Kaiser Marketing recently conducted a survey on behalf of Health Products.
The primary purpose of the survey was to illustrate to Health Products that
it was relying on results of previous studies that, according to Kaiser, were
unreliable due to the wording of the survey questions. To prove this point,
Kaiser conducted a two-prong survey. In the first prong, the survey
questions were worded such that the answers tended to sound positive. In
the second prong, the survey questions were re-worded such that the
answers tended to convey a negative feeling. Both sets of survey questions
should have resulted in similar results as the information solicited was
essentially identical. However, the survey results varied significantly. This
survey best illustrates which one of the following?