Suppose that the following questionnaire has been prepared by a restaurant manager to build a profile of his or her potential market. How do you as a consumer feel about each question? 1. What is your income to the nearest hundred dollars? People don’t necessarily know their income to the nearest hundred dollars, nor do they want to reveal their income that closely. Furthermore, a questionnaire should never open with such a personal question. Personal questions should be placed at the end of the survey. How often do you go out to eat? The question is ambiguous. To provide useful information one would need to know, at a minimum, the meal period and type of restaurant. What are the most salient and determinant attributes in your evaluation of restaurants? What are “salient and determinant attributes”? Don’t use big words that the respondent may not understand.