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　　For the development of Crunchy Nut (a product), K company has used various methods of primary data collection. Primary market data may involve qualitative research or quantitative research. Qualitative data is connected more about opinions, feelings and attitudes. Quantitative data is in numerical form and is usually gathered from a large sample of respondents.

　　Qualitative research establishes a conversation with consumers. It prompts consumer reaction to, for example, a new product idea and helps researchers understand what they think of it, how it makes them feel, why they find it interesting or not.

　　Qualitative research may be obtained through focus groups, where a moderator captures feedback from a group of six or seven consumers to the ideas shown to them. Those ideas may take the format of drawings or having new food prototypes to taste. Quantitative research may use questionnaires administered to large numbers of respondents. This allows statistical analysis. It may involve the use of scales, so numbers get associated with a particular meaning, for example, on an evaluation scale of 1 to 7, where 1 means very poor and 7 means excellent. Crucially those numbers need to be interpreted to enable the business to understand the consumers’ overall response.

　　1.What is the passage about? ( )

　　A. The development of Crunchy Nut.

　　B. K Company’s production line.

　　C. Qualitative data collection.

　　D. Two approaches to data collection.

　　【答案】D。主旨概括题，观察首段可知A选项内容只是背景介绍，只是为了引出K公司;B选项在文中并没有提及;C选项是文章部分内容;根据首段第二句话Primary market data may involve qualitative research or quantitative research可知D选项更全面。故正确答案是选项D。

　　2.How to get quantitative data of a food product? ( )

　　A. By asking people to taste the product.

　　B. By having meeting with the food makers.

　　C. By sending questionnaires to a large of people.

　　D. By analyzing the ingredients of the product.

　　【答案】C。根据题干关键词quantitative data可以定位至第三段Quantitative research may use questionnaires…可知C选项正确。A选项根据关键词taste定位至第三段Qualitative research may be …having new food prototypes to taste.可知taste说的是qualitative下的内容;选项BD文中均未提及。故正确答案是选项C。

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