%0 Journal Article %1 bartos_frank_1986 %A Bartos, Rena %D 1986 %J Journal of Advertising Research %K advertising audience-research intellectual internalist methodology oral-history stanton united-states %N 1 %P 43--46 %T Frank Stanton: Our First CEO %V 26 %X The article presents an interview of Frank Stanton, president of the Columbia Broadcasting System Inc., from 1946 to 1971. On asking about the state of advertising research in earlier days, he said that research was not as precise, not as sophisticated in techniques in those days. Moreover, it was not as easy to do the variety of cross tabulations that can be done today with computers and mechanized tabulating services. It was much slower in terms of development of reports, although I think most management people always wanted the answer the next day. In those days, one would give a timetable for a report that today you could not get away with at all. Answering to a question related to the problems and issues that are faced by researchers today, he said that, one of the problems that research faces today, and this was true earlier as well, is that the end use of the research is not necessarily thought of by the researcher. And there are other kinds of research. There's a research for its own sake, and that's very valuable. But in the applied research, sometimes the researcher gets carried away with methodology and loses track of some of the applications of the information.

@article{bartos_frank_1986, abstract = {The article presents an interview of Frank Stanton, president of the Columbia Broadcasting System Inc., from 1946 to 1971. On asking about the state of advertising research in earlier days, he said that research was not as precise, not as sophisticated in techniques in those days. Moreover, it was not as easy to do the variety of cross tabulations that can be done today with computers and mechanized tabulating services. It was much slower in terms of development of reports, although I think most management people always wanted the answer the next day. In those days, one would give a timetable for a report that today you could not get away with at all. Answering to a question related to the problems and issues that are faced by researchers today, he said that, one of the problems that research faces today, and this was true earlier as well, is that the end use of the research is not necessarily thought of by the researcher. And there are other kinds of research. There's a research for its own sake, and that's very valuable. But in the applied research, sometimes the researcher gets carried away with methodology and loses track of some of the applications of the information.}, added-at = {2019-08-29T01:56:31.000+0200}, author = {Bartos, Rena}, biburl = {https://www.bibsonomy.org/bibtex/203ba73289f728a143bd6833dfc60ff7b/jpooley}, interhash = {7f8d61c21df885c64041a1dfb10b66dd}, intrahash = {03ba73289f728a143bd6833dfc60ff7b}, journal = {Journal of Advertising Research}, keywords = {advertising audience-research intellectual internalist methodology oral-history stanton united-states}, number = 1, pages = {43--46}, timestamp = {2019-08-29T01:56:31.000+0200}, title = {Frank {{Stanton}}: {{Our First CEO}}}, volume = 26, year = 1986 }