Word: lazarsfeld
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Simple as the system sounds, it represents eleven years of research by 32-year-old Horace Schwerin. The son of an electronics engineer, he studied at Pennsylvania's Lafayette College, then majored in psychology and mathematics at London University. He worked with Columbia University's Dr. Paul Lazarsfeld and Dr. Frank Stanton, now president of CBS, in pioneer radio research. He always looked for some way to find out what listeners thought of radio, rather than how many had their sets tuned in. But his system is no guarantee of good programing. Says Schwerin: "Research is no substitute...
...radio's best researchers last week published an authoritative study of radio (Radio Research, 1942-1943, by Dr. Paul F. Lazarsfeld and Dr. Frank N. Stanton; Duell, Sloan and Pearce, $5). It was designed for serious students of radio, but some of its findings are of interest to laymen. Most interesting: daytime serials (soap operas...
What is it people like about certain pieces of music, certain radio programs? That is a problem Dr. Paul F. Lazarsfeld, bulgy and beaming director of Columbia University's Office of Radio Research, has long pondered. Dr. Frank Stanton, yellow-haired director of research for CBS, ponders it likewise, and he also loves to design machines. Soon after Stanton and Lazarsfeld got together in 1937, they started work on a dingus that would record people's reaction to radio programs. Last week they were ready to disclose the dingus' disclosures...
...Stanton-Lazarsfeld program analyzer is a simple device. Subjects sit in comfortable chairs, hold a pair of push buttons in their hands, and listen to a pro gram. When they like what they hear, they push the right-hand button. When they don't like it, they push the left button. Each button is electrically connected with a pen which draws a continuous line on a moving paper tape pulled under it at a constant speed of approximately one inch every five seconds. When a button is pressed, an electric magnet jogs the pen a quarter of an inch...
...studied psychology at Heidelberg and Berlin, got his Ph.D. in 1926 for a critical study of graphological theories, later practiced in Berlin and Vienna as consulting psychologist and personnel adviser for public-utility and industrial corporations. He left Austria on the eve of the Nazi invasion. In 1940 Paul Lazarsfeld, public-opinion researcher, retained him to make a handwriting analysis of mail received by several U.S. Senators during the debate on the conscription bill. His educational rating of the letter-writers (later checked by interviewers) attracted the attention of FORTUNE'S Elmo Roper, who is also a director...