Moral philosophy (also known as virtue ethics) this school of thought posits that ethical decisions are based on one’s moral virtue.Motivations inner states that direct our behavior toward a goal.Multichotomous questions provide several alternatives to respondents.Multivariate association measures of the relationship among more than two variables to determine if there is a relationship and if so, the strength of that relationship.Netnography ethnography that studies the consumer behavior of online communities.Nominal scale: the lowest level of measurement. It measures difference in kind (male, female, member, nonmember, and the like).Nonprobability sampling sampling techniques that do not involve the selection of sample elements by chance.Nonresponse error occur when some of the elements of the population selected to be part of the sample do not respond.Nonsampling error is introduced into the research results from any source other than sampling.Null hypothesis a statement about a population parameter or value that is made specifically to test whether or not a state-ment is true. It is usually expressed as a negative statement of no difference or no association between or among variables. The null hypothesis is tested and is either accepted or rejected.Observation methods involves the process of physically or mechanically recording some specific aspect of a consumer’s activity or behavior.Open-ended questions provide an unlimited range of replies the respondent can make.Operational definition indicates what observable attributes of the construct will be measured and the process that will be used to attach numbers to those attributes so as to represent the quantity of the attributes.Opportunity a chance to improve overall performance.Oral report an oral presentation of the research project high-lighting the research objective, findings and recommendations of the research person or team and usually accompanies the written report.Ordinal scale goes a step further than the nominal scale to introduce a direction of difference.Personal interviewing face-to-face method is employed when the survey is too long to conduct over the telephone or there might be material to show the respondent.Plan of analysis specifications of how the data will be bro-ken down and the analytical techniques to be used to process the data.Population or universe often this universe is called a target population because of the importance of focusing on exactly who the study objects are and where they are located.Predictive or pragmatic validity the success of measures used for estimating purposes.Primary data data that is collected explicitly for the research study at hand. Data that is not available in a secondary form that must be collected to address the specific needs of our research.