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• Hazel Gaudet
• Joan Doris Goldhamer
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• Lillian Gottlieb
• Jeanette Green
• Hilda Hertz
• Herta Herzog (Massing)
• Barbara Hockey
• Frances Holter
• Carmen Isales
• Babette Kass
• Helen Kaufman
• Patricia Kendall
• Thelma Herman McCormack
• Margaret McDonald
• Trienah Meyers
• Alice Kitt Rossi
• Patricia Salter
• Jeanette Sayre
• Yole Granata Sills
• Mary Stycos
• Ruby Taylor
• Mrs. Paul Trilling
• Isabelle Wagner
• Katherine Wolf

THELMA ERLICH ANDERSON See Women of the Film page

RENA ROSS BARTOS (1918 - ) became what the New York Times called “one of the stars of advertising research” after starting a career at Paul Lazarsfeld’s Office of Radio Research in the early 1940s. Mentored by, and often at several points working alongside, Herta Herzog throughout her career, Bartos helped bring social scientific methods into advertising work.

Bartos was born and raised in Newark, New Jersey. She graduated from the Newark campus of Rutgers University in 1939 and continued on to Columbia University to pursue graduate work. Although her initial interest was in psychology, she quickly switched her focus to sociology and began working with Paul Lazarsfeld, and she co-authored an article on interviewer bias that appeared in the ORR’s Radio Research 1942-1943 (Udow and Ross, 1943). Bartos switched her focus again when she grew impatient with graduate school and left to take a job in advertising, where she would make her career.

Bartos worked at the Warwick and Legler advertising agency from 1942 until 1946, serving as an assistant to the research director of the agency and doing research related to radio and print media. In 1947, she conducted a readership study for a publication called 47: Magazine of the Year. To implement the study, she hired Columbia graduate students to conduct interviews. That same year, she joined the research department of McCann Erickson, working as an assistant to Herta Herzog, who had been searching for a social scientifically-trained assistant with experience in advertising. At McCann, Bartos learned to run the Lazarsfeld-Stanton Program Analyzer, conduct focus groups, and participate in the multi-method applied research that Herzog pioneered (which included motivation research followed by psychological tests administered on the subjects interviewed). Bartos got married, and then left McCann Erickson. She spent the next decade out of professional life, but occasionally did freelance projects for McCann at Herzog’s invitation.

During the 1950s, McCann-Erickson was transformed into Interpublic. The former research department was spun off into a research company called Marplan, with Herzog as its chairman. In 1962, Herzog invited Bartos to return to work as director of advertising research at Marplan, where she stayed for four years.

In 1966, Bartos was recruited by the J. Walter Thompson advertising agency to develop a creative research function. There, Bartos developed a program of communications research inspired by Herzog. This multiphase program moved from hypothesis generation to ad testing to large-scale studies to assess the real-world effectiveness of advertising campaigns. Bartos was named senior vice-president at J. Walter Thompson in 1977. About that time, the Advertising Research Foundation also asked her to conduct research on “the founding fathers of ad research” in preparation of a film project they were sponsoring (the founding mother Herta Herzog wasn’t included on the Foundation’s list of figures to remember at that time).

In the 1970s, a creative director at Thompson asked Bartos to develop a viewpoint on how to address the African-American consumer market. In order to answer his request, she turned to secondary research of census data and reanalysis of some standard, large-scale attitudinal and media studies to which the agency subscribed. She worked in collaboration with a task force of African-American staff members. This program of applied sociology went beyond communications research to redefine the targets for that communication. She realized that this approach could be applied to other ethnic, lifestyle, and identity groups as well. Following this pattern, she developed a study of the Spanish-speaking market, which in turn evolved into a specialized advertising agency.

The most visible application of this approach was to the women’s market. Starting with a simple comparison of working women and housewives, it evolved into a segmentation of women by occupation and attitudes, which Bartos called “The New Demographics.” The first public application of this approach came in a speech she gave to the Travel Research Association on the women’s travel market. This appearance led to media interest and requests for speeches and articles on the changing women’s market, which she designated “the moving target.” In the 1970s and ‘80s Bartos came to be recognized as one of the world’s authorities on marketing to women and published several books, including The Moving Target: What Every Marketer Should Know about Women (1982) and Marketing to Women around the World (1989). In 1985, she became the first woman chair of the Advertising Research Foundation. Two years later, she left J. Walter Thompson to form a consulting firm, the Rena Bartos Company. She was inducted into the Market Research Hall of Fame in 1989.

Publications:
Bartos, Rena and Theodore F. Dunn. 1976. Advertising and Consumers: New Perspectives. New York: American Association of Advertising Agencies.
Bartos, Rena. 1977. The Moving Target: The Impact of Women's Employment on Consumer Behavior. The Journal of Marketing 41(3): 31-37.
Bartos, Rena. 1977. The Founding Fathers of Advertising Research: A Tribute by the Advertising Research Foundation. Journal of Advertising Research. 17(June): 3-8.
Bartos, Rena Ross. 1977. Interview with Frank Stanton. Journal of Advertising Research 17:43-46. Reprinted in Everette Dennis and Ellen Wartella, eds., American Communication Research: The Remembered History (Mahwah, NJ: Erlbaum, 1996).
Bartos, Rena. 1978. What Every Marketer Should Know About Women. Harvard Business Review (May-June 1978).
Bartos, Rena. 1982. The Moving Target. What Every Marketer Should Know About Women. New York: Free Press. Bartos, Rena. 1986. Qualitative Research: What It Is and Where It Came From. New York: Advertising Research Foundation.
Bartos, Rena. 1989. Marketing to Women Around the World. Boston: Harvard Business School Press.

Other Resources:
Rena Bartos Papers (1960-1988), Duke University Libraries
NBC Interview with Rena Bartos on The Moving Target 

MARTHA BAYNE
Research: radio research, working with Paul Lazarsfeld, Rudolf Arnheim and Edward Suchman, did a study of refrigerator purchasers
Publications:
Bayne, Martha. 1937. County at Large. The Women's City and Country Club with Vassar College.
Arnheim, Rudolf, and Martha Collins Bayne. 1941. Foreign language broadcasts over local American stations. In Radio Research 1941, eds. P.F. Lazarsfeld and F.N. Stanton, 110-139. New York: Duell, Sloan & Pearce.

CAROL COEN
Research: 1947 magazine study of textile mill executives reading preferences, worked with Babette Kass

ALBERTA CURTIS
Research: Worked with Robert K. Merton on Kate Smith study and helped develop the focused interview as a research method along with Merton and Marjorie Fiske.
Publications:
Curtis, Alberta. 1939. The reliability of a report in listening habits. Journal of Applied Psychology 23(1): 127-130.
Curtis, Alberta. 1940. Listeners appraise a college station, station WOI, Iowa State College. Washington D.C.: Federal Radio Education Committee.
Curtis, Alberta. 1940. Radio and reading. The Saturday Review of Literature 11-13.
Sturmthal, Adolf and Alberta Curtis. 1944. Program Analyzer tests of two educational films. In Radio Research 1942-43, 485-506.
Merton, Robert K., Marjorie Fiske, and Alberta Curtis. 1946. Mass Persuasion: The Social Psychology of a War Bond Drive. New York: Harper & Bros. 2nd ed. 1958. Reprinted Westport, CT: Greenwood Press, 1971.
HELEN SCHNEIDER DINERMAN (1920-1974) was an extremely talented communications and public opinion researcher who died an untimely death as she was nearing the peak of her career. Born in New York City, she earned a bachelors degree from Hunter College and a Masters in sociology from Columbia by the time she was 20. In 1940, Paul Lazarsfeld put her in charge of statistical analysis for the groundbreaking election study in Erie County, Ohio that would become The People’s Choice. She played a similar role for the 1945-46 Decatur Study, which became the classic Personal Influence. She also collaborated and co-authored studies with Paul Lazarsfeld and C. Wright Mills. During World War II, she worked as a researcher in the Office of War Information and the Office of Facts and Figures. After leaving the Bureau, Dinerman worked for a year as a research analyst at the Scientific Department of the American Jewish Committee with the Institute of Social Research, where she conducted an audience reception study of an anti-prejudice film that grew into a fascinating article on unintended “boomerang effects” (Cooper and Dinerman, 1951). In 1948 she joined Elmo Wilson’s new International Research Associates (INRA), where she would remain until her death. Originally formed to provide research about Latin America to the business community, INRA quickly grew into a world network of survey research organizations conducting polls in 48 countries in the non-communist world. Dinerman conducted a wide range of international research, and became chair of INRA’s executive committee with Wilson’s death in 1968. In 1969, she was named president-elect of the World Association for Public Opinion Research (WAPOR) but fell ill before she could assume office. In 1981, WAPOR established an award in her name.

Publications:
Dinerman, Helen. 1948. Votes in the making. Public Opinion Quarterly 12(4): 585-598.
Lazarsfeld, Paul and Helen Dinerman. 1949. Research for Action. In Communications Research 1948-1949, eds. Paul Lazarsfeld and Frank Stanton, 73-108. Duell, Sloan, & Pearce: New York.
Mills, C Wright, and Helen Dinerman. 1951. Leaders of the union. Chapter 2 in The House of Labor, eds. JBS Hardman and M Neufeld, 24-47. New York: Prentise-Hall.
Cooper, Eunice and Helen Dinerman. 1951. Analysis of the film “Don't be a Sucker”: A study in communication. Public Opinion Quarterly 15(2): 243-264. Reprinted in Will Brooker and Deborah Jermyn, eds., The Audience Studies Reader (London: Routledge, 2003).
Dinerman, Helen. 1963. Image problems for American companies abroad. In The Corporation and its Publics, New York: John Wiley & Sons.
Dinerman, Helen. 1968. Elmo C. Wilson, 1906-1968. Public Opinion Quarterly 32(2): 319-20.
Dinerman, Helen. 1969. A call for international public opinion research. The Analyst. Reprinted 2001 in International Journal of Public Opinion Research 13(1): 5-9.
Further Information:
“Why WAPOR Has a Helen Dinerman Award,” International Journal for Public Opinion Research 13:1 (2001), 1-3.

RUTH DURANT
Master's Thesis: 1943. The structure and stability of public opinion: Some aspects of national morale.
Publications:
Durant, R. 1939. Watling: A survey of social life on a new housing estate. London: PS King.
Durant, Henry and Ruth Durant. 1940. Lord Haw-Haw of Hamburg: His British audience. Public Opinion Quarterly 4(3): 443-450.
Lazarsfeld, Paul, and Ruth Durant. 1942. National moral, social cleavage and political allegiance. Journalism Quarterly 19(2): 150-158.
MARJORIE FISKE played a large role in Columbia communications research from the late 1930s until she moved to California in 1955 and turned her interests elsewhere. Born in Massachusetts in 1914, she earned a bachelor's degree from Mt Holyoke College in 1935, and a masters degree from Columbia in 1938. That year she published the first of her many papers, co-authoring an article with Lazarsfeld that introduced panel studies as a new methodology. Over the next decade, she would be one of the core research associates at the Office of Radio Research and Bureau. In that time, she conducted a number of radio studies, interviewed listeners, administered and wrote about the Program Analyzer, and played a major role in conducting the Kate Smith study, which would become Mass Persuasion. She helped write a long training manual on focused interviews, which would later become the standard book on the subject. At the Bureau, Fiske also published other nuanced articles on audiences for motion pictures and children’s comics, before leaving in 1949 to become Deputy Director of Evaluation Staff for the State Department's International Broadcasting Service—the Voice of America (VOA). She stayed there until 1953, working with her future husband, the Frankfurt School émigré Leo Lowenthal, who was VOA research director from 1949 to 1955. In 1953 she took a position as executive director of the Ford Foundation's national planning committee on research in television, and returned to the Bureau to head up their Planning Committee on Media Research. She moved to California in 1955, and taught classes in the Department of Sociology and the School of Librarianship at Berkeley—in the latter capacity authoring an award-winning report on censorship in public and high school libraries. She co-authored a historical study of British popular culture with Lowenthal, and then moved increasingly toward studies of health, mental illness, and aging. She joined the Department of Psychiatry at the University of California’s San Francisco campus in 1958, where she introduced narrative interviewing methods to multidisciplinary studies that would allow subjects to “speak for themselves.” Her studies of middle age and adulthood were well-received and influential, and she was a productive researcher and an important role model for doctoral students in social psychology. Fiske won awards from the Gerontological Society of America and the American Psychological Association, and was granted an honorary doctorate by Mount Holyoke College.

Publications:
Lazarsfeld, Paul, and Marjorie Fiske. 1938. The “panel” as a new tool for measuring opinion. Public Opinion Quarterly 2(4): 596-612.
Fiske, Marjorie. 1939. The relative preference of low-income groups for small stations. Journal of Applied Psychology 23 (1): 158-162.
Meyrowitz, Alvin and Marjorie Fiske. 1939. The relative preference of low income groups for small stations. Journal of Applied Psychology 23(1): 158-62. (Princeton Radio Research Project)
Fiske, Marjorie. 1944. How consumers react to radio advertising by retailers. Sales Management April 15: 35.
Fiske, Marjorie. 1944. Program Analyzer. Film News 5(6): 3.
Lazarsfeld, Paul, and Marjorie Fiske. 1945. The Columbia Office of Radio Research. In How to Conduct Consumer and Opinion Research, Albert Blankenship, ed., 137-150. New York: Harper and Brothers. Reprinted in Hollywood Quarterly 1:1 (1945): 51-59.
Lazarsfeld, Paul and Marjorie Fiske. 1945. The Office of Radio Research: A division of the Bureau of Applied Social Research, Columbia University. Educational and Psychological Measurement 5(4): 351-369.
Fiske, Marjorie, and Leo Handel. 1946. Motion picture research: content and audience analysis. Journal of Marketing 11(2): 129-134.
Merton, Robert K. with Marjorie Fiske, and Alberta Curtis. 1946. Mass Persuasion: The Social Psychology of a War Bond Drive. New York: Harper & Bros. Reprint with a new Introduction, 2004. New York: Howard Fertig Publisher.
Fiske, Marjorie, and Leo Handel. 1947. Motion picture research: response analysis. Journal of Marketing 11(3): 273-280.
Fiske, Marjorie, and Leo Handel. 1947. New techniques for studying the effectiveness of films. Journal of Marketing 11(3): 390-393.
Wolfe, Katherine, and Marjorie Fiske. 1949. The children talk about comics. In Paul F. Lazarsfeld and Frank Stanton, eds., Communication Research, 1948-49 (New York: Harper and Brothers): 3-50.
Fiske, Marjorie and Leo Lowenthal. 1952. Some Problems in the Administration of International Communications Research. Public Opinion Quarterly 16(2): 149-59.
Merton, Robert K., Marjorie Fiske, and Patricia L. Kendall. 1952. The Focused Interview: A Manual of Problems and Procedures. Columbia University: Bureau of Applied Social Research (202 pp. 3 dollars). Revised and reprinted as The Focussed Interview. 1956. Glencoe, IL: Free Press. Reprinted with a new Preface by Merton,
Lowenthal, Leo, and Majorie Fiske. 1957. The debate over art and popular culture in eighteenth-century England. In Mirra Kamorovksy, ed., Common Frontiers in the Social Sciences (Glencoe, IL: Free Press), 33-112.
Lowenthal, Marjorie Fiske. and Leon Stein. 1964. Lives in Distress: The Paths of the Elderly to the Psychiatric Ward. New York: Basic Books. Reprint 1980. New York: Arno Press.
Lowenthal, Marjorie Fiske. 1964. Social isolation and mental illness in old age. American Sociological Review 29(1): 54-70.
Lowenthal, Marjorie Fiske and Paul L. Berkman. 1964. The problem of rating psychiatric disability in a study of normal and abnormal aging. Journal of Health and Human Behavior 5(1): 40-44.
Lowenthal, Majorie Fiske and Clayton Haven. 1968. Interaction and adaptation: Intimacy as a critical variable. American Sociological Review 33(1): 20-30.
Lowenthal, Marjorie Fiske. 1971. Intentionality: Toward a framework for the study of adaptation in adulthood. Aging and Human Development 2(2): 79-95.
Lowenthal, Marjorie Fiske. 1980. Changing hierarchies of commitment in adulthood. In Themes of Work and Love in Adulthood, eds. Neil J. Smelser and Erik H Erikson, 238-264. Cambridge: Harvard University Press.
Lowenthal, Marjorie Fiske and David A. Chiriboga. 1990. Change and Continuity in Adult Life. San Francicso: Josey Bass.

Other Resources:
Christine W. Kiefer, “Marjorie E. Fiske, Psychiatry, San Francisco.” University of California’s Calisphere
Marjorie Fiske Papers (1937-1949), Library Archives and Special Collections, University of California, San Francisco.

MAJORIE FLEISS 
Research: conducted several studies on Bloomingdale's.
Publications:
Fleiss, Marjorie. 1940. The panel as an aid in measuring effects of advertising. Journal of Applied Psychology 24(6): 685-695.

 

HAZEL GAUDET (ERSKINE) (1908-1975) was a fascinating and important character who turned survey and applied research toward politics as much as anyone associated with the Bureau in the early 1940s. Along with Herta Herzog, she was part of the Princeton Radio Project before it became the Office of Radio Research or moved to Columbia. She was co-author of the first two major studies the institutes published, The Invasion from Mars (1940) and The People’s Choice (1944). She administered and did some of the analysis for both field studies—of the radio panic caused by the 1938 War of the Worlds broadcast, and the 1940 presidential election as it played out in Erie County, Ohio. She conducted a number of other radio studies between 1939 and 1941 before going to work with the survey researcher Elmo Wilson, first at the Office of War Information and then at CBS radio. She helped with C. Wright Mills’ study of labor leaders, which became New Men of Power (1948). She also had an affair with Mills during the mid-1940s, and he credited her (eight years his senior) with helping his important White Collar (1951) become the book that is was (Mills, 1951).

Gaudet married and moved to Reno, Nevada in 1947, leaving academic life and turning her public energies toward politics and liberal social issues in her conservative new state. For nearly three decades, she was extremely active and influential in Nevada politics. She worked actively for Adlai Stevenson, played a catalyzing role in electing a progressive governor to the state, and “labored diligently and selflessly to protect the gains of labor and the rights of minorities, consumers, and women, as well as to defend the Bill of Rights against erosion and attack,” as a friend would remember (“In Memorium,” 573). Through the 1950s and ‘60s, she applied social research skills, well-spoken persuasiveness, and interpersonal warmth to politics and social causes. In 1966, she organized Nevada’s first chapter of the American Civil Liberties Union, holding meetings in in her living room until the group established firmer footing.

By that time, she had returned to academic publishing as well, bringing more than two decades of experience in survey research to reviving "The Polls," a regular column in the Public Opinion Quarterly. Four times a year from 1961 until her death in 1975, Erskine selected a timely topic and presented survey data and analysis of public opinion trends about it over the last several decades. In an era before personal computers and the Internet, this meant acquiring and filing thousands of surveys from Gallup and other public opinion organizations, and sifting through for questions relevant to the issue’s topic. Erskine shied not from controversy, and" The Polls" reads as a chart of issues that divided the country in the era: civil rights, religion, demonstrations and riots, women’s roles, free speech, and social welfare programs, among many others. Meanwhile, she became a statewide leader on civil liberties issues, aided inmates suing for prison reform, and provided major national figures with data and advice on capital punishment and gun control. She was elected to the ACLU’s national board in 1970, and remained part of it until she was struck ill in 1975. When she died later that year, the ACLU remembered her in a resolution, and Public Opinion Quarterly invited four different memorial tributes from people who knew her from the academic, political, and social welfare worlds to which she mightily contributed.

Publications:
Cantril, Hadley and Hazel Gaudet. 1939. Familiarity as a factor in determining the selection and enjoyment of radio programs. Journal of Applied Psychology 23(1): 85-94.
Gaudet, Hazel. 1939. The favorite radio program. Journal of Applied Psychology 23(1): 115-126.
Cantril, Hadley, Hazel Gaudet, and Herta Herzog. 1940. The Invasion from Mars. Princeton: Princeton University Press. Paperback, New York: Harper & Row, 1966.
Gaudet, Hazel. 1940. High school students judge radio programs. Education 639-646.
Gaudet, Hazel, and Elmo C. Wilson. 1940. Who escapes the personal investigator? Journal of Applied Psychology 24(6): 773-777.
Gaudet, Hazel and Cuthbert Daniel. 1941. Radio listener panels report. Washington D.C.: Federal Radio Education Committee.
Lazarsfeld, Paul F. and Hazel Gaudet. 1941. Who gets a job? Sociometry 4(1): 64-77.
Lazarsfeld, Paul F., B. Berelson, and Hazel Gaudet. 1944. The People's Choice: How the Voter makes up his mind in a presidential campaign. New York: Duell and Sloan. 2nd ed., Columbia University Press, 1948.
Erskine, Hazel Gaudet. A Revival: Reports from the Polls. Public Opinion Quarterly 25(1): 128-39.
Erskine, Hazel Gaudet. 1961-1975. The Polls. A regular feature in each issue of Public Opinion Quarterly.

Additional Resources:
“In Memorium: Hazel Erskine, 1908-1975.” Public Opinion Quarterly 39:4 (1975-76): 571-79. Memorials by Eleanor Singer, Herbert Hyman, George Rudiak, Ralph L. Denton, Elmer R. Rusco, Richard L. Siegel, and John M. Aberasturi.
Letters from C. Wright Mills to Hazel Gaudet Erskine, 23 Oct 1948, n.d. [Nov 1948?], Sept 1951, 11 April 1961; rpt. in Kathyrn Mills and Pamela Mills, eds., C. Wright Mills: Letters and Autobiographical Writings (Berkeley: University of California Press, 2000), 106-7n, 123-24, 126-28, 156-57, 329-30.

JOAN DORIS GOLDHAMER See Women on the Film page

ROSE KOHN GOLDSEN
Associations: Office of Radio Research, Columbia University Bureau of Applied Social Research--secretary then survey researcher
Publications:
Mills, C.W., C. Senior, and Rose K. Goldsen. 1950. The Puerto Rican Journey: New York's Newest Migrants. New York: Harper.
Morsell, John A. and Rose K. Goldsen. 1950. Who knows what about VD? Journal of Social Hygiene 36: 2-20.

LILLIAN GOTTLEIB
Publications:
Gottlieb, Lillian. 1947. Radio and newspaper reports of the Heirens murder case. Journalism Quarterly 24(2): 97-108.

JEANNETTE GREEN
Research: worked with Manuel Manfield and Marjorie Fiske, conducted various studies including a greeting card study, studies analyzing Golden Wedding whiskey's trademark, a readers' gratification study for American Magazine, and several other studies of both radio and television. She often used focused interviewing in her research studies.
Publications:
Cantril, Hadley, Hazel Gaudet, and Herta Herzog. 1940. The Invasion from Mars. Princeton: Princeton University Press. Paperback, New York: Harper & Row, 1966.
Herzog, Herta. 1940. Professor Quiz: A gratification study. In Radio and the Printed Page, ed. Paul Lazarsfeld, 64-93. New York: Duell, Sloan & Pearce. (see also 61-64 for an introduction to gratification studies, the first of its kind, and perhaps written by Herzog as well)
Herzog, Herta. 1941. On borrowed experience: An analysis of listening to daytime sketches. Studies in Philosophy and Social Science 9(1): 65-95.
Herzog, Herta. 1941. Survey of Research on Children's Radio Listening. Studies in the Social Psychology of Radio, No. 2. New York: Bureau of Applied Social Research.
Wyant, Rowena and Herzog, Herta. 1941. Voting via the Senate mailbag. Public Opinion Quarterly 5(3): 359-382 and 4(winter): 590-624.
Herzog, Herta. 1944. What do we really know about daytime serial listeners? In Radio Research 1942-43, eds. P.F. Lazarsfeld and F.N. Stanton, 3-33. New York: Duell, Solan & Pearce.
Herzog, Herta. 1946. Radio—The first post-war year. Public Opinion Quarterly 10:297-313.
Herzog, Herta. 1947. Psychological gratifications in daytime radio listening. In Readings in Social Psychology. New York: Henry Holt and CO.
Herzog, Herta. 1952. Listener mail to the Voice of America. Public Opinion Quarterly 16: 607-611.
Massing, Herta Herzog. 1986. Decoding “Dallas.” Society Nov/Dec: 74-77.
Massing, Herta Herzog. 1994. On communicative aspects of antisemitism. (A pilot study in Austria). Acta, SISCA. Jerusalem: Hebrew University of Jerusalem.

Other Resources:
Perse, Elisabeth M. 1996. “Herta Herzog.” In Nancy Signorielli, ed., Women in Communication: A Biographical Sourcebook. (Westport, CT: Greenwood), 202-211.
Letters from Herta Herzog to Elisabeth M. Perse, 12 September and 29 September 1994, and 4 April 1995. (generously made available to this website by Professor Perse)
BARBARA HOCKEY
Publications:
Merton, Robert K., Alisa Gray, Barbara Hockey, and Hanan C Selvin, eds. 1952. Reader in Bureaucracy. Glencoe, IL: Free Press.
Kaplan, Barbara Hockey, ed. 1978. Social Change in the Capitalist World Economy. Beverly Hills, CA: Sage Publications.


FRANCES HOLTER
Additional Associations: Princeton Radio Research Project
Publications: Holter, Frances. 1939. Radio among the unemployed. Journal of Applied Psychology 23(1): 163-169.

CARMES ISALES
Research: 1948 study with Clarence Senior on the Puerto Ricans of NYC (migrants) which became The Puerto Rican Journey: New York's Newest Migrants by CW Mills, C Senior and RK Goldsen in 1950, published by Harper.
Publications:
Isales, C. and F.G. Wale. 1953. The field program. The Journal of Social Issues.
Wale, F. and Isales C. 1964. The meaning of community development. Community Dei: Bull. 15: 90.

BABETTE KASS
Additional Associations: American Association for Public Opinion Research
Research: conducted or assisted in a number of studies looking at everything from business executive reading habits to the correlation between handwriting and grades in school as well as advertising effectiveness.
This biography will be expanded in the near future.

Publications:
Kass, Babette. 1949. Overlapping magazine reading: A new method of determining the cultural levels of magazines. In Communications Research, 1948-1949, 130-151. eds. Paul F. Lazarsfeld and Frank N Stanton. New York: Harper & Row. (based on 1945 Masters thesis, A New Method to Study the Cultural Levels of Magazines)
Kass, Babette. 1950. What Does Your Congregation Think? A Handbook of Survey Procedures. New York: United Synagogue of America.
Kass, Babette, and Rose Feld. 1954. The Economic Strength of Business and Professional Women. New York: The National Federation of Business and Professional Women's Club, Inc.
Kass, Babette. 1958. Content analysis in advertising research: Some new applications of the technique. Public Opinion Quarterly 22(2): 193-104.
HELEN J. KAUFMAN
Additional Associations: Clairol--Executive Director of Corporate Research: American Association of Public Opinion Research—President, 1980-81; Evaluation staff of the VOA—project director
Publications:
Kaufman, Helen J. 1944. The appeal of specific daytime serials. In Radio Research 1942-1943, eds. Paul F. Lazarsfeld and Frank N. Stanton, 86-107. Duell, Sloan and Pearce: New York.
Kaufman, Helen J. 1952. Implications of domestic research for international communications research. Public Opinion Quarterly Winter 1952-53: 552-560.
Kaufman, Helen J. 1981. Some issues of research quality. Public Opinion Quarterly 45: 422-427.
This biography will be expanded in the near future.


PATRICIA KENDALL (1922-1990) was a talented sociologist of communication and medicine who spent more than two decades as a research associate at the Bureau of Applied Social Research, before going on to a career focusing on medical sociology. She was born in Pueblo, Colorado, graduated from Smith College in 1942, and enrolled in graduate studies in sociology at Columbia. In her first years at the Bureau, she co-authored articles with Robert K. Merton on the focused interview, a book with Lazarsfeld on radio listening habits in the U.S., and an important study of “deviant cases” in communications research with Katherine Wolf. She went on to earn her doctorate in 1954, published her first book, married Lazarsfeld, and collaborated with Merton on a large and influential study of medical education. In 1965 Kendall finally left Columbia to join the sociology faculty at Queens College, where she served as chair in 1970-71. In the 1960s and ‘70s, she published a number of articles on science and medicine, in addition to editing a volume of Lazarsfeld’s papers.
This biography will be expanded in the near future.

Publications:
Merton, Robert K., and Patricia Kendall 1944. The boomerange response: The audience acts as co-author—whether you like it or not. Channels, National Publicity Council 21(7): 1-7.
Lazarsfeld, Paul and Patricia Kendall. 1945. The listener talks back. In Radio in Health Education, 48-65. New York Academy of Medicine: Columbia University Press.
Merton, Robert K., and Patricia Kendall. 1946. The focused interview. American Journal of Sociology 51(6): 541-557.
Lazarsfeld, Paul, and Patricial Kendall. 1948. Radio Listening in America: The People Look at Radio—Again. New York: Prentice-Hall. Reprinted. New York: Arno Press, 1979.
Kendall, Patricia, and Katherine Wolf. 1949. The analysis of deviant cases in communications research. Communications Research, 1948-49: 152-179.
Kendall, Patricia. 1954. Conflict and Mood: Factors Affecting the Stability of Response. Grencoe: IL: Free Press.
Merton, Robert K., Marjorie Fiske, and Patricia L. Kendall. 1956. The Focussed Interview: A Manual of Problems and Procedures. Glencoe, IL: Free Press.
Kendall, Patricia. 1956. The ambivalent character of nationalism among Egyptian professionals. Public Opinion Quarterly 20(1): 277-292.
Merton, Robert K., George G. Reader, and Patricia Kendall. 1957. The Student Physician: Introductory Studies in the Sociology of Medical Education. Cambridge, MA: Harvard University Press.
Kendall, Patricia, and Robert K. Merton. 1958. Medical education as social process. In Patients, Physicians, and Illness: Sourcebook in Behavioral Science and Medicine, E Gartley Jaco, ed., 321-350. Glencoe, IL: Free Press.
Kendall, Patricia. 1960. Clinical teachers' views of the basic science curriculum. Journal of Medical Education 35(2): 148-157.
Kendall, Patricia. 1961. Impact of training programs on the young physician's attitudes and experiences. Journal of the American Medical Association 176(12): 992-997.
Kendall, Patricia. 1961. The learning environments of hospitals. Journal of the American Medical Association: 195-230.
Kendall, Patricia. 1963 Medical sociology in the United States. Social Science Information 2(2): 1-15.
Kendall, Patricia. 1964. Evaluating an experimental program in medical education. In Innovation in Education, Matthew B Miles, ed. 343-360. New York: Teachers College Bureau of Publications.
Kendall, Patricia. 1965. The Relationship Between Medical Educators and Medical Practitioners. Evanston, IL: Association of American Medical Colleges.
Kendall, Patricia. 1967. Student evaluation of the Cornell comprehensive care and teaching program. Comprehensive Medical Care and Teaching: A Report on the New York Hospial—Cornell Medical Center Program, 312-344.
Kendall, Patricia, and James A Jones. 1967. General patient care: Learning aspects” Comprehensive Medical Care and Teaching: A Report on the New York Hospital—Cornell Medical Center Program, 73-120.
Kendall, Patricia. 1971. Consequence of the trend toward specialization. In Psychosocial Aspect of Medical Training, Coombs and Vincent, eds., 498-523. Springfield, IL: Chalres C. Thomas.
Kendall, Patricia. 1971. Medical specialization: Trends and contributing factors. In Psychosocial Aspect of Medical Training, Coombs and Vincent, eds., 449-497. Springfield, IL: Chalres C. Thomas.
Kendall, Patricia. 1982. The Varied Sociology of Paul F Lazarsfeld. Chicago: Columbia University Press.
THELMA HERMAN MCCORMACK--See Women of the Film page

MARGARET MCDONALD
Research: firemen's attitudes and morale toward pension system; report on public's awareness about existing health facilities

TRIENAH MEYERS
Research: 1942 study of Lucky Strike Hit Parade comparing of Hit Parade ratings and describing how eight songs moved in the ratings.
Publications:
Meyers, Trienah. 1955. Predicting market acceptance. Journal of Farm Economics 37(5): 1387-1394.
Meyers, Trienah. 1970. The extra cost of being poor. Journal of Home Economics 62(6): 379.
RUTH C. PETERSON
Reseach: lead author for two of the Payne Fund Studies of movies and children.
Publications:
Peterson, Ruth C. and Louis L. Thurston. 1932. The Effect of Motion Pictures on the Social Attitudes of High School Children. Ann Arbor, MI: Edwards Brother.
Peterson, Ruth C. and Louis L. Thurston. 1933. Motion Pictures and the Social Attitudes of Children: A Payne Fund Study. New York: Macmillan & Company.