Marketing Science

Abstract

—“The question-asking machine” The research director of a Mid-western ad agency once told me that the trouble with operations researchers was that they only made answer machines. He insisted that there was no significant value to him to get answers. Instead, he said, what he needed was a good question asking machine. —The mailbag –“To the Editor” (name withheld on request) –“To the Editor” by Robert J. Schreiber, Time, Inc., New York.