Abstract:

The market researcher depends, for much of the information he needs, upon the respondent's memory of his/her own behaviour, particularly buying behaviour and behaviour relation to the mass media. Amongst other things, the market researcher may need to know; when specific kinds of buying occurred; the frequency of such buying, what brand was bought, the quantity bought. He may want to know about the respondent's recent exposure to press, television, radio, cinema, posters and possibly certain things about the nature of that exposure. These and other of the things he may want to know depend in part upon the respondent drawing upon memory - and doing so, moreover, under the conditions of the survey interview.