To determine, from an analysis of the recorded opinions of senior executives in the industry, the relative importance of quality and reliability. Attitudinal/Behavioural Questions The importance of quality and reliability vis-a-vis other issues was determined by including these in a comprehensive list of management variables on which executives were invited to give an assessment of the relative strengths and weaknesses of their own companies and their principal foreign competitors. Background Variables Size of firms, types of product, value of sales, business trends, export markets, foreign competition, etc.