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To a very large degree, people experience and interact with their surroundings from a visual perspective. An often-cited advantage of mail- and Internet-based surveys over telephone surveys is the ability to present information (such as concepts, scales, and question wording) in a visual manner, easing the cognitive burden on respondents and allowing for richer, more meaningful responses. Yet all surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true decision making process utilized by consumers.
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