The authors show how to incorporate actual purchase behavior data (usually from diaries) into the calculation of standard errors for making inferences about the proportion of purchasers from self-reported purchase intent. The case considered is for a single sample and two products, where interest is in the difference between the two groups in probability of purchase.

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In 1926 Viteles remarked: ... it requires only a brief survey of the literature to show that in spite of the recognized importance of reliable standards and/ or recognized precautions in the selection of such standards, the criteria in individual investigations have on the whole been very unsatisfactory.'