sensitized, due to the Internet in general, and social media in particular.A further factor is the ubiquitous survey, whether that be a long market research survey taking 20 minutes, or the irritating pop-up service for customer satisfaction about the transaction just completed.It seems that virtually every transaction seems to be followed by a request for information, and a subtle desire to be uprated.With the advent of computer technology it is becoming increasingly easier to track a person's behavior, especially on the Internet, but also where the person happens to be in terms of geography.Our cell phone has 'location' transponder, allowing both the offeror of services to know where we are for transactions, but also to know and to record where we are for further study, such geographical mapping of people who frequent certain stores.Such improvement in the science of measuring 'behavior' has also led to a different thinking.Rather than asking the respondent to give us opinions, measuring and summarizing the respondent's behavior.It is no wonder that once we purchase something, we receive an unending set of advertisements on our cell phone to buy the same product, at specific store, located very close to where the person happens to be.One major problem with both questionnaires and with behavioral tracking can be traced to the reality that the information is obtained