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.

Thematic Assessment of Executives

Thematic assessment of executives
Sidney J.Levy

The assessment of personnel is a topic that recurrently arouses mixed and troubled feelings. At intervals, criticism flares up in protest against psychological testing. The criticisms take various forms but tend to boil down to charges of such things as invasion of privacy, unethical activity, injustice to individuals, inadequate instruments or absurd items, impersonal harshness, or statistical cold-bloodedness. Many writers clearly have a narrow idea of the nature of psychological testing. One of their basic sets of assumptions seems to be that all psychological testing is blindly normative and that its customary effect is to discard men of great potential contribution because they answer ridiculous questions in nonconforming ways.

The purpose of this paper is not to answer ...

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