During the mall intercept, two different interviewers asked respondents the same questions. The research company found a significant amount of variation in the responses given to each interviewer. The company felt the variation was a result of differences due to:
a. temporary personal factors.
b. situational factors.
c. characteristics that were measured.
d. variations in administration.
Question 2
With respect to the purchase decision process, prospect's are most interested in:
a. Features that produce benefits addressing their buying motives d. Only the features and benefits others have talked about
b. All features and benefits of a particular product e. All of the above
c. Only the features and benefits they are familiar with
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