1. Reality in marketing research is ______.

1. relative
2. absolute
3. irrelevant

2. The contribution of marketing research to organisational value is a trade-off between ______.

1. benefits and sacrifices
2. profit and losses
3. good and bad

3. Ontology is the science that deals with ______.

1. ethics in marketing
2. the nature of reality
3. knowledge creation

4. Human perception affects ______.

1. profit
2. epistemology
3. ontology

5. Epistemology focuses on ______.

1. the process of marketing research
2. beauty
3. knowledge creation

6. A piece of marketing research should ultimately aim to satisfy which of the following statements?

1. something is true
2. something is false
3. something is important

7. A research paradigm essentially comprises every ______ made by a researcher.

1. experience
2. assumption
3. thought

8. It is hard to produce ______ theory (in marketing).

1. grand
2. middle-range
3. substantive

9. A conceptualisation can be thought of as the mid-point between secondary and ______ research.

1. external
2. internal
3. primary

10. Deductive reasoning can be characterised as ______.

1. introspective
2. top-down
3. both

11. Inductive reasoning is typically seen as ______.

1. bottom-up
2. useless
3. theory-driven

12. Theory has ______ power.

1. massive
2. little
3. predictive

13. Abductive reasoning accepts the idea of ______ information.

1. perfect
2. basic
3. imperfect

14. Descriptive research typically looks at ______ issues.

1. summarising
2. describing
3. both

15. A research objective stems directly from a(n) ______.

1. research question
2. book
3. epistemology

16. Marketing research maintains the importance of its ______ at all times.

1. epistemology
2. ontology
3. process

17. A model is a ______.

1. hypothetical explanatory structure or mechanism
2. flexible instrument for primary research
3. personal interpretation of a phenomenon

18. Explanatory is a type of research aiming at ______.

1. providing absolute certainties about life
2. shedding light on the causes behind an issue
3. dealing with different realities

19. Researchers in marketing should initially reflect more about ______.

1. research questions
2. ontological perspectives
3. data collection

20. Marketing research is about making sense of ______.

1. complexity
2. hypotheses
3. models