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Need to Know: Story of a Company, by George Rosenbaum
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“Need to Know” is the story of one of the founding companies in the field of survey research. Since the middle of the 20th century, research has increasingly informed decision makers about the markets and publics they serve. This is an on-the-mark book for anyone entering or already in the business of research. Rosenbaum writes the story of a company that has defined the practice of survey research over more than five decades.
- Sales Rank: #1873491 in Books
- Published on: 2015-07-01
- Original language: English
- Dimensions: 9.00" h x .41" w x 6.00" l,
- Binding: Paperback
- 162 pages
Review
"This book describes the operations of Leo Shapiro, a highly innovative social research enterprise which dramatically shaped the activates of the social research industry over many decades. The descriptions are exceedingly instructive for practitioners and those interested in the workings of this area as well as managers in any industry. The firm's success is due to the hiring very bright people from a wide range of disciplines and organizing them in a collaborative environment with freedom to make individual decisions." -Donald Jacobs, Kellogg School of Business, Northwestern University
"The fascinating story of a long-time Chicago-based research firm. The book stresses the importance of the firms independence of judgment, methodology and analysis for the clients' benefit. Many stories illustrate the breadth of Shapiro's involvements. Will the face-to-face approach, which has been so important for the firm, survive in today's culture of silent key-clicks, mobile apps and DIY survey monkeys? With the disappearance of the human voice in these approaches, the role of qualitative face-to-face inquiry may actually grow in the years to come." -Chris de Brauw, EVP, Fieldwork Inc.
"Rosenbaum provides an insider's perspective on the science of surveys and the manner in which a good research firm can be instrumental in helping clients develop new products or, equally important, decide not to invest in an endeavor. Organizations such as Gallup, Roper and A.C. Nielsen are well known, but, in truth, it is firms like LJS that propel business forward. Readers of will glean a greater understanding of the benefits and drawbacks of research, the firms that practice it, and the qualities that distinguish organizations." -Murray Forseter, retired editor/publisher, Chain Store Age
"Need To Know takes the reader through an enjoyable discussion of market research, LJS's role in its evolution, and Shapiro's unique approach and operating principles. As the CEO of specialty retail brands spanning more than 20 years, I can attest to the power and credibility of Shapiro's research and market intelligence. Shapiro helped us gain insight, greater clarity, and therefore better decision making. We were better able to serve our customers, avoid costly product mistakes, understand our competitive environment, and better yet, illumination into the future." -Michael Anthony
"Need to Know is the story of a company's 50 year adventure in finding the answer to the question why. Leo J Shapiro & Associates plays a unique role in the field of survey research through its innovative methodologies which have shaped how the industry answers the many why's about consumer behavior. Rosenbaum's rich anecdotes are interwoven with successes and sober assessments of non-successes, and lessons learned. As social change accelerates this is a must read for survey researchers, innovators, investors and anyone who is wired to ask why."-Jim Stoynoff, President, Synthesis Solutions LLC
Most helpful customer reviews
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I believe this book should be recommended reading for all survey research students as well as ...
By Terry Traynor
“George did a superb job of describing how Shapiro operated as a survey research company for over half a century. I was privileged to be part of this organization for many of those years and can attest to the truth of his accounts. His descriptions of the company are accurate, but more importantly, they tell a profound story not just of the company but the philosophy behind the workings of the company. For this reason, I believe this book should be recommended reading for all survey research students as well as practitioners.”
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