Imperial Valley press., 1944-06-15
When in Doubt.
Ring Doerkells!

~. S. housewives who make lemon
pie make it an average of two and
thirds times month during the
winter, and use an average of two
lemons per pie"
Overhearing that statement in the
Sunkist Advertising Department,
your reporter asked skeptically,--
'How can you know that? You'd
have to talk to all the housewives in
the country to find that out"
But it seems your reporter was
wrong. He learned that consumer
habits can be determined with un-
canny accuracy nOwadays-and
without ringing all the dOOrbells in
the nation either. The advertising
profession has devised new survey
technique. The public opinion polls
reported in the newspapers are
merely an adaptation of this method.
Sunkist was one of the first to adopt
it, and has used it for ten years now,
TO learn about consumer habits re-
garding citrus fruits.
With this new method you need to
ring a surprisingly small number of
doorbells to learn the facts-but
they must be the right doorbells.
You cal on rich people and poor peO-
pie in the same proportion as there
are rich and poor in the country as a
whole. You talk to as many farmers
prOpOrtionately as there are farmers
in the country as a whole-and so
on. You make your calls in all parts
CT the u. S. in proportion to popula-
ton.
This is called getting "truc cross
section" Research men find that
whom the cross section is right they
can get an accurate answer for the
whole u. S. public by Interviewing
only 5000 people!
Even so, it's big Job. In making the
latest nationwide Sunkist survey,
FOR example, 5006 housewives were
interviewed in 13 localities. The in
terviews took As minutes each. But
the results are mine OF important
information.
Has the breakfast glass of orange
juice become so universal that it
docs not need further promotion?
Not by long shot, say the surveys.
90 out of every 100 families now use
oranges. But even now only 76 out
of every 100 use oranges for juice.
And many Of these can serve it much
more often. This great national
health habit, developed by Sunklst,
still holds big possibilities for future
gains.
Another case: In 1913. a question
arose as to whether or not the
amount Of Sun!list Lemon advertis-
ing devoted to Lemon ard Water as
morning health drink and laxative
Chrst thin, on arising") should be
increased. A national survey gave
the answer, and proved a.. increase
was justified. II showed that previ-
Gus Lemon and Water advertising
had been bringing results. The num-
pSi vi Lemon anu w dter users Hdu
doubled from 1889 to 1912.
r r
In dozens Of ways this modern sur
vey technique has helped to guide
Sunkist promotion into the most
productive channels, prevented mis-
takes, assured the Exchange men,
Der of the biggest possible return
from his advertising investment.
It's this careful, responsible way of
serving the grOwcr-nOt only i'm Re-
search and Advertising. but in the
fields of Supply. Field Service, By
Products, Dealer Service, Legal
Service. Traffic and Sales-that has
made the California Fruit Growers
Exchange an outstanding farm CO.
operative.
Isn't it tint that you, too, availed
yourself Of its benefits?
Next report in this paper two weeks
from today.
California Fruit Growers Exchange
Sunkist Buildings Los Angeles %, California