Achieving a good response rate is a goal in every survey. Response rate has also become an interesting academic debate. On one side Hunt (1990) maintains that since marketing is a social science, where most of the time researchers are interested in examining relationships rather than determining...

Television has changed our use of time far more than any other technological development (Robinson 1990). For many, watching television has become the main leisure experience. By the late 1990’s in Britain, (one of the two countries where we undertook empirical work) people aged 4 and over...