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Admap Advertising Research Volume analysis attitudes audience authors behaviour brand campaign Census choice commercials conducted Conference March 1995 conjoint conjoint analysis consideration set Consumer Research Volume copy test coupons customer satisfaction decision decoy effects described discussed ESOMAR estimates experiment groups households International Journal interviews Journal of Advertising Journal of Consumer Journal of Marketing judgements mail survey Market Research Society Marketing Research Volume Marketing Volume 12 measures mental accounting methodology methods Number organisational panel paper perceptions polls predictions product category programme Public Opinion purchase qualitative research questionnaire questions radio relationship reported Research Society Conference Research Society Volume Research Today Volume Research Volume 32 retail role sample scales segments semiotics September 1995 social Society Conference March Society Volume 37 spiral of silence strategy suggest target techniques telephone theory Today Volume 23 TV advertising variables Wacker Drive Chicago