The art of marketing research: Selections from Paul F. Lazarsfeld's “Shoe Buying in Zurich” (1933)
Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 4
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. Prefiguring today's “post-modernist” inquiry, they probe consumers' behavior with astonishing depth, power, and sensitivity. A translation of major sections from one report is presented here with an introductory commentary.
Keywords
Shoe, Market Research, Marketing Research, Technical Competence, Economic Psychology
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