The paradox of memory in market research

Martin Simmons and Henry Durant

The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers.
  

The Paradox of Memory in Market Research 1

Henry Durant  andMartin Simmons Then Social Surveys (Gallup Poll) Ltd

Foreword

INTRODUCTION

The academic study of memory has a long history going back at least to the ancient Greeks who devised mnemonic systems to help orators to be word-perfect with prepared speeches. Before the invention of printing, systematic memorising was essential for speakers, actors and religious leaders. Some of these historic devices are described in The art of memory by Frances A. Yates.

In the last 80 years the study of memory has become...

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