446 JOURNAL OF MARKETING RESEARCH, NOVEMBER 1976

Explorations in Economic Research is sponsored by plethora of new journals in print, one would guess
the National Bureau of Economic Research. This that the eight noted here scratch only the surface.
journal is designed for the publication of research Readers knowing of new journals with an editorial
papers on topics of national importance such as thrust related to marketing and consumer research
economic growth, business cycles, and environmental are invited to inform the Book Review Editor about
concerns. Each issue includes the ASA/NBER Busi- them. Possibly a review of new journals will become
ness Outlook Survey. Examples of articles included a regular feature in this section. Pleasant reading.
are "On the Classifications of Economic Fluctuations"
and "Anticipatory and Objective Models of Durable THE SAMPLE SURVEY: THEORY AND PRAC-
Goods Demand." TICE, Donald D. Warwick and Charles A. Lininger.
New York: McGraw-Hill, Inc., 1975. 344 pp. $9.95
The Review of Public Data Use is an interdisciplinary hard cover; $6.95 soft cover.
journal devoted to public data and its use. The journal
publishes original articles and current awareness in- Although the title implies coverage of both the theory
formation on social science research and methodology and practice of sample surveys, this book is oriented
using publicly available data bases. Each issue contains mainly toward the practical aspects of surveys, rather
Data Access News and 1970 Census Technical Bulletins than the theoretical. Not that this is a criticism—it
sections. Examples of original articles appearing in is heartening to see a work which does address the
the journal are "Small Area Census Data for Making practical side of survey research. The authors take
Business Policy Decisions" and "Cleaning Up, the reader from the initial planning stages of a survey
Matching and Merging Data Eiles." through the analysis of the results, examining in detail
each and every stage. Of particular merit is their
The publications cited in this review are not an continuing emphasis on the "forward and backward
exhaustive compilation of new journals. Given the linkage" of the various stages of a survey, showing
No. of
Editor s Publication articles Subscription
Publication name/address frequency (approx.) price
Muitivariate Dr. Charles Burdsal Quarterly 5 $16—U.S.
Experimental Dept. of Psychology #34 $22—Other
Clinical Wichita State University
Research Wichita, Kansas 67208
The Journal William David Smith Semiannual 7-10 $10—Regular
of Black University of Cincinnati $15—Instit.
Psychology 112 Old Commons
Cincinnati, Ohio 45221
Human Gerald R. Miller Quarterly 7-8 $15—Instit.
Communication Dept. of Communication and
Research 256 S. Kedzie Hall Nonmem.
Michigan State University $ 5—Single
East Lansing, Michigan 48824
Personality Professor Clyde Hendrick Quarterly 20 $15—Instit.
and Social Dept. of Psychology $ 5—Personal
Psychology Kent State University
Bulletin Kent, Ohio 44242
Journal of Michael I. Posner Quarterly 15 $16—U.S.
Experimental Department of Psychology $17—Other
Psychology: Human University of Oregon
Perception and Eugene, Oregon 97403
Performance
Current Mrs. Elizabeth Hastings Monthly 35 $30—Non-
Opinion P. 0. Box #624 profit
Williamstown, Massachusetts 01267 $45—Other
Explorations Jane Z. Forman Quarterly $15—Domestic
in Economic National Bureau of $16—Foreign
Research Economic Research
261 Madison Ave.
New York, New York 10016
Review of Linda Sollosi Bimonthly $60—Domestic
Public Data DUALabs $75—Foreign
Use 1601 North Kent Street
Arlington, Virginia 22209
NEW BOOKS IN REVIEW
how each part of the process interrelates with all other
parts. As noted in the Foreword, this book obviously
is written by people who have been through the
research process many times. Perusal by an experi-
enced researcher almost becomes a challenge to dis-
cover practical aspects of survey research that have
been omitted. Although some items may have been
overlooked, they are few and far between. Overall,
each stage of the research process is treated in deptb
and with expertise.
The major drawback of this book is its concentration
on social science research, rather than survey research
in general. Thus, many of tbe problems unique to
"consumer" marketing research do not surface. For
example, personal interviews are assumed throughout
the text—telephone interviewing is virtually ignored.
Indeed, many of tbe problems cited by tbe authors
in their discussion of field work bave led directly
to the recent surge in popularity of central-location
telephone interviewing. Fortunately, bowever, it is
usually easy to generalize from the particular problems
of social science research to otber areas of researcb.
This book is well suited as an introductory text
to survey researcb. Many of tbe introductory texts
in this area completely ignore tbe practical side of
researcb, dwelling strictly on tbe tbeoretical. As noted,
though, tbis text does not cover tbeory in any deptb.
Thus, it should be viewed as a complement to a more
tbeoretical text, ratber tban as a substitute.
M. Lee Hite, Jr.
MARC
Dallas, Texas
HISTORICAL STATISTICS OF THE UNITED
STATES: COLONIAL TIMES TO 1970, U.S.
Bureau of tbe Census. Washington, D.C.,
1975. 1298 pages. $26.00 per two-part set.
From tbe impact of tbe Boston Tea Party on colonial
drinking habits to tbe balance of international pay-
ments, this statistical capsulization covers America's
economic, social, and political history from colonial
days to 1970. Publisbed by tbe United States Depart-
ment of Commerce, and tbe tbird in a series of
volumes, it updates data from 1957 to 1970. Tbis
contribution to tbe United States' 200tb birthday,
dubbed tbe "Bicentennial Edition," is one of tbe few
red, wbite, and blue mementos wortb acquiring.
Tbis two-volume compendium of tbe Bureau of tbe
Census Historical Statistics contains 1298 pages
packed witb more tban 12,500 statistical series covering
everything from population to agriculture, energy,
government, and more. As sucb, it is a vital addition
to tbe marketing researcher's reference library, and
will be useful as well to students and teachers of
history, economics, and business in general, for eitber
specific annual data or long-term trending information.
Easy to read and logically ordered, tbe volumes
447
include specific references to where tbe most current
information can be found as well as tbe original source
of data, permitting easy cross-reference wben neces-
sary. Moreover, tbere are short explanatory notes for
nearly every data series provided. Sources range from
Official Census figures to original manuscripts from
libraries tbrougbout tbe U.S. and abroad.
At first this compilation of facts and figures is
overwbelming, but upon noting tbe price (20 per page
and .0020 per statistical series), even tbe most frugal
will be in awe. Tbis is a real bicentennial bargain.
Lawrence J. Buntin
Lacy, Skloss & Plueckhahn, Inc.
Austin, Texas
SOCIAL INDICATORS AND SOCIAL CHANGE:
ELEMENTS OF AN OPERATIONAL SYSTEM,
Karl A. Fox. New York: John Wiley and Sons,
1974. 328 pp. $14.95.
Social Indicators and Social Change by Karl A.
Fox, distinguished economist, is an unusual and valua-
ble new approach to social indicators. In tbe past
five decades, social indicators bave evolved to become
important facets of tbe comprehensive information
system underlying modern policy evaluation. It is rare
to find sucb an interesting fusion of economic and
bebavioral tbeory coming from an econometric per-
spective. Tbis creative fusion may well be tbe real
message of the book, especially for those who see
social indicator researcb as needing sucb tbeoretical
integration in tbe future. Writing earlier in The Ameri-
can Economic Review, Herbert Simon and George
Katona at different times attempted to integrate psy-
cbological and economic theory. Katona is well known
for his success in formulating a new kind of economic
social indicator based on attitude studies of consumers'
intentions and plans to buy. In bis presidential address
to The American Economic Association, John Kenneth
Galbraitb recently upheld tbe importance of bebavior-
al analysis, as did Kenneth Boulding in an earlier
presidential address to tbe same group. Yet tbe appar-
ent response of many economists to tbese issues bas
been studied indifference.
Offering a very technical discussion of social indica-
tors. Professor Fox bas journeyed into that new
borderland between social and bebavioral tbeory and
econometric analysis. In a singularly insigbtful exam-
ple of tbeoretical cross-breeding, be has attempted
to adapt Roger Barker's pioneering work in ecological
psychology. In addition, Talcott.Parsons' concept of
"generalized media of social excbange" brings to mind
Boulding's urging that economics be viewed as a form
of excbange. Surprisingly, even Erik Erikson's longi-
tudinal tbeory of psycbosocial development and Eric
Berne's transactional analysis are also points of in-
tegration in tbe Fox-Van Moeseke model of social
income. Fox seeks to convert tbe behavioral units