A Nation of Numbers: The Development of Marketing Research in America

Ph.D., Paul A. Scipione

Published by Quirk's Marketing Research Media, 2015
ISBN 10: 098524822X / ISBN 13: 9780985248222
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Synopsis: Why has it taken so long for someone to write the definitive history of a business that now exceeds $24 billion/year in the U.S. ($78+ per person); that now employs more than 150,000 Americans; that interviews nearly 75 percent of adults each year; whose numbers and statistics are used by virtually 100 percent of large and medium-sized companies; and whose studies touch all of our lives, every day?

Dr. Paul Scipione's A Nation of Numbers solves this puzzling gap by providing lively glimpses of the colorful and often controversial pioneers who made it their life's work to measure and analyze the experiences, preferences and behavior of Americans.

Scipione paints the development of the MR field against the backdrop of social, cultural, political, economic and technological events that formed the 20th and early 21st century American mosaic. He identifies the multitude of factors and events came together to make America a nation of numbers and the birthplace of marketing research.

This book describes three distinct eras in the history of commercial MR:

Era 1: the Pioneer era (1900-1950)

Era 2: the Survey Era (1950-the late 1990s) and

Era 3: the Post-Survey Era (late 1990s-present).

Although traditional surveys and focus groups are still used, Marketing Research has morphed from an analog to digital world, with new tools in big data and advanced analytics, observation of actual consumer behavior via scanning UPC codes, and advances in the neurosciences.

Scipione documents how far the Marketing Research industry has come in its first 100 years and speculates where the industry will be in another 50 to 100 years. His book comes at a time when many business leaders complain about being inundated with too many numbers and consumers worry that researchers have gotten too good at their collective snooping.

A Nation of Numbers gives readers a fascinating glimpse at the researchers whose ultimate obsession is putting us all under their microscopes.

About the Author: Dr. Paul A. Scipione, a consumer psychologist, is now Professor Emeritus of Business and Director of the Survey/Research Center at SUNY Geneseo, having retired from a tenured Full Professorship in Marketing at Montclair State University in 2004.

A third generation "relative" on the Gallup/Princeton MR family tree (Gallup begat ORC that begat RAC), he became interested in the history of the Marketing Research field in conversations with George Gallup during the latter years of the research pioneer's life.

His textbook Practical Marketing Research is the only textbook that covers the development of Marketing Research. A Nation of Numbers is his tenth book.

Prior to teaching, Dr. Scipione held senior executive positions at SVP/Group Head at Response Analysis Corp, now GfK (Princeton) and Copy Research Director (U.S. offices) at Young & Rubicam Advertising (New York).

During his 40+ year career in Marketing Research he has directed more than 1,000 studies, including the first-ever nationwide survey of the Baby Boom Generation for agency client N.W. Ayer (1984).

He is a graduate of: SUNY Geneseo (B.S., 1968); the State University of New York at Buffalo (M.A., 1971); and Rutgers University (Ph.D., 1973), where he was a Henry Rutgers Fellow.

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Bibliographic Details

Title: A Nation of Numbers: The Development of ...
Publisher: Quirk's Marketing Research Media
Publication Date: 2015
Binding: Hardcover
Book Condition: Very Good

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Paul A. Scipione
Published by Quirk's Marketing Research Media (2015)
ISBN 10: 098524822X ISBN 13: 9780985248222
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