ARCHIBALD CROSSLEY originated many of today's market research techniques. Founder of Crossley Surveys., he is widely noted for having been the first to measure audiences with his Crossley Radio Ratings, an innovation that, in the 1920s, laid the groundwork foriater audience testing procedures. He also conducted some of the first presidential political polls for the Hearst newspaper chain. Crossley was honored by his firm in October 1976 at its 50th anniversary celebration. In recognition of his contribution to the industry, the firm presented a grant in his name to the Columbia University School of Business. A member of Princetons class of 1917 he is now retired.