Questions 1-10

23/24  D/E (in any order)
  
D: specialist language = jargon . . . the examples of 
‘psychographics’, ‘coolhunting’ and ‘asynchronous 
research’ terms; too much use = put off by
  
E: findings = results; wrong = unreliable . . . The 
supposed developments . . . never occur.
 
 Distraction
 A: Stella suggests some businesses 
people ‘think they already know everything they 
need to know’, but Nathan rejects this, saying it’s 
a criticism of those people, not market research; 
B: Nathan says it’s difficult for businesses to see 
a direct causal link between research and profits, 
but Stella says businesses should be able to see 
this; C: Nathan says the excuse sometimes used by 
managers that they don’t have time for research 
is ‘poor’.