11. Qualitative research: A. is essentially the same as quantitative research. B. generally employs rigorous mathematical analysis. C. is subjective in nature. D. is objective in nature.

12. In a(n), knowledgeable people should be selected because they are articulate individuals rather than because the researcher want to obtain a representative probability sample. A. depth interview B. word association test C. experience survey D. structural analysis

13. When McDonalds tries out a new menu item in a single restaurant to determine customer response to that item, this is an example of: A. an experience survey B. a situational analysis C. a thematic apperception test D. a case study

14. When a research holds a 90-minute discussion with a manager in order to determine this managers ideas about the feasibility of a new product launch, this is an example of: A. a case study B. a depth interview C. secondary data analysis D. word association

15. When a credit card company tracks information about its customers age, gender, income, and past credit history to determine patterns that make an individual a good or a bad credit risk, this is an example of: A. customer discovery data mining. B. sequence discovery data mining. C. market basket analysis. D. market potential.

16. Which of the following questions would NOT be asked when evaluating secondary data? A. Do the data apply to the time period of interest? B. Do the data apply to the population of interest? C. Are the units of measurement comparable? D. All of the above would be asked.