3. Which one of the following is a measuring method of behavioral segmentation? a. Climate b. Stage in the purchase funnel c. Gender d. Income 4. What is one possible tool to understand the benefits of your products compared with your competitor's products in the process of positioning? a. Perceptual Map b. Positioning Statement c. Design your 4Ps d. Developing the buyer persona 5. Which one of the following does not belong to the key stages along the purchase funnel? a. Ignorance b. Appreciation c. Awareness d. Consideration 6. Which one of the following does not belong to the 5Vs of big data? a. Volume b. Velocity c. Vision d. Variety 7. How many interviews are enough for a market research? a. Until you can predict what will be said b. 10 c. 50 d. 100 8. What is the advantage of using purchase data for market research? a. Isolate key needs/features for product design b. Know the complete list of customer needs that drive purchase decisions c. Purchase data are always available d. Link various customer needs to actual purchase 9. Which one of the following is not the role of ethnographic observation? a. "Live" the customer experience b. Observe customers in their natural choice settings c. Mine the vast amount of data on social media d. Uncover hard-to-articulate customer needs 10. Which one of the following is not the best practice of designing surveys? a. Keep sample representativeness in mind b. Make it easy for customers to answer c. Provide the context d. Provide incentive for truth-telling, if feasible