1. What is ‘Verstehen’ in relation to marketing research?

1. any approach that focuses on qualitative issues like social meanings
2. any orientation that favours quantitative practices
3. neither of these

2. What are the key issues with ‘Big Data’ in relation to marketing research?

1. easy to confuse with ‘Small Data’
2. hard to capture, store, manage and analyse
3. too broad and generic to be meaningful

3. Marketing research can be thought of as ‘user-inspired’; who would be responsible for such a view?

1. Guba
2. Pasteur
3. Schumpeter

4. Complexity is ______.

1. easy to understand
2. hard to understand
3. neither of these

5. Marketing research helps with ______.

1. decision making
2. being right
3. complicating life

6. Market research focuses on ______.

1. operational needs of marketing
2. analysing markets
3. providing inspiration

7. Marketing research is ______ process.

1. logical, lengthy and linear
2. fun, superficial and random
3. systematic, critical and in-depth

8. Unstructured research can yield valid knowledge.

1. True
2. False

9. Sense making is dependent upon ______.

1. social interactions
2. personal interactions
3. professional interactions

10. Pluralists views of marketing research are influenced by ______.

1. post-modernism
2. post-positivism
3. both post-modernism and post-positivism

11. ______ is an example of ‘inward-looking’ orientation in marketing.

1. ‘Market’
2. ‘Product’
3. ‘Relationship’

12. Contemporary marketing research tends to focus on value co-creation.

1. True
2. False

13. By and large, a marketing information system provides ______.

1. structure
2. flexibility
3. both structure and flexibility

14. Online communities are providing no insight.

1. True
2. False

15. Marketing dashboards help with integrating ______.

1. data, processes and viewpoints
2. information, opinion and anecdotes
3. knowledge, beliefs and attitudes

16. Collecting and processing information for specific purposes produces incremental advantages.

1. True
2. False

17. Marketing research should use ______ elements.

1. convoluted
2. creative
3. both convoluted and creative