Word: coutant
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Dates: during 1930-1939
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Fortnight ago Frank R. Coutant, director of research for the advertising agency of Pedlar & Ryan, Inc., estimated that even though use of market research has jumped 50% in the last three years, U. S. industry is spending a mere $4,500,000 a year for it. (Estimated expenditure for engineering research: $300,000,000.) Only a handful of the biggest U. S. companies indulge in market research to an appreciable extent* and of these General Motors makes the biggest splash, spending something less than $500,000 a year for the purpose...