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Frank StantonFrank Stanton
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Session:         Page of 755

Weaver, as I recall. And I did some reading, picked up something on it where he had been doing a lot of work on market research. When you bought a car he did the daring thing of writing you a letter and saying, what trouble did you have. And so forth. And I thought: Gee, that technique might apply to finding out about radio.

Q:

Interesting.

Stanton:

So that's how I got interested in polling or market research.

Q:

But, to your knowledge, were you able to then find out anybody doing market research?

Stanton:

In radio?

Q:

In radio.

Stanton:

Yes. There was the beginnings of it in some of the advertising agencies. J. Walter Thompson, Young ‘Rubicam were both doing a little bit of it. They had departments they called Research Departments. Those research departments were much more devoted to finding out what people read rather than what people listened to. But radio was a part of those departments.

And I don't know I have it any place that I could show it to you, but one of the things I learned about General Motors was they got about an eleven percent, as I recall, return to a mail questionnaire. I had the naive idea that if you only looked at eleven percent of your universe, you could make the wrong conclusions. And that drove me in the direction of



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