HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and practitioner. As director of research development at McCann Erickson, together with Herta Hertzog and Marion Harper, he was one of the pioneers of modern advertising research. Former executive officer of Marplan, the inter- national research arm of the Interpublic Group of Companies, he is also the author of many works on sociological research. Ziesel is best known for Say It with Figures, now in its fifth edition in seven languages.