Review of: How to conduct consumer and opinion research. The sampling survey in operation

• Published in: Journal of applied psychology 1948-02, Vol.32 (1), p.98-100
• Main Author: Kornhauser, Arthur W.
• Format: Article
• Language: English
• Subjects: Consumer Research; Consumer Surveys; Human; Interviews; Marketing; Public Opinion
• ISSN: 0021-9010; 1939-1854
• DOI: 10.1037/h0051936

Reviews the book, How to conduct consumer and opinion research. The sampling survey in operation edited by Albert B. Blankenship (1946). Dr. Blankenship has induced twenty-five busy research practitioners (nine of them psychologists) to describe important examples of their work. The resulting chapters constitute the best available collection of material on applications of questionnaire and interview research to business uses. The contributions focus predominantly on market research; only a small part of the volume deals with public opinion polling and with attitude research for government. Emphasis is placed on the practical importance of the research described. The aim, the editor states, is to help businessmen determine what services they should utilize in this field and to acquaint students with research applications of the "sampling survey" which lie beyond "elementary knowledge of techniques." This book will be extremely useful in providing students of marketing and opinion research with an up-to-date view (if not quite complete and realistic) of the practical work being done. There has been remarkably little writing of this type available. Consequently the book fills a genuine need. Those who are working and teaching in this field owe a definite vote of thanks to the editor and contributors.