The Art of Marketing Research: Selections from Paul F. Lazarsfeld's "Shoe Buying in Zurich" (1933)

Abstract

The market research studies done in Central Europe by Paul F. Lazarsfeld's Institute for Economic Psychology from 1926-1933 are unheralded classics of market analysis. Pre figuring today's "post-modernist" inquiry, they probe con sumers' behavior with astonishing depth, power, and sen sitivity. A translation of major sections from one report is presented here with an introductory commentary.

Get full access to this article

View all access options for this article.

References

Bartos, Rena. 1986. Hans Ziesel [sic]: Forensic Sociologist," Journal of Advertising Research (Feb/Mar): 39-42.

Blankenship, Albert. 1942. "Psychological Difficulties in Measuring Consumer Preference ," Journal of Marketing 6(4) Part 2: 66-75.

Converse, Jean M. 1987. Survey Research in the United States: Roots and Emergence, 1890-1960. Berkeley: University of California Press.

Herzog, Herta. 1933. Speech extolling market research done by the Institute for Economic Psychology. Lazarsfeld Archive, University of Vienna.

Jahoda , Marie. 1983. "The Emergence of Social Psychology in Vienna," British Journal of Social Psychology 22: 343-349.

Jahoda, Marie , Paul F. Lazarsfeld , and Hans Zeisel. 1971 [1933]. Marienthal, translated by John Reginall and T. Elsaesser. Chicago: Aldine-Atherton .

Kassarjian, Harold. 1989. Book Review, Journal of Marketing 53(1): 123-126.

Lazarsfeld, Paul F. 1932. "Neue Wege der Marktforschung," Mitteilungen der Industrie-und Handelskammer zu Berlin (October 25). Printed speech. Lazarsfeld Archive, University of Vienna.

—. 1933. "Gutachtenkurs." Parts I-V. July 20-28. Lazarsfeld Archive , University of Vienna.

10.

—. 1934. "The Psychological Aspect of Marketing Research," Harvard Business Review 13(1): 54-71.

11.

—. 1935. "The art of Asking WHY in Marketing Research," National Marketing Review 1: 32-43.

12.

—. 1937a. "The Use of Detailed Interviews in Market Research," The Journal of Marketing 2(1): 3-8.

13.

—. 1937b. Chapters 3, 4, 11, 15 in Ferdinand C. Wheeler et al., eds., The Technique of Marketing Research. New York and London: McGraw-Hill.

14.

_____. 1960. "Notes of January Seminar Session" (seminar on motivation in marketing and sales, Montreal). Lazarsfeld Archive, University of Vienna.

15.

Link, Henry C. 1932. The New Psychology of Selling and Advertising. New York: Macmillan.

16.

Neurath, Paul 1988. "Paul Lazarsfeld und die Anfaenge der modernen psychologischen Markt- und Konsumentenforschung in Wien," Werbeforschung und Praxis 33(2): 29-31.

17.

—. 1989. Interviews with the author, June 12th, 14th, 21st.

18.

"Schuhkauf in Zuerich. Eine Probeerhebung der Wirtschaftpsychologische Forschungstelle." 1933. Lazarsfeld Collection, Columbia University Library, Box 34.

19.

Thompson, Craig J , William B. Locander , and Howard R. Pollio . 1989. "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology ," Journal of Consumer Research 16(2): 133-146.

20.

"Verkaeufer und Kunde. Wie der Kunde die Sache sieht" (n.d., ca. 1933). Typed report, Lazarsfeld Collection, Columbia University Library, Box 33.

21.

Wagner, Gertrude. 1989. Interview with the author, June 23rd.

22.

—. (n.d., ca. 1932). "Vortrag bei Prof. Buehler." Lazarsfeld Archive, University of Vienna.

23.

Wheeler, Ferdinand C. , Louis Bader , and J. George Frederick , eds. (1937), The Technique of Marketing Research. New York and London: McGraw-Hill .

24.

Zeisel, Hans. 1967. "Die Wiener Schule der Motivforschung," presented at WAPOR-ESOMAR Conference. Lazarsfeld Archive, University of Vienna.

25.

—. 1979. "The Vienna Years," in Qualitative and Quantitative Social Research, Robert K. Merton , J.S. Coleman , and P.H. Rossi , eds. New York: The Free Press , pp. 11-15.