Daniel Starch

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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.

Psychologist professional who evaluates, diagnoses, treats, and studies behavior and mental processes

A psychologist studies normal and abnormal mental states, cognitive, emotional, and social processes and behavior by observing, interpreting, and recording how individuals relate to one another and to their environments. To become a psychologist, a person often completes a graduate university degree in psychology, but in most jurisdictions, members of other behavioral professions can also evaluate, diagnose, treat, and study mental processes.

Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."



Starch received a BS in mathematics and psychology from the Morning Side College in Iowa. After that he moved for postgraduation 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 worked briefly 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 his retirement in 1973 at the age of 90. [1] [2]

A Bachelor of Science is an undergraduate academic degree awarded for completed courses that generally last three to five years, or a person holding such a degree.

Iowa State of the United States of America

Iowa is a state in the Midwestern United States, bordered by the Mississippi River to the east and the Missouri River and Big Sioux River to the west. It is bordered by six states; Wisconsin to the northeast, Illinois to the east, Missouri to the south, Nebraska to the west, South Dakota to the northwest and Minnesota to the north.

University of Iowa public research university in Iowa City, Iowa, United States

The University of Iowa is the flagship public research university of the State of Iowa, United States. Its main campus is in Iowa City, Iowa. Founded in 1847, it is the oldest and the second largest university in the state. The University of Iowa is organized into 11 colleges offering more than 200 areas of study and seven professional degrees.


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]



  1. 1 2 Merle Curti, Merle E. Curti, Vernon Carstensen: Univ Of Wisconsin: A History V2: Volume Ii: 1903–1945. University of Wisconsin Press 1949, ISBN   0-299-80572-7. pp. 334, 365 ( online copy , p. 334, at Google Books)
  2. Joan H. Cantor: Psychology at Iowa: centennial essays. Routledge 1991, ISBN   0-8058-0761-6, p. 45 ( online copy , p. 45, at Google Books)
  3. Thorsten Szameitat: Praxiswissen Anzeigenverkauf: So gelingt die Kommunikation zwischen Verlag, Agentur und Kunde. Gabler Verlag 2010, ISBN   978-3-8349-2094-2, pp. 66–67 ( online copy , p. 66, at Google Books)
  4. Pauline Maclaran, Mark Tadajewski, Barbara Stern, Michael Saren: The SAGE Handbook of Marketing Theory. SAGE Publications 2009, ISBN   978-1-84787-505-1, pp. 61, 76, 82 ( online copy , p. 76, at Google Books)
  5. Cathrine V. Jansson-Boyd: Consumer Psychology. McGraw-Hill 2010, ISBN   978-0-335-22928-4, p. 8 ( online copy , p. 8, at Google Books)
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