Daniel Starch

Daniel Starch (* 1883, † 1979) was an American psychologist and market researcher. He is considered one of the pioneers of market and consumer research.

Life

Starch was 1903 B. A. in mathematics and psychology at Morningside College in Iowa, after which he studied at the University of Iowa and graduated in 1906 with a Ph. D. in psychology from. His dissertation was supervised while Charles E. Seashore. After graduating, he taught first at his alma mater and then shortly at Wellesley College in Massachusetts. During this time he also studied at Harvard University. In 1908 he accepted a professorship at the University of Wisconsin, remaining there until 1919. From 1920 to 1926, he was then a professor at Harvard University. During his time at Harvard he founded in 1923 with Daniel Starch and Staff own company for market research. Later he resigned from his professorship to focus more on his company can. In 1932, he acted as a consultant and in addition, a director of a research division of the American Association of Advertising Agencies. Starch his company ran for 50 years until the age of 90 years, he retired in 1973 from the Board.

Work

Starch authored a number of books on various topics in the fields of psychology and market research. We are especially famous experiment in Educational Psychology (1911 ) and his two influential books about advertising Advertising: Its Principles, Practice, and Technique: Its Principles, Practice, and Technique and Principles of Advertising ( 1923). He developed several methods for assessing the effectiveness of advertising to them is the later named after him Starch test. Also named after him is the Starch formula that describes a relationship between the number of readers who remember a full page ad and the number of readers who remember a half-page ad.

Works (selection)

  • 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 )
University of Wisconsin System Marketing research Integrated Authority File
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