This document examines the work of Daniel Starch, emphasizing his work in educational psychology and advertising. After earning his doctorate in psychology (1906), Starch attempted to apply the findings of the new science to education and to advertising. This application met with much success. In advertising, he devised new sampling techniques and methods to measure what portion of sales could be attributed to advertising in any medium. In the field of educational psychology, Starch attempted to determine how to measure pupil achievement; explored the reliability and validity of grading practices; examined the use of standardized testing to improve instruction; investigated the efficiency of education; showed concern for the gifted student and accelerated programs; applied statistics to education; and attempted to determine the worth of school subjects. Starch also wrote a text in educational psychology which led the field for about 10 years. This text differed significantly from the works of other leading psychologists, especially in the areas of instinct and subject matter. (Author/JK)