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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.
So that's how I got interested in polling or market research.
But, to your knowledge, were you able to then find out anybody doing market research?
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
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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