literature review using secondary data to inform research design decisionmaking. • Formulate hypotheses for a research study. • Explain the independent and dependent variables for a research study. • Determine an appropriate research design to address the problem. • Conduct a marketing environmental scan. • Explain why the research design was chosen. • Compare the three basic types of research designs. • Explain pros and cons of exploratory, descriptive, or causal research. • Explain the appropriate data collection methods for a chosen research design. • Use reasoning skills supported by a minimum of three peer-reviewed research resources to substantiate your research design decision-making.