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@Joe.S
What about switching from general to specific in the questioning? In Q2, the survey appears to ask in general about all forms of cycling related advertising across a range of media. Making generalisations about all forms that a cyclist can think of is quite difficult / inaccurate. However, Q3 asks about 'the brands of the products (plural, plural) in the ad (singular). Am I missing the point / being stupid? - Your responses suggest you have thought this through and know what you are up to, which makes me wonder if I am not getting it.