During the interview, respondents were asked
four questions: (1) Are you familiar with or ever heard
of the company?; (2) Would the company be able to
meet some of your needs?; (3) Are you interested in
receiving literature from the company?; and (4) Are
you interested in having one of the company’s sales
representatives call on you? Obviously, the real name
of the company was substituted into these questions.
The response categories for the first two questions
were “yes,” “no,” and “unsure,” while the response
categories for questions 3 and 4 were “yes” and “no.”
Respondents who answered “no” or “unsure” to
question 1 were given a brief description of the
company in order to familiarize the buyer with the
company. It should be noted that the sequence of four
questions contain cognitive, affective, and behavioral
dimensions; and questions 3 and 4 are designed to
measure increasingly higher levels of commitment than
each of the earlier questions.