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manufacturers or the merchants, or whoever it may be who make up the industry, but the ultimate consumer as wellin respect both to the price and to the manner of marketing the product.

Therefore, since it is proved that actual facts in the hands of the average man are much better than an endless number of theories, let us consider how he is to procure these facts.

An Important Function of an Association

One of the most important functions of an association is to give its members reliable information-facts-about the industry which it represents and about general market conditions. It is surprising to find out how few of the trade associations in the United States have gone into this matter hitherto in a businesslike way. The statistics which they have compiled have been so incomplete as to nullify their effort, and have made people exceedingly skeptical as to the value of all statistics. The World War, however, required a great many industries to get certain facts together in order that they might receive proper consideration by the Priorities Committee and such controlling organizations as were in existence in Washington during our national participation. This training in gathering together trade facts has really been one of the benefits that have come out of the war, although it is to be regretted that it needed the war to make people conscious of the necessity for such procedure.

So, of course, before the persons concerned in an industry can gain the facts they need, they must have some agency to collect and disseminate them. That is another reason for a well-organized trade association.

Confidence the Key-Note

It is necessary first that at least a few of the members in an association should have the desire for statistics or facts, and

enough confidence in each other to be willing to interchange this information through the secretary.

It is likewise necessary that these members shall have sufficient confidence in the secretary and that the secretary should be a man of such integrity that the facts can be given to him without a violation of confidence. Very few members of an association have enough faith in one another at the outset to make statistics possible. A new association makes a mistake if it endeavors to build up within a few months a complete statistical system of information. The attempt has been often made but it has never succeeded.

The usual result of an attempt to produce statistics too soon is that the statistics are of slight value and the members get discouraged; they lose their interest in the project and their desire for adequate and thorough statement of the facts fades out. An association should not be too hasty in undertaking this activity, important as it is, merely because some outside influence recommends it to them. After the members have become well acquainted with one another and have discussed matters in meetings, and after the desire for definite information springs up among themselves, then they can decide on what kind of statistics to collect.

The Danger of Undertaking Too Much

As stated above, it is undesirable for an association to try to get up its statistics all at once. The average vigorous business man is anxious to see things done as soon as possible, but all concerned should remember that they are dealing with human nature and bear in mind the psychology of the average man. You cannot force a man into a situation concerning which in the beginning he is skeptical. The business man naturally hesitates at first to give out any information about his business, even to a secretary in whom he has confidence. It is a process of education; and we all know that no man can

be educated overnight, no matter how good the teacher or how convincing the subject.

Simple Reports at First

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When, therefore, an association has decided to interchange facts, the interchange should be made just as simple as possible. If, for example, it is an associaton of lumber dealers, no attempt should be made at first to divide all the reports into the various grades of lumber, but rather lumber should be treated in the beginning as an entity, and the members should be asked to report merely what their total orders have been, what their purchases have been, what they have shipped, and what stock they have in the lumber yard. This information can then be compiled in total, and if there are twelve members, for instance, the report can state for that month or week, according to the time decided upon, just what the total condition is for those twelve members. There is no way then by which the individual business of a member can be known, and a member will therefore be much more ready to contribute his facts.

But even if there are but twelve members in an association, it will doubtless be found that at first only three or four of them will want to send this information to the secretary. Later on another one may come in, and then another, until all are reporting. This has been the experience of the few associations which do get up statistics, namely, that their statistics all began in a small way with reports from a few members only, and that the statistics gradually grew by the participation in the reports of a new member every month or so.

Elaborating Reports

After the members have had an opportunity to see the value of a small and simple report, they will of themselves suggest that the report be made a little more detailed. Then, to go back again to the example of the lumber industry, the

reports can be divided into grades and separated into as much detail as is desired.

When this point is reached the objection will be raised that as soon as one begins separating the reports into grades of material, or in any way refining them or making them clearer, the members who are dealing in one grade may see that another grade is doing better and shift over to that grade. Or it will be urged that if there are only two or three people dealing in a certain grade, the condition of the business of these few will be too well known. This is merely a fancy which does not work out in fact; but if such objections are urged, the association or secretary must not be discouraged or think the situation hopeless.

When reports have begun to be elaborated, the members will want more and more of them; and after several years, reports will be issued by the association which at the outset not even the most enthusiastic member would have thought possible.

But note well the statement that it takes several years. Many men and many associations have thought that their reports were valueless because they were not developed and perfected in a few months. If the average association is able to develop a reliable and complete system of reports inside of five years, it can consider that it has made exceedingly good progress. Some have made better time and some have taken longer; but the average is about five years.

Participation in Reports Voluntary, Not Compulsory

Some associations make participation in reports compulsory for all members. Generally speaking, better results are obtained if participation is voluntary. The old saying about leading a horse to water applies. Unless the member is convinced that the reports are desirable, his participation in them is worthless; the individual rebels at being forced to do any

thing against his will, and almost inevitably he looks askance at the results.

Participation in reports is a matter of education, and for that reason takes time and patience; but it is worth waiting for. When once the member has of himself expressed a willingness to bear a part he always does it a great deal better and receives a great deal more benefit thereby than if he had been made to do it. This statement, however, does not mean that the secretary should not endeavor at all times, in as diplomatic a way as possible, to call to the attention of nonreporting members the desirability of participation. Very often a member does not report simply because he is not really familiar with the purpose of the reports and how to make them out. He often thinks they are more trouble than they are worth. But the wise secretary, who knows each association member's personality, can frequently dispel such misunderstandings in the course of informal conversation.

Making Reports Accurate

In the beginning of this chapter it was stated that inaccurate association reports are most harmful. The question immediately suggests itself: "How can reports be made

accurate?"

In the first place each individual member must be accurate in reports which he sends in to the association. But one may ask, "How can you guarantee that he is telling the truth in his reports?" The answer is: When a member realizes the value of reports he does not wish to receive incorrect information, and therefore he is not going to send in incorrect information which will render inaccurate the total which he receives. The accuracy of the association report is in direct ratio to the accuracy of the individual statements on which it is based.

But, as noted already, if a man is compelled to participate

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