Why is research important to me?
It is not practical, of course, that companies survey every person in your area. We have to select a cross-section of households that represent all other households like yours that won't be called, and who won't have a chance to give their input. Your answers are vital to the study because they are the only voice of all those other households as well. Once a household has been selected for the study, another household cannot be substituted if the first household decides not to participate. If we miss your answers, we miss the answer of households like yours. Won't you take a few minutes of your time to be the voice that is heard and make your opinions count?