Necessity to study the needs of the consumer, and to provide service to product, was one of the main doctrines of quality taught to Japanese management in 1950 and onward. Foremost is the principle that the purpose of consumer research is to understand the consumer’s needs and wishes, and thus to design product and service that will provide better living for him in the future. A second principle is that no one can guess the future loss of business from a dissatisfied customer. The cost to replace a defective item on the production line is fairly easy to estimate, but the cost of a defective item that goes out to a customer defies measure.