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PAGE SIXTEEN 9 THE CANADIAN STATESDE". EOWMIANV!LLE. ONTAPUO THURSDAT. O~. lut. 1989 Importance of Marketing'Research. As an Aid tol'nc-reased Efficiency Emphasîzed by Speaker. a! Rotary The importance of marketin, research as an aid to the in. creased efficiencv of busines! and industrv was emphasizeè by Walter Elliott, Toronto, ir his address at the Bowmanvill( Rotary Club luncheon meetinIc held at the Flying Dutchmar on Friday. Reeve W. David Higgon fi introducing the special speakei said that he had become ac. quamnted with Mr. Elliott soor after he arrived in Bowman. ville. As proprietor of The Fly. ing Dutchman Motor Restau. rant he s4id that it had been j pleasure to be a friend of hi for saine lime. Walter Elliott wa* born and educated in Montreal, ReevE Higgon said. He told the Ro. tarians that Mr. Elliott had re- ceived his primary education in French, and from the age of 14 on his higher educational stu- dies were taken in English. The resuit is that he 18 completely bilingual. In 1936 Mr. Elliott started ir busirness in Montreal with one employee, Reeve Higgon stat- ed. In 1940 he moved to Toron- to wher.i the head office of hhs business now is. and he also has officcs in Montreal, Winnipeg and Vancouver. There are l10 people on the office staffs and 1,800 employees in the field working for this firin. one of the largest research firms in Canada. Reeve Higgon pointed out. The namne of the firni is Eiliott-Havnes Limited. Mr. Elliott is a member of the Toronto Rotary Club, and has been activre in the affairs of Ro- tary for a number of years, Reeve Higgon stated. Marketing Research Mr. Elliott announced that he would like to speak on "Mar- ketin-g Research, a Guide post to Sound Management." He pointedt out that the Rotarians as business and professional mien have ail corne in contact with marketing research re- ports, -or their equivalent. and wiRl do so more and more as the demand for this research for helpful information in- creases. He referred to the enor- mous development of this ser- vice in the last 25 years. Business men owe it ta their work to famil iarize themselvés with the part research plays in modern business, and how It SEE US TODAY For- The Finest Automobiles For- Fair and Square Dealing For- Low Down Payments and Easy Ternis. Thousanils agree, and so do we, it's none other than ArI's Car Market 194 & 196 Church St. Dowmanville MA 3-5064 THREEPS A FAMILY... o. .and ail familles need the protection of lif e insurance. Fortunately the proud father knew that the Sun Life had po)licies ta fit every life insur- ance need and already a) his wife and child are assured of an incone« in the event of his death; b>)lie and his wife wil have an incarne to add to his pension if he survives to re- tirenient age; c) funds will be availabie to send lus littie girl te college. Banner Passant Represenative MA 3-3258 53 Brown St. Bowmanville SUN LIFE 0F CANADA g can be put to work profitably and wrong 50 per cent of the i- for you," he stated. time. But on Kettering's test, He told of ofice having bad without benefit of factual data ithe privilege of calîing on executiveý judgement was right n Charles F. Kettering in New 58 per cent of the tie, or 8 e York CitY, who is the perennial percentage points better than 9 research director of General the toss of a, coin," Mr. Elliot *> Motors, and has in many ways, pointed out. contributed ta the phenomenal Importance of Sound Data *i success of GM thraughout, the He added that this points up ýr world. -the importance of well organïz- Opinion Xi Tolerated ed data as a guide ta sound n "'1. Kettering's office is not management.. There is real -unlike those of otixer top exe- waste when a wrong decision -cutives, with but one exception is made, the waste of 42 per a -the walls are bare of pictures, cent places a terrifie burden on ý nd other ornarnentation. There the operational costs of compor- is only one frarned sboga o ations, he said, and explained the wall. "~Opinion is tolrated that there is littie wonder that ehere. only in the absence of mTodern business has an almost fact."............insatiable appetite for facts and "In' keeping pace with the in- dustrial revolution of the 20th century, management has been e reaching out for stronger and botter administrative aids. It is because of this that we have seen the developinent of this new and vital business aid, e marketing research. Organlzed Common Sense S Marketing research is the s study of the methods and pmob- 9 lems in distribution of goods 9 and services, Mr. Elliott said. 1 This embracos a multitude of things, and as a resuit market- f ing research is applicable to virtually ail business in sortie formm or another. Mr. Elliott j temmed marketing research to Walter Elliott be "studied, reasoned and or- ganized common sense."1 3 Mr. Elliott explained that he H odo nacrs i a Ihad asked Mr. Kottering if the i entl fa diesb a intolerance of porsonal the Varii ncovoSBaed indcatd b th slganopinions igrou ofthe VrcoivirBndoares indiate bytheslo a aso ap- of Trade. Afterwards- one of the plied to informed executive members, a flomist, asked his opinion. The General Motors help in the problem of how to executive had rcplied that ho soul more flowers. had made a study on the accur- BaeOnricpe acy and reliability af executîve Mr. EliO told the Rtrin opinion. thtr.arelit dth eearikes In this study more than 100 ta raktn eerhlk top executives had been pol1'ed any other organized science is and asked what action they based on principlos and formu- would recommend regarding lae. H-e recailed that the most certain problems confronting effective and profitable. selling the automotive industry. A sub- takes place when some or al sequent comprehensive survey of the followîng factors are had proved that 58 per cent of prosent. (a) The prospect must the executives had been right be in need of the product or in the advice they had offered service, (b) the prospect must and 42 per cent wrong, Mr. Ket- be approached at the time the toring told him, the speaker need is greatest, and -(c) the stated.ternis and éonditions of pur- "Itate in dpnedu chase must be such as to per- the toss of a coin. one could be mtiieit cetne right .50 per cent of the time, IIow to Soul FloWers -~ - Applying this principle to theo sale of flowers Mr. Elliott lelt S ALEM that a large untouched market was the executive on his wed- Salm WA.hel thirSep Iding anniversary. A crew of Sale W.. hed teir ep-girls were put ta work on the tember meeting at the homne of files of the local daily papers Mrs. Les Ceembus. President finding who married who and Mrs. Gerald S'hiacklton opened when. The naines were further the meeting with the theme checkod throughi directories for hymrn and prayer. It was de- up-to-date add.resses, and a card cîded ta hold a sewing meet- list of approximately 3,0001 ing at Mrs. Deug Reynolds, on names, filed according te day Thursday, Oct. 1. We are in- of the year, was given te the vitînig TYrone W.A. ta aur Oc- florist. The resuit repomted by tober meeting. Financial re- flomist was the sale of 2,100 ports of two dinners servud 1bouquets the fimst time round, during the summer were giv- 70 per cent of the list; and the en. Mrs. Ken Shackleton and satîsfied new customers con- her group were in charge of tinued to buy flowers from hlm, meeting. Mrs. Gorald, Shackle- Mr. Elliott related. ton gave the Bible reading and He Had Only To Ask Them devotional. Miss Shirley Co- "My a odyi 8 e ombes favoured with several of age. When he8was arun piano solos. Mrs. Bob Collacott ofage hn he was aedwuthth gav a eadng.Mrs L.Welsh E W. Gillette Company, which, gave a missianiary reading. later murged with othur cam- Lunch was served iby the grouppnistfomGnrlFd. ined chreadsca imo un- The president and general man- joyed.ager of the Gîllettu Company There was a good attendance was a man by the namne of DO-' at the Rally Day service at bie, who was regarded as onxe Sunday School last Sunday. of Canada's leading business- MÉr. Gorald Shackleton was in mon. His company was spend- charge of the prograin. Eric ing in uxcoss of $250,000 a yoar Shackleton assisted in the re- in advertising, and used ai] sponsive roading and Larry available media. Onu day my Welsh read the sciptume. Dad asked Mr. Dobie 'What Rev. F. Jackson told a very type of advertîsing« gives us the interesting story entitled "See best rosults?' Dobie's reply was witdx your eyes." A special of- 'I wauld be willing to pay an fering for missianary work amount erjual to what we are was roceived.i now spending on advertising ta, Miss Grace Blackburn at- Igot the answver ta that ques- tendod a leadership course at tian!' What the great Mr. Do- Quin-Mo-Lac on Saturday. bie did not rualize was the an-: Miss Catherine Foster is a 1 swum ta his question was on the patient in Hospital for Sick lips of -bis çustomems. He had Children, Toronto. followingj only ta ASK them."l an aperation. Best wishes for 1Mr. Elliott reforred to a re- a speedy recovery. 1 mark of the merchant tycoon, Mr. and Mrs. F. Blackburn!r John Wannamakem in New FISK TIRES -Mr. Elliott thon gave the Re- and tarians and instance o! a typi- and cal research problem ha. which BATTERIES the operation resulted in the praper pricing of an item now used in practicallv every home, in North America. I Becoming More Vital iHo summed up by emphasiz- search, and the whole field of fact finding, is daily becornxng' E SiTATIO N!more and more vital to govera: ment andto nutyI cm1 p tsatwo wayciut and is t C ~ U ~ *a way in which the publiec can WâV 8LW * comTunicate iwith business in- dustry and govomnrnent. Mm.; jElit rexnarked that the foi- il lowing words of Abraham Lin- coln are meaningful today: "If we could but knowwhere we, are, and whithem we are going, we would botter know what to do, andi bow te do it."' Arthur Ribey moved a vote of thanks te Mir. Elliott. Ho ox- pressed appreciation of Mr. Elliott's thought provoking ad- dmess and the valuable informa- tion he hadi given. R. P. Rick- aby, lst-vice president, of the club, who presided at the luit- cheon meeting -alsq added bis own tlianks te Mr. Elliott for his excellent address. 1 A coloured motion picture film of the Bowmnanville Rotar- ians busy at their car washhng project recently, was sbown by Bill Thiesberger. A prize was presentud ta Rex Welters, past president o! the Bowmanville Rotary Club for having worked the hardest at the praject. Mr. Walters iii tuma stated that B3111 Momison, one of the newost members o! the club, -who had devotedi the ontiro day te the project, deservedi the prize. Guests at the luricheon meet- in g weme J. D. Davey, Mark- dale, Ont., Glenholme Hughes, Bowmanville, Stanley Loveil, and George Fletcher, both of Oshawa. WESLEY VILLE We are glad to report txat Wayne Clarke, Port Biitain, who bas been ha Port Hope hospital for the past weeek fol- lowing an accident, is doing well and arrived home on Mon. Sept. 28. On Wédnesdaiy September 23 about 15 ladies met at the home o! Mrs. E. Barrowclough for a Save the Children Ton,i Redi Cross quilting, and a visit with Mrs. Hayden of Toronto. Mms.HayFden 'celebi'atea her 90th birthday next monili and had nuny thinga lia tel! her old neighbours, of her last bus tour, a trip to New York in August. She ,rturned te Toronto on Sundia ater spending a woek here. hMrs.McHolm and Mrs. Anderson of Morrisb and Mrs. H. CaswelaofZMon were ,Also presenit. SundeOr scbool was held ear- lier last Sunday morring so that ail iwho wished might at- tend the, annivemsary services 'at Morrish. Many did go and enjoyed a fine service and an houm of fellowship. Parents of grown up familles may expect events ta ho al- ways on the march but the Beightons had a littile toocnîueh excitement last week. First camne word a new great grand- son, then two daughters were ln hospital for major opera- tions, Mrs. M. Clarke in Hamil- ton and Mrs. Reg Bée in Port Hope. ARl are doinig well. While Id.rs. Hayden was hoe hins past week sbe was enter- tained at the Harold Barrow- clough's, Leonard Oughtred's, Mrs. I.. Hôldaway's and called ait her old home, now owned by Mirs. Toppin. Everyone ln the community ,Is busy preparing for the fowl supper on Wednesday night and leoking forward te the an- nivesary- the last ln the first century of this chumch.t Over 50 of the regular Sun- day school members fmom hoe atiended tthe Sunday School rally at Welcome an Fridey ovoning. They brought back the attenidance banner which they have heldi for a year. This banner is for attendaince at the rally not for every Sunday at- tendance and is based on the average for theo year which was 50 for this sunday sebool. Mur- ray Payne is president of the Towtîship Sunday School As- sociation for another year. Chipmunks, mice -and blue jays are in. the news in the ani- mal wprld this week. Leonard Oughtmod foud some hall grown chipmunks wbic~h loeked as if they had been affected by fali- out or somethin-g. Their heads ibad the usugal coat of fur, theme was a strip of fur down the_ Wins Brand New Bicycle Bily Tendam of Newcastle wag a happy boy this week, riding his new bicycle to school. He won it during the lucky draw at Toms' IGA Grocery. In a couple df weeks, some young lady in the area will also have her name drawn for the girl's bicycle shown in the window. From left to right, Murray Peterson, Bily Tendam and Bud Wagar. back and on the sides, the rest tlhey poumed down Ilium like a of the hido vas naked. Mice streain. The pied piper must arme either gathering for a fall have been around for onily the convention or migrating some- stray one has been seen since. where for when the light was Much lavelior than either are turned on in a farm building the flocks af! blue jays flying the other night, te floors and by for several days past, add- walls seemed alive %ith mice. ing their ibright boauty ta the Thuy main up the walls ln col- September days, already col- umns, andI whero theme were our ed with fall's misty light heles by the dace and feed can ýantI fast colouring leaves. 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