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Frank StantonFrank Stanton
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Session:         Page of 755

Q:

I certainly can't argue with you in some sense that Harvard may be indeed one of the finest universities in the country, but how would you compare it, say, to MIT in terms of capacity for research and electronic communication?

Stanton:

I don't know MIT well enough. I know that it's a great university, and no one school has a corner on everything.

Q:

Dr. Stanton, let me ask you kind of a retrospective question. If you had been equipped with all the capacities of electronic communication when you were graduating, how would mass communications research have been different--

Stanton:

For me.

Q:

Yes, and how is it different now? What are the limitations?

Stanton:

Well, you can do a lot of things with recording the results of audience measurement, for example, all the demographic breakdowns that you can do quickly with computer. For example, even exit polling in a political campaign, you can record that from all over the country and tabulate it, and almost while you're asking the question, you'll have the answers come up on a screen. That's just a faster way of doing it. But there are quick breakdowns and analyses that can be done that you could have done with the old pencil and paper routine, but if you're going to be giving information to the audience that's timely in a political campaign or in the election, for example, the computer has been an enormous help in that regard.



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