Why are marketers often interested in things other than observable behavior ( e.g. intentions, attitudes, mental states)? Because these things allow us to predict future behavior Just for background Because behavior is not important Because 90% of decisions are subconscious Question 20 Because they may be considered more personal questions, we typically place demographic questions at the of a End Beginning Middle Question 21 What are the three (3) rates one has to be mindful of that impacts the number of invitations you ultimately have to send to 8 Participation rate Completion rate Fulfillment rate Response rate