questionnaire. At the end of the page respondents were asked if they had any prior experience with MC and how much if applicable. The subsequent page displayed the actual first scenario, with the first part of the questions that accompanied it. The hypothetical consumption situation was specified by means of a text, which was followed by the pop-up advertisement for the specific product in that scenario. It also depicted the hypothetical website that would contain the MC’s system of interaction. After having asked the respondents to have a careful look at the ad, they were face with a the actual questions that were presented in 5 groups of seven point Likert-scales. As followed from Section 5.3 describing the measurement of the included variables, the original items were prepared in English (as was evident from Table 3). This allowed to use original and verified scales most of whom were already frequently used in previous research. Sometimes these measures were adapted to fit the specific purposes of this study, however they still resembled the original scales. Subsequently these original questionnaire items were translated in Dutch to enable the collection of data from respondents in the Dutch population that feel not acquainted enough to complete the English version (See Appendix D). Because of the sensitivity of language in the interpretation of question, some people were asked to verify if the translations still corresponded to the original items in English to achieve maximum accuracy in translation. Obviously, it was necessary to sometimes shift the sequence in a translated sentence and generally this was done to improve clarity and smoothness of the statements and increase the overall readability. This would have the advantage of lower respondent drop-out and refusal to participate. But it was only done if it didn’t compromise the likely interpretation of the original English items. Secondly, because the English ‘mass customized’ [product], ‘mass customization’, ‘mass customizing’ and ‘use of an OMCS’ was more easily translated in the Dutch words ‘personalisatie’, ‘personaliseren’ and ‘gepersonaliseerd’, these were used instead. The Sample Another factor that was important for the accuracy and reliability of the information gathered, was how exactly the collection of data was conducted. And above all, linked to this question and equally important, was the question among which people it was collected, i.e.
questionnaire. At the end of the page respondents were asked if they had any prior experience with MC and how much if applicable. The subsequent page displayed the actual first scenario, with the first part of the questions that accompanied it. The hypothetical consumption situation was specified by means of a text, which was followed by the pop-up advertisement for the specific product in that scenario. It also depicted the hypothetical website that would contain the MC’s system of interaction. After having asked the respondents to have a careful look at the ad, they were face with a the actual questions that were presented in 5 groups of seven point Likert-scales. As followed from Section 5.3 describing the measurement of the included variables, the original items were prepared in English (as was evident from Table 3). This allowed to use original and verified scales most of whom were already frequently used in previous research. Sometimes these measures were adapted to fit the specific purposes of this study, however they still resembled the original scales. Subsequently these original questionnaire items were translated in Dutch to enable the collection of data from respondents in the Dutch population that feel not acquainted enough to complete the English version (See Appendix D). Because of the sensitivity of language in the interpretation of question, some people were asked to verify if the translations still corresponded to the original items in English to achieve maximum accuracy in translation. Obviously, it was necessary to sometimes shift the sequence in a translated sentence and generally this was done to improve clarity and smoothness of the statements and increase the overall readability. This would have the advantage of lower respondent drop-out and refusal to participate. But it was only done if it didn’t compromise the likely interpretation of the original English items. Secondly, because the English ‘mass customized’ [product], ‘mass customization’, ‘mass customizing’ and ‘use of an OMCS’ was more easily translated in the Dutch words ‘personalisatie’, ‘personaliseren’ and ‘gepersonaliseerd’, these were used instead. The Sample Another factor that was important for the accuracy and reliability of the information gathered, was how exactly the collection of data was conducted. And above all, linked to this question and equally important, was the question among which people it was collected, i.e.