Bill Bennett has a background in computers. He is getting ready to open a business specializing in selling and installing computer systems for small and medium size businesses.

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Bill Bennett has a background in computers. He is getting ready to open a business specializing in selling and installing computer systems for small and medium size businesses. Bill has hired a market research company to help him develop a marketing strategy for his new business. They want to measure the demand for Bill s service, and suggest an attitudinal study of small businesses toward the purchase of computer systems. Bill wants to know why he would care about attitudes because he is only interested in their behaviors. If you were the market researcher, how would you address Bill s concerns?

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