Research Rivals Trade Blows.

The article looks at the conflict between two major rivals in the field of motivations research, known as the small sample group and the large sample people, in the U.S. in 1955. It says that during the Marketing Symposium sponsored by the University of Illinois' College of Commerce, the two groups clashed openly in relation to the proper way to go about finding out what is in the consumer's mind. Irving Gilman of the Institute for Motivational Research Inc. says that the use of conventional market research techniques may be unscientific and misleading.