Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 2: The Exemplary Research
The Exemplary Research
Sidney J. Levy: Each year, a dinner was held by the Committee on Human Development at the University of Chicago. There were three speakers: an invited guest, a member of the faculty, and a doctoral student. I was invited to give the student talk, which follows, on January 31, 1953.
Mr. Havighurst, Ladies and Gentlemen:
When I was asked to speak to you this evening on behalf of the doctoral students of the Committee on Human Development, I shrank from the enormity of the task. I pondered long as to what function I could serve here, how best fulfill the heavy obligation to my peers, my teachers, our guests. I was told that the best thing was to be funny—as though ...