1. All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.
a. using the Internet
b. engaging students to design and carry out projects
c. checking out rivals
d. engaging professors to design and carry out projects
e. hiring syndicated-service research firms to conduct projects
 
2. The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place?
a. Step 1—defining the problem.
b. Step 1—creating decision alternatives.
c. Step 1—drafting the research objectives.
d. Step 2—develop the research plan.
e. Step 3—information collection.
 
3. Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.
a. quantitative
b. qualitative c.
psychographic
d. covert
e. subliminal
 
4. If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method.
a. simple random
b. stratified random
c. cluster
d. judgment
e. convenience