Research means that you don't know, but are willing to find out.

Research is an organized method of trying to find out what you are going to do after you cannot do what you are doing now. It may also be said to be the method of keeping a customer reasonably dissatisfied with what he has. That means constant improvement and change so that the customer will be stimulated to desire the new product enough to buy it to replace the one he has.

I expect to spend the rest of my life in the future, so I want to be reasonably sure of what kind of future it's going to be. That is my reason for planning.

Bankers regard research as most dangerous a thing that makes banking hazardous due to the rapid changes it brings about in industry.

Research is an organized method for keeping you reasonably dissatisfied with what you have.

The simplest way to assure sales is to keep changing the product the market for new things is indefinitely elastic. One of the fundamental purposes of advertising, styling, and research is to foster a healthy dissatisfaction.

No one would have crossed the ocean if he could have gotten off the ship in the storm.