Short Answers: Not more than two words

1. The degree of difference between two cultures in terms of politics, technical and economic experiences, language, religion, size is called:

2. In market research, interviews with groups of people to collect data on opinions and viewpoints about a market, product, service, etc. is a type of .....source.

3. A method of data collection of primary sources in which the situation of interest is watched, and the relevant facts, actions or behaviours recorded:

4. A method of measurement for market research involving non-numerical measurements such as emotions or impressions:

5. Also known as "desk research". Sourcing market studies that have already been conducted and are available from conventional libraries, electronic and other sources.