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Editor's Page — JVIB Extract

Since Editor's Pages do not have abstracts, we have provided an extract of the beginning of the text.

Extract: Anyone who ventures into a shopping mall is at risk of being approached by marketing researchers, trying to lure them to express their opinions on anything from cereal to soda to hair care products. The questions asked in these consumer surveys are usually constructed as multiple-choice items so the answers can be tallied and compared easily. If you have responded to this kind of survey, you may have felt frustrated that the researcher controlled your answers simply by the structure of the question. You probably had little opportunity to describe your feelings, reactions, and the reasons for your opinions.

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