Many survey studies conclude with the suggestion that insights from the field may be required to explain unhypothesized results or to explore the process by which variables interact to produce results. Notable recent examples include Ittner et al.'s (2003, 739) call for "... improved methods for eliciting what firms mean by a 'balanced scorecard,'" as well as the need to explore more deeply the disconnection between perceptual satisfaction with management accounting systems and organizational performance. Baines and Langfield- Smith (2003) interpret statistically the cross-sectional variation in exogenous and endogenous influences on management accounting system change, and then highlight the need to understand the actual drivers or catalysts for change and the time lags over which change occurs. Also using survey data, Kennedy and Affleck-Graves (2001) find that firms adopting activity-based costing (ABC) techniques outperform matched non-ABC firms in stock market performance. However, they highlight that their findings accentuate the still unresolved paradox raised by Gosselin (1997) that if ABC firms outperform non-ABC firms, why do not more firms implement ABC and why do so many stop using it? Concluding questions of this kind are common in survey research, and they are frequently suited to cross-sectional field study investigation.