AOIUC ri.Tl'KAL, Al'l'HOl'lUATlu.S llllX, 1W4. 409 



a lon^ period of tiiiir; tliut Ih, h porio<i of a year and a half tu twu 

 years. I am coming to tin* [)art which will prohahly aii-swrr your 

 question. There is «jreal diHirulty in jjoiri^ hark to original reronJH. 

 if there are any. This a tiMie-<<»nHiniiinj; |)n»<e?«.s. One of the 

 prohlenis we have is tu pick out retailers who are open-iiiindpd 

 enou«;h to open their ho(»ks. aixl if they <io not have hooks, or roconlM, 

 or papers, j^ive us information s<» that w«' can use their data from 

 wiiicli to derive service mart^ins. 



Mr. Andkhsox. When you attempt to get tljese (igurcH, do you 

 take th«' individual dealers. <»r do you attempt to get volume trariA- 

 action whicli will give you a general averaged 



Mr. wSciioKNFKi.i). Yes; we are getting at it in that way. We try 

 to take typical estahlishments. I will use as an illustration a study 

 on which we are now working. In Boston we have taken exclusive 

 retail trade stores; the middle type of retail estahlishment and the 

 low-priced cash and carry; chain and hargain counter estahlishments. 

 We take this as being typical of a cross-se(;tion of the retail business. 



Mr. Andkuson. That is in the meat trades^ 



Mr. ScHOEXFKLi). No; we are making the studies with fruit and 

 vegetable and dairy products retailers. In Boston we have started 

 on the meat trade, and also in Chicag(». I will dwell on this later on. 

 In Chicago wt« are working with the Ketail Jiutchers' As.sociation 

 and are cooperating with it in getting costs «)f retailing meat. 



As 1 have pointed out, we are having dilliculty in getting satisfac- 

 tory records. Where retailei-s are willing to cooperate, we find that 

 their records are not in such shape that they ran be use<l. For 

 instance, they will record a sale of apples. That may mean anything 

 from western boxed apples to eastern barreled apples, or it may 

 mean ungraded apples. Records are seldom kept of the grades or 

 stantlards. 



In the Pacific Northwest we are making a study of the cost of 

 marketing boxed apples from the time they leave the orchard to the 

 terminal end. We are getting cooperation in Philadelphia ami Bos- 

 ton, Chicago, and New York City from some of the local research 

 agencies in the study of the terminal distribution of apples and other 

 fruits and vegetables. 



This work is necessary, nfiore necessary than sonn^ other typos of 

 market research. We can not ^o to a library or to a <lelinite agency 

 and collect this information. It is necessary to go to the books of 

 various marketing agencies, work with them, and over a long [)eriod 

 of time. For such type of work it is not advisable or practicable to 

 use untrained men. It recjuires men with a large amount of tact who 

 can handle rather delicate situations constantly arising antl %yho can 

 see the facts when they appear. The ordinary man traine«l in 

 accounting is not completely fitted for this type of work, lie must 

 have in addition to his training in accounting a broail. common-sense 

 training in business practice. He must see things that an ordinary 

 accountant would overlook The accountant usually sees lUo 

 figures before him and does not always see the related facts. I* or 

 that reason we find it necessary to engag*' a well-trained, high type of 

 personnel. 



After we have maile margin -tuilics tiuii \sc hope to proceed with 

 rather detailed cost studies. We are continuing some of the stuilies 

 in the recent marketing of live stock. At the request of the Master 



