Reason: Measuring Up: Testing thePretensions of Market Research and Polling

Alternatively, the rise of market research could be seen not as threatening or malign but as a silly sign of our society's swelling wealth. That wealth allows us to indulge in what are often goofily scientistic attempts to stack up quantitative "knowledge" about men's minds. In the buzzing, blooming confusion of human choices and actions, such knowledge can be harder to pin down than many social research mavens care to admit... Reason: Measuring Up: Testing the pretensions of market research and polling