Lack of control over respondent

Since the recipient of a postal questionnaire can see and examine all the questions before answering any, there is no control over the sequence in which the questions are exposed. This lack of control limits the scope of questions in the postal questionnaire. For instance, we cannot ask for unaided recall of advertising slogans for household goods and then ask about the names of household goods recalled showing a list. Such a list would help people connect household goods' names with advertising messages.

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