Daniel Starch
Daniel Starch (1883–1979) was an American psychologist and marketing researcher. He is considered to be one of the pioneers of marketing and consumer research in the early 20th century.
Life
Starch received a
Work
Starch authored several books in the fields of psychology, advertising and marketing research. Best known are Experiments in Educational Psychology (1911) and his pioneering work about advertising Advertising: Its Principles, Practice, and Technique and its follow-up Principles of Advertising (1923). He researched and devised methods to assess the effectiveness of advertising, among them what was later to become known as the "Starch test" or "Starch recognition procedure". Also named after him is the "Starch formula", which describes how to determine the number of people recalling a full-page advertisement from the number of people recalling a half-page advertisement.[1][3][4][5]
Works
- Experiments in Educational Psychology (1911)
- Advertising: Its Principles, Practice, and Technique (1914)
- Principles of Advertising (1923)
- with Hazel Martha Stanton, Wilhelmine Koerth, Roger Barton: Controlling Human Behavior: A First Book in Psychology for College Students (1936)
- with Hazel Martha Stanton, Wilhelmine Koerth: Psychology in Education (1941)
- Measuring Advertising Readership and Results (McGraw-Hill, 1966)
- Look Ahead to Life: How to be a Fine Person (Vantage Press, 1973)
- Educational Measurements
- How to Develop your Executive Ability (1943)
Notes
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External links
- Daniel Starch at adage.com
- Daniel Starch at the J-MC School Hall of Fame der University of Iowa
- Daniel Starch, Papers (1883–1979) at the Wayback Machine (archived August 3, 2010). Archives of the History of American Psychology of University of Akron (archived version)