Abstract
In the summer of 1941, a young graduate student from urban Milwaukee, Wisconsin, named Neal C. Gross, found himself in the rural countryside 50 miles west of Ames, Iowa. Told that farmers began work early in the morning, he got up early enough to ensure that he was standing on the doorstep of the first farmhouse before sunrise. While not familiar with farming, he was familiar with hard work. Gross conducted 21 interviews that first day, averaging 14 per day for the length of the study, accumulating overall a total of 345 personal interviews of Iowa farmers. Showing his ignorance of agrarian subjects, when asked by one farmer how he suggested controlling the noxious weed horse nettles, Gross responded that the farmer should call a veterinarian to look at the sick horse.1
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Notes and References
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© 2014 Michael Fisher, Martin Abbott, and Kalle Lyytinen
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Fisher, M., Abbott, M., Lyytinen, K. (2014). Technological Factors. In: The Power of Customer Misbehavior. Palgrave Macmillan, London. https://doi.org/10.1057/9781137348920_3
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