Jack LeBlanc, an MBA student at the University of Wisconsin at Madison, recently purchased a small ice cream and frozen yogurt business close to campus to help pay his way through the program. Even though Wisconsin has cold winters, ice cream and frozen yogurt generally sell well year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing.

1. Jack decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he should do is

A) Develop a questionnaire.

B) Identify a sample frame.

C) Define the problem to be researched.

D) Conduct store exit interviews. E) collect secondary data.

2. Jack developed a research design to aid his investigation. This design included a questionnaire that attempted to measure "ice cream taste preference"; however, Jack's professor said that the questionnaire measured not "ice cream taste preference" but something else. The professor was questioning the research design's

A) Reliability.

B) Significance.

C) Truthfulness.

D) Corroboration.

E) Validity.

3. Jack went to the university library and collected everything he could find on the ice cream and frozen yogurt industries. The type of data he collected are known as ___________ data.

A) Primary

B) Secondary

C) Descriptive

D) Exploratory

E) Mixed

4. Besides administering the questionnaire, Jack observed people who came into his store, making notes about their appearance and behavior. The type of data he collected are ___________ data.

A) Indirect

B) Mechanical

C) Secondary

D) Primary

E) Direct

5. Before administering the questionnaire, Jack discovered through talking to other ice cream retailers that, although Asian Indians make up a small percentage of the town's population, they purchase large amounts of ice cream. In light of this, Jack decided to include a minimum of 25 percent Asian Indians in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ___________ sampling.

A) Quota

B) Stratified

C) Random

D) Representative

E) Area