Question: Coors Brewing Company is considering changing the design of the Coors Lite bottle. The new bottle will have a slimmer and taller type of design. What type of marketing research study (exploratory, descriptive or causal) do you recommend for assessing the merits of the proposed change? What types of research methods would you suggest - and why? In discussing your choice of methods, you can address both qualitative (e.g., interviews, observation, etc.) and quantitative (surveys, statistical models using secondary data, etc.) methods.