1. For which purpose, quantitative may be more appropriate than qualitative research?

(a) To know consumer motivations. (b) To estimate the sizes of market segments.

(c) To generate ideas (d) To understand in-depth emotions and feelings of consumers.

2. Which are categorical among the following? Pick two.

(a) Schools you attended (b) Income in $ (c) Weight in Pound (d) Older than 30 or not (e) Distance in miles

3. Which of the following is true of a dependent variable in Regression?

(a) There is one and it is continuous. (b) It is supposed to affect independent variables

(c) It is always significant. (d) It is categorical.

4. In our price research, we found that the price level was very closely related to the sales amount of the product. Which of the following is true of the correlation between the price and sales?

(a) Close to 1 (b) Close to 0 (c) Close to .3 (d) Close to -.3 (e) Close to -1

5. We coded Gender as 1 if the respondent was female and 0 otherwise. The average of Gender was 0.6. What does it mean?

(a) There are 40 females. (b) 60% are female. (c) Gender is important. (d) For many, gender information is missing.