Behaviours ultimately
reflect the impact of the marketing mix and serve as measures for gauging
performance. Therefore, the aim of behavioural questions is to obtain accurate,
fact-based information, and to achieve this, the questions should be framed in
a manner that elicits accurate responses.
Of relevance is the choice of these words — “usually”
versus “last time”. For example, the question “What brand of soft drinks do you
usually buy?” will elicit a different response from the question “What
brand of soft drinks did you buy last time?” Responses to “usually buy” exhibit
central tendency, i.e., the tendency to gravitate towards the few leading
brands that the respondent chooses most of the time. It is appropriate for
assessing the individual’s
purchasing behaviour. On the other hand, “buy last time” elicits a wider range
of brands that more accurately reflects the behaviour of the population.
