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Attitudes Determined by Direct Eiethods
PURPOSE ALID PROCEDURE UF THE SECOKD SURVEY 0
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_pOm adver advertising appearing Arthur Godfrey asked attitude toward radio attitudes toward advertising bought last brand's radio advertising brands advertised brands of products brands whose radio buy the brands Cent Chesterfield cigarettes chi-square test Class coefficients commercials appear commrcials consumers employed ﬁg floor wax I I I I identify the brands indicate Instruction Sheet interview Jack Benny program kind of advertising never O_OOH O_OQH Prell presented in Table products advertised purchase certain brands purchase of brand purchasing behavior questionnaire Quota Sheet radio listeners Refer to Item regularity of purchase respondent response card second survey selected for study shampoo socio-economic level sponsors statements best describes Tabla television third survey three brands tising total sample Twin Cities usually bought Women TOTAL