The chair recognizes the foundation's interest in scholarly research as it relates to the preparation of future business leaders. This position is awarded to the faculty member who serves as Director of the Center for Business and Economics. The endowment funds the director's research interest. This faculty chair was established by the Howard L. Willett Foundation as a memorial to both the father and son of the prosperous trucking firm. Faculty within the Center for Business and Economics are eligible to apply for the three-year appointment.
Appointees are to do research in their discipline and report findings in a public forum.
The focus of this endowment is to provide lasting support for educational opportunities in the area of market research. The objective is to help students interested in the field of market research develop technical competence, breadth of perspective, high ethical standards, and a strong sense of social responsibility. The endowment will enable Elmhurst College to create the David K. Hardin Institute for Market Research within the Center for Business and Economics to be a catalyst for developing courses and special program for a variety of audiences in the area of market research.