Sobre as consequências do trabalho de Lazarsfeld

«From the dawn of commercial broadcasting, advertisers needed to know just what they were buying when they ponied up for a few seconds of airtime. The science of polling was in its infancy as radio became a mass medium, and pioneers such as George Gallup and Paul Lazarsfeld soon realized that the methods they developed for public opinion research had powerful potential as a marketing tool - and a opinion research» (Fisher, 2007: 192)