Eureka! or, How I learned to stop worrying and love the survey

Abstract

Two decades ago, a personally-addressed ten-page survey printed on salmon-colored stock appeared in my campus mailbox. An accompanying letter explained that the sender was a student collecting data for a graduate-level thesis and included contact information for the thesis advisor … in marketing. It was the one and only ‘Consumer Durable Goods Study’ I would ever receive as an applied linguist.