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Public Opinion Quarterly 21:129-140 (1957)
© 1957 American Association for Public Opinion Research

Opinion Research and Marketing

LEO BOGART

Leo Bogart, through his publications, and through his work as Associate Director of Research at McCann-Erickson, Inc., has contributed heavily toward the application of social science to marketing research. His most recent book, The Age of Television, appeared early in 1957

The phenomenal growth of marketing research during the past generation has been accompanied by increasing use of social scientific knowledge by the market researcher. Opinion research is one of his major tools, but he also applies economics, psychology, and sociology to his problems. In return, marketing has contributed to social science, even if not to its full potential. Future marketing research is likely to devote more attention to the market as a social phenomenon, and may discover new approaches from studies of bureaucracy, elite studies, and other areas of social science. But heavy reliance on opinion research will remain


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