6. This question assumes knowledge and could only be asked of someone who has the figures to hand. It also asks for what could be confidential information which a respondent might be reluctant to give. The word ‘profit’ has different meanings for different people, especially if the question is asked by an interviewer, rather than read by the respondent. In an often quoted case, when this question was used, the respondent took it to mean ‘prophet’ and as such was unable to answer the question