Daniel Starch
Encyclopedia
Daniel Starch was an American psychologist
and marketing research
er. He is considered to be have been one of the pioneers of marketing and consumer research in the early 20th century.
in mathematics and psychology from the Morning Side College in Iowa
. After that he moved for post graduation studies to the University of Iowa
, where he completed his PhD
in psychology in 1906. The advisor of his thesis was Charles E. Seashore. After that he shortly worked as a lecturer in Iowa and then went on to teach at Wellesley College in Massachusetts
while pursuing further studies at Harvard University
. In 1908 he became a professor at the University of Wisconsin where he stayed until 1919. From 1920 to 1926 he was a professor at Harvard University and in 1923 he founded the marketing research company Daniel Starch and Staff. Later he resigned from his position at Harvard to concentrate on his company and work in the private sector. In 1932 he worked as a consultant and director of a research department of the American Association of Advertising Agencies as well. Starch ran his own company for 50 years until retired in 1973 at the age of 90.
Psychologist
Psychologist is a professional or academic title used by individuals who are either:* Clinical professionals who work with patients in a variety of therapeutic contexts .* Scientists conducting psychological research or teaching psychology in a college...
and marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
er. He is considered to be have been one of the pioneers of marketing and consumer research in the early 20th century.
Life
Starch received a BSBachelor of Science
A Bachelor of Science is an undergraduate academic degree awarded for completed courses that generally last three to five years .-Australia:In Australia, the BSc is a 3 year degree, offered from 1st year on...
in mathematics and psychology from the Morning Side College in Iowa
Iowa
Iowa is a state located in the Midwestern United States, an area often referred to as the "American Heartland". It derives its name from the Ioway people, one of the many American Indian tribes that occupied the state at the time of European exploration. Iowa was a part of the French colony of New...
. After that he moved for post graduation studies to the University of Iowa
University of Iowa
The University of Iowa is a public state-supported research university located in Iowa City, Iowa, United States. It is the oldest public university in the state. The university is organized into eleven colleges granting undergraduate, graduate, and professional degrees...
, where he completed his PhD
Doctor of Philosophy
Doctor of Philosophy, abbreviated as Ph.D., PhD, D.Phil., or DPhil , in English-speaking countries, is a postgraduate academic degree awarded by universities...
in psychology in 1906. The advisor of his thesis was Charles E. Seashore. After that he shortly worked as a lecturer in Iowa and then went on to teach at Wellesley College in Massachusetts
Massachusetts
The Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...
while pursuing further studies at Harvard University
Harvard University
Harvard University is a private Ivy League university located in Cambridge, Massachusetts, United States, established in 1636 by the Massachusetts legislature. Harvard is the oldest institution of higher learning in the United States and the first corporation chartered in the country...
. In 1908 he became a professor at the University of Wisconsin where he stayed until 1919. From 1920 to 1926 he was a professor at Harvard University and in 1923 he founded the marketing research company Daniel Starch and Staff. Later he resigned from his position at Harvard to concentrate on his company and work in the private sector. In 1932 he worked as a consultant and director of a research department of the American Association of Advertising Agencies as well. Starch ran his own company for 50 years until retired in 1973 at the age of 90.
Work
Starch authored several books in the fields of psychology, advertising and marketing research. Best known are Experiments in Educational Psychology (1911) und his pioneering work about advertising Advertising: Its Principles, Practice, and Technique: Its Principles, Practice, and Technique and its follow-up Principles of Advertising (1923). He researched and devised methods to assess the effectivity of advertising, among them what was later to become known as the Starch test or Starch regonition procedure. Also named after him is the Starch formula, which describes how you can determine the number of people recalling full page advertisement from the number of people recalling a half page advertisement.Works
- Experiments in Educational Psychology (1911)
- Advertising: Its Principles, Practice, and Technique: 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)