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Get More for Your Goods

Get More for Your Goods 46 THE AMERICAN MARKETING JOURNAL other research techniques it ought to be pos­ over 10,000 fifteen minute periods of listen­ sible to arrive at a measure of the effective­ ing. A single recorder installation brings in ness of a particular program in developing a complete record of all listening during 168 new users. hours or 672 fifteen minute periods (or 536 when local stations are on the air) at a single The objection which comes most quickly to mind is of course that such a method is installation cost. costly. In one sense it is, in another it is not. Machines do a great many things more The recording instruments do represent a uniformly, more accurately, and more cheap­ sizable initial capital investment. The operat­ ly than can human beings. There is no rea­ ing cost, compared with other methods of son why the process of commercial research gaining the same information, is trifling. The should be entirely immune to mechanization. most extensive coincidental survey made in We already use tabulating machines to as­ semble and analyze our data. We hope to go the Boston area, to my knowledge, brought in during a single week a record of about http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

Get More for Your Goods

American Marketing Journal , Volume amj-3 (1): 7 – Jan 1, 1936

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Publisher
SAGE
Copyright
© 1936 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293600300107
Publisher site
See Article on Publisher Site

Abstract

46 THE AMERICAN MARKETING JOURNAL other research techniques it ought to be pos­ over 10,000 fifteen minute periods of listen­ sible to arrive at a measure of the effective­ ing. A single recorder installation brings in ness of a particular program in developing a complete record of all listening during 168 new users. hours or 672 fifteen minute periods (or 536 when local stations are on the air) at a single The objection which comes most quickly to mind is of course that such a method is installation cost. costly. In one sense it is, in another it is not. Machines do a great many things more The recording instruments do represent a uniformly, more accurately, and more cheap­ sizable initial capital investment. The operat­ ly than can human beings. There is no rea­ ing cost, compared with other methods of son why the process of commercial research gaining the same information, is trifling. The should be entirely immune to mechanization. most extensive coincidental survey made in We already use tabulating machines to as­ semble and analyze our data. We hope to go the Boston area, to my knowledge, brought in during a single week a record of about

Journal

American Marketing JournalSAGE

Published: Jan 1, 1936

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