Body or content

The body or content consists of questions that cover information needed to solve the marketing problem. The range of topics covers facts, knowledge, opinions and attitudes, motives and possible future behaviour. Factual questions include such things as ownership, shopping/buying behaviour and media exposure as well as knowledge possessed by respondents. Questions also attempt to measure opinions and attitudes - feelings about products, firms and advertising. There is also the measurement of motives, still more difficult and uncertain in dependability of results. Finally, there is possible future behaviour. Questioning in this last area must bear in mind that results are an expression of attitude and not an accurate prediction of behaviour. People are often willing to describe their plans, but these may often not be carried out.

You are Hired

You are Hired

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