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Daniel Starch (1883–1979) was an American
psychologist A psychologist is a professional who practices psychology and studies mental states, perceptual Perception () is the organization, identification, and interpretation of sensory information in order to represent and understand the pre ...
and
marketing research Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix i ...
er. He is considered to be one of the pioneers of marketing and consumer research in the early 20th century.


Life

Starch received a BS in mathematics and psychology from the Morningside College in
Iowa Iowa () is a U.S. state, state in the Midwestern United States, Midwestern region of the 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: Wiscon ...
. After that he moved for postgraduation studies to the
University of Iowa The University of Iowa (UI, U of I, UIowa, or simply Iowa) is a public research university in Iowa City, Iowa, United States. Founded in 1847, it is the oldest and largest university in the state. The University of Iowa is organized into 12 co ...
, where he completed his
PhD PHD or PhD may refer to: * Doctor of Philosophy (PhD), an academic qualification Entertainment * '' PhD: Phantasy Degree'', a Korean comic series * '' Piled Higher and Deeper'', a web comic * Ph.D. (band), a 1980s British group ** Ph.D. (Ph.D. al ...
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 Wellesley College is a private women's liberal arts college in Wellesley, Massachusetts, United States. Founded in 1870 by Henry and Pauline Durant as a female seminary, it is a member of the original Seven Sisters Colleges, an unofficial ...
in
Massachusetts Massachusetts (Massachusett: ''Muhsachuweesut Massachusett_writing_systems.html" ;"title="nowiki/> məhswatʃəwiːsət.html" ;"title="Massachusett writing systems">məhswatʃəwiːsət">Massachusett writing systems">məhswatʃəwiːsət'' En ...
while pursuing further studies at
Harvard University Harvard University is a private Ivy League research university in Cambridge, Massachusetts. Founded in 1636 as Harvard College and named for its first benefactor, the Puritan clergyman John Harvard, it is the oldest institution of highe ...
. In 1908 he became a professor at the
University of Wisconsin A university () is an institution of higher (or tertiary) education and research which awards academic degrees in several academic disciplines. Universities typically offer both undergraduate and postgraduate programs. In the United Stat ...
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.


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.


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

Merle Curti, Merle E. Curti, Vernon Carstensen: ''Univ Of Wisconsin: A History V2: Volume II: 1903–1945''. University of Wisconsin Press 1949, . pp. 334, 365 () Joan H. Cantor: ''Psychology at Iowa: centennial essays''. Routledge 1991, , p. 45 () Thorsten Szameitat: ''Praxiswissen Anzeigenverkauf: So gelingt die Kommunikation zwischen Verlag, Agentur und Kunde''. Gabler Verlag 2010, , pp. 66–67 () Pauline Maclaran, Mark Tadajewski, Barbara Stern, Michael Saren: ''The SAGE Handbook of Marketing Theory''. SAGE Publications 2009, , pp. 61, 76, 82 () Cathrine V. Jansson-Boyd: ''Consumer Psychology''. McGraw-Hill 2010, , p. 8 ()


External links


Daniel Starch at adage.com


* . Archives of the History of American Psychology of University of Akron (archived version) {{DEFAULTSORT:Starch, Daniel Consumer behaviour Advertising theorists Marketing people Marketing theorists Market researchers 20th-century American psychologists 1883 births 1979 deaths