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Modern Marketing Research Concepts Methods and Cases 2nd Edition Feinberg Kinnear Taylor 1133188966 9781133188964 Solution Manual
Modern Marketing Research Concepts Methods and Cases 2nd Edition Feinberg Kinnear Taylor 1133188966 9781133188964 Solution Manual
CHAPTER OUTLINE
Research Design pg 54
A research design delineates what data to collect and how to collect them. It must specify:
the type of information to be collected (consistent with the study objectives)
• possible data sources
• the data collection procedure (accurate, economical and timely)
Types of Research
Three sometimes overlapping streams of marketing research:
1. exploratory research—information to improve research
2. conclusive research—information to help choose between courses of action
3. performance-monitoring research—feedback on chosen course of action
Exploratory Research
Exploratory research helps determine the “space” of possible marketing actions by facilitating
problem recognition and definition. It is appropriate when the research objectives include:
1. identifying problems or opportunities
2. gaining perspective on the nature of the problem
3. gaining perspective on variables involved
4. establishing priorities
5. formulating possible courses of action
6. identifying possible pitfalls in doing conclusive research
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accessible website, in whole or in part.
Conclusive Research
Conclusive research aims to narrow the field of strategic alternatives down to one. It can be
subclassified into descriptive research and causal research.
Descriptive Research
Descriptive research characterizes marketing phenomena and associations between them without
testing for cause-and-effect relationships. Descriptive research is appropriate for:
1. determining the frequency of occurrence of marketing phenomena
2. determining the degree to which marketing variables are associated
3. making predictions regarding the occurrence of marketing phenomena
Cross-Sectional Design
Cross-sectional research design, often used in descriptive research, samples population elements
at one point in time through surveys. Cross-sectional design is intended to be done just once,
without ongoing surveying of participants.
Causal Research
Causal research gathers evidence regarding cause-and-effect relationships through a structure
designed to minimize systematic error, maximize reliability, and allow reasonably unambiguous
conclusions regarding causality. It is appropriate for studying which variables give rise to an
effect, why they do so, or how the causality works. Although surveys can be used to test
hypotheses, controlled experiments are better for assessing causal hypotheses.
Performance-Monitoring Research
Performance monitoring relate inputs to outputs by tracking marketing mix and situational
variables, as well as sales, share of market, profit, and return on investment, in order to
determine whether plans are achieving objectives, whether the marketing program is being
implemented as planned, and whether the business environment is as anticipated when plans
were formulated. Data sources appropriate for performance-monitoring research include
questioning of respondents, secondary data and observation.
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accessible website, in whole or in part.
• gather more accurate data than cross-sectional surveys
• gather extensive background and geodemographic information on participants reduce
bias through period-by-period recording of purchase
• tend to cost less per data point than surveys.
Disadvantages of panels include unrepresentative sampling, which occurs when the panel differs
from the target population in certain characteristics, and response bias, which results when panel
members’ responses are affected by being on the panel.
Observation of Respondents
Observation involves the recording of the respondent’s behavior in order to eliminate errors
associated with the recall of behavior. This is often less costly and more accurate than asking the
respondent to recall the same behavior at another point in time. While observation can accurately
record what people do and how it is done, it cannot be used to determine the motivations,
attitudes, and knowledge that underlie behavior.
Case Histories
The case history approach involves intense investigation of prior situations that are analogous or
appear relevant to the current one, particularly in situations involving complicated interactions
between variables. Target cases are selected to help
• identify relevant variables
• indicate the nature of the relationship among those variables
• identify the nature of the problem or opportunity present in the original decision
situation Data sources include:
• records and reports
• observation of key variables
• discussions with experts and lay users
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accessible website, in whole or in part.
Marketing Simulation
A marketing simulation represents the marketing system incompletely through an analogous
version of marketing phenomenon that was created using a statistical model. Based on data
inputs on the independent variables and established probabilities regarding their effect on the
dependent variables under study, the formal system can be used to generate probabilities for
outcomes of interest.
Experimentation
Experiments involve the direct manipulation of key independent variables, and measurement of
their effects on dependent variables, in order to support relatively unambiguous statements
regarding cause-and-effect relationships. The objective is to control for other variables that might
confuse one’s ability to make valid causal inferences while measuring the effects of the
independent variables on a dependent variable.
Secondary Data pg 69
Primary data are collected specifically for the research needs at hand, whereas secondary data
have already been collected for some other purpose. Internal secondary data are generated and
made available within the organization; external secondary data originate outside it, in
government publications, trade association data, books, bulletins, reports, and periodicals.
Internal Data
Organizations collect internal data as part of their normal operations. Advantages of internal
secondary data are low cost, accuracy and easy availability.
External Data—Syndicated
Syndicated data sources are companies whose core business is collecting and selling standardized
data to other firms. The data collected are selected to serve information needs shared by client
firms, including:
• consumer data
• retail data
• wholesale data
• advertising evaluation data
• media and audience data
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accessible website, in whole or in part.
Technological development in computer hardware and software has brought about innovations in
the data gathering and processing techniques used in marketing research.
Technology Changes
Data types are increasingly gathered by electronic methods, including UPC scanners, split-cable
TV, internet technologies, and “people meters” for monitoring television viewing habits.
[Features on current innovations in technologies appear throughout the book, including one on
neuromarketing (pg 156), two on online MR (pgs 239 and 257), one on micro-targeting and
survey panels (pg 565), and one on customer analytics (pg 590). The feature on multinomial logit
analysis (pg 465) and the section on the Heckman Model for correcting selection bias (pg 585)
also illustrate how the landscape of marketing research continues to be transformed through
theoretical advances made possible by improved computational power. Although the later topics
involve more advanced understanding of quantitative analytical techniques, the instructor might
wish to reference to such advancements to impress on students how technological innovations
and improvements continue to revolutionize the field.]
Single Sourcing
A single source is a marketing research provider having a single, comprehensive, and integrated
database that contains everything the client needs to conduct its marketing research program,
including sales tracking and household-level purchase behavior as well as other data collected
via UPC scanners, people meters, split-cable advertising, and panel data. Single-source
information supports the ability to make decisions in real-time response to the market.
When determining appropriate sources of marketing data while designing a research project,
survey research should be used only if the data cannot be collected via secondary data. The first
step in the data collection stage is to determine whether the data have already been collected
internally or by a library or syndicated source.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Another document from Scribd.com that is
random and unrelated content:
While still in his youth Mahler wrote an opera, 'The Argonauts,' besides
songs and chamber music. A musical 'fairy play,' Rübezahl, with text by
himself, the Lieder eines fahrenden Gesellen, and nine symphonies,
designed on a gigantic scale, constitute the bulk of his mature works.
Other songs, a choral work with orchestra (Das klagende Lied), and the
'Humoresques' for orchestra nearly complete the list.
Bruckner left the problem of modern symphonic form unsolved. Brahms
partly solved it in one way, by following the classical tradition on its
more 'abstract' side; Strauss has partially solved it in another way, by
making the 'moments' of the musical evolution of a work tally with those
of a program. Mahler, on the other hand, aimed at a course which was a
sort of compromise between all the others. His nine symphonies are
neither abstract music nor program music in the ordinary sense of the
latter word; yet they are 'programmatic' in the broad sense that in whole
and in detail they are motived more or less by definite concepts of man
and his life in the world. Mahler faced more clear-sightedly and
consistently than any other composer of his day the problem of the
combination of the vocal and the symphonic form. That this combination
is full of as yet unrealized possibilities will be doubted by no one
familiar with the history of music since Beethoven. In one shape or
another the problem has confronted probably nine-tenths of our modern
composers. Wagner found one partial solution of it in his symphonic
dramas, in which the orchestra pours out an incessant flood of eloquent
music, the vague emotions of which are made definite for us by the
words and the stage action. The ordinary symphonic poem attempts
much the same thing by means of a printed program that is intended to
help the hearer to read into the generalized expression of the music a
certain particular application of each emotion; we may put it either that
the symphonic poem is the Wagnerian music drama without the stage
and the characters, or that the Wagnerian music drama is the symphonic
poem translated into visible action. But for the best part of a century the
imagination of composers has been haunted by the experiment made by
Beethoven in his Ninth Symphony, of combining actual voices with the
ordinary symphonic form; it has always been felt that instrumental music
at its highest tension and utmost expression almost of necessity calls out
for completion in the human cry. Words are often necessary in order at
once to intensify and to elucidate the vague emotions to which alone the
instruments can give expression. It was the consciousness of this that
impelled Liszt to introduce the chorus at the end of his 'Dante' and 'Faust'
symphonies.
To a mind like Mahler's, full of striving, of aspiration, of conscious
reflection upon the world, it was even more necessary that some means
should be found of giving definite direction to the indefinite sequences
of emotion of instrumental music. Almost from the beginning he adopted
the device of introducing a vocal element into his symphonies. In the
Second, a solo contralto sings, in the fourth movement, some lines from
the Des Knaben Wunderhorn—'O rosebud red! Mankind lies in sorest
need, in sorest pain! In heaven would I rather be!... I am from God, and
back to God again will go; God in His mercy will grant me a light, will
lighten me to eternal, blessed life'—while the idea of resurrection that is
the theme of the music of the fifth movement is precisé by a chorus
singing Klopstock's ode, 'After brief repose thou shalt arise from the
dead, my dust; immortal life shall be thine.' In the fourth movement of
the third symphony—the 'Nature' symphony—a contralto solo sings the
moving lines, 'O Mensch, gieb Acht!' from Nietzsche's Also sprach
Zarathustra; and in the sixth movement the contralto and a female choir
dialogue with each other in some verses from Des Knaben Wunderhorn.
Five stanzas from the same poem are set as a soprano solo in the finale
of the Fourth Symphony. And in the First Symphony, though the voices
are not actually used, the composer, in the first and third movements,
draws upon the themes of certain of his own songs (Lieder eines
fahrenden Gesellen). In the Eighth Symphony the intermixture of
orchestra and voices is so close that the title of 'symphonic cantata'
would fit the work perhaps as well as that of 'symphony with voices';
here the kernel of the music is formed by the old Latin hymn Veni,
creator spiritus and some words from the final scene of the second part
of Goethe's Faust.
Mahler's use of the voice in the orchestra is, as will be seen, something
quite different from merely singing the 'program' of the work instead of
printing it. His aim is the suggestion of symbols rather than the painting
of realities. Even where, on the face of the case, it looks at first as if his
object had been a realistic one, his intention was often less realistic than
mystical. In the Seventh Symphony, for instance, he introduces cowbells;
we have it from his own mouth that here his aim was not simply a piece
of pastoral painting, but the suggestion of 'the last distant greeting from
earth that reaches the wanderer on the loftiest heights.' 'When I conceive
a big musical painting,' he said once, 'I always come to a point at which I
must bring in speech as the bearer of my musical idea. So must it have
been with Beethoven when writing his Ninth Symphony, only that his
epoch could not provide him with the suitable materials—for at bottom
Schiller's poem is not capable of giving expression to the "unheard" that
was within the composer.' In this Mahler is no doubt right; the modern
composer has a wider range of poetry to draw upon for the equivalent of
his musical thought.
Mahler's form is in itself a beautiful and a rational one; and, as with all
other forms, the question is not so much the 'How' as the 'What' of the
music. Mahler, perhaps, never fully realized the best there was in him;
fine as his music often is, it as often suggests a mind that had not yet
arrived at a true inner harmony. His mind was always an arena in which
dim, vast dreams of music of his own struggled with impressions from
other men's music that incessantly thronged his brain as they must that of
every busy conductor, and with more or less vague, poetic, philosophical
and humanitarian visions. He never quite succeeded in making for
himself an idiom unmistakably and exclusively his own; all sorts of
composers, from Beethoven and Bruckner to Johann Strauss, seem to
nod to each other across his pages. As the Germans would say, his
Können was not always equal to his Wollen. His feverish energy, his
excitable imagination, and his lack of concentration continually drove
him to the writing of works of excessive length, demanding unusually
large forces; the Eighth Symphony, for example, with its large orchestra,
seven soloists, boys' choir and two mixed choirs, calls for a personnel of
something like one thousand. Yet he could be amazingly simple and
direct at times, as is shown by his lovely songs and by many a passage in
the symphonies that have a folk-song flavor. His individuality as a
symphonist is incontestable, and it is probable that as time goes on his
reputation will increase. Alone among modern German composers he is
comparable to Strauss for general vitality, ardor of conception, ambition
of purpose, and pregnancy of theme.
VI
E. N.
FOOTNOTES:
[31] New ed. of Naumann's Musikgeschichte, 1913.
[32] Reger is a native of Brand, in Bavaria, the son of a school teacher, from whom he received
his earliest musical training. In addition to this he received instruction from the organist Lindner
in Weiden (where his father settled during Reger's infancy). After his studies under Dr. Riemann
(1890-95), he taught at the Wiesbaden conservatory, and (after some years' residence in his home
town and in Munich) at the Royal Academy of Munich. In 1907 he became musical director at
the Leipzig University and teacher of composition in the conservatory there, and in 1908 was
made 'Royal Professor.' In 1908 he resigned his university post and in the same year was given
the honorary degree of doctor of philosophy by the University of Jena. Later, until 1915, he
conducted the Meiningen orchestra.
[33] Walter Niemann: Die Musik seit Richard Wagner, 1914.
[34] These include Der geigende Eremit; Spiel der Wellen; Die Toteninsel and Bacchanal.
CHAPTER VIII
GERMAN OPERA AFTER WAGNER AND
MODERN GERMAN SONG
II
On the whole, German opera of the more ambitious kind cannot be said
to have produced much that is likely to be durable between Wagner and
Strauss. The indubitable master works have been for the most part in the
lighter genres—the delightful Der Widerspenstigen Zähmung (1874) of
Hermann Götz (1840-1876), the Barbier von Bagdad (1858) of Peter
Cornelius (1824-1874) (a gem of grace and humor), and the Hänsel und
Gretel (1893) of Engelbert Humperdinck, in which the Wagnerian
polyphony is applied with the happiest effect to a style that is the purest
distillation of the German folk-spirit. Of Cornelius's work we have
spoken elsewhere (Vol. II, pp. 380f), of Humperdinck we shall have
something to say presently. Here let us dwell for a moment on Götz. His
one finished opera (a second, Francesca da Rimini, he did not live to
finish) has been called a 'little Meistersinger.' Whether applied with
justice or not, this epithet indicates the work's spiritual relationship. Yet,
Wagnerian that he is, this classification must be made with reserve. A
close friend of Brahms, he was certainly influenced by that master—in a
measure he combines the rich and varied texture of Brahms' chamber
music with the symphonic style of the Meistersinger. Niemann points
out other influences. 'He takes Jensen by the left hand, Cornelius by the
right; like both of these, he is lyrist and worker in detail without a real
dramatic vein and a model of the idealistic German master of an older
time.' Der Widerspenstigen Zähmung was first heard in 1874 in
Mannheim and achieved wide popularity. It is based on Shakespeare
('Taming of the Shrew'), and an English text was used in England. Götz
was born in Königsberg and died near Zürich. He was a pupil of Köhler,
Stern, Bülow and Ulrich, and was organist in Winterthur from 1867 to
1870, when failing health forced him into retirement.
Hugo Wolf's[38] Der Corregidor (1896) is, in its endless flow of melody
and its sustained vitality of characterization, perhaps the nearest
approach in modern music to the Meistersinger; for some reason or
other, however, a work that is a pure delight in the home does not seem
able to maintain itself on the stage. A second opera of Wolf's, Manuel
Venegas, in which we can trace the same extraordinary simplification
and clarification of style that is evident in his latest songs, remained only
a fragment at his death. The successes, not less than the failures, of these
and other men showed clearly that the further they got from the main
Wagnerian stream the safer they were. Cornelius, though living in
Wagner's immediate environment and cherishing a passionate admiration
for the great man, knew well that his own salvation lay in trying to write
as if Wagner had never lived. The Barbier von Bagdad was written some
years before the composition of the Meistersinger had begun; if
Cornelius went anywhere for a model for his own work it was to the
Benvenuto Cellini of Berlioz. He knew the danger he was in during the
composition of his second opera, Der Cid, and strove desperately to shut
out Wagner from his mind at that time; he did not want, as he put it,
simply to hatch Wagnerian eggs. If Der Cid (1865) fails, it is not because
of any Wagnerian influence, but because Cornelius's genius was of too
light a tissue for so big a stage subject. Nevertheless, if he does not
wholly fill the dramatic frame, he comes very near doing so; it is no
small dramatic gift that is shown in such passages as the Trauermarsch
in the second scene of the first act and the subsequent monologue of
Chimene, in Chimene's scena in the second scene of the second act, and
in most of the choral writing. A third opera, Gunlöd, was orchestrated by
Lassen and Hoffbauer and produced seventeen years after Cornelius's
death.
Modern German Musical Dramatists:
L T H P
E H K G
Humperdinck seems destined to go down to posterity as the composer of
one work. His Hänsel und Gretel owes its incomparable charm not to the
Wagnerianisms of it, which lie only on the surface, but to its expressing
once for all the very soul of a certain order of German folk-song and
German Kindlichkeit. His later works—Die sieben Geislein (1897),
Dornröschen (1902), and the comic opera Die Heirat wider Willen
(1905), though containing much beautiful music, have on the whole
failed to convince the world that Humperdinck has any new chapter to
add to German opera. For this his librettists must perhaps share the
blame with him. Die Königskinder (1898), which was originally a
melodrama, was recast as an opera in 1908 and, at least in America, was
more successful. Besides these Humperdinck wrote incidental music for
Aristophanes' Lysistrata, Shakespeare's 'A Winter's Tale' and 'Tempest.'
Two choral ballads preceded the operas and a 'Moorish Rhapsody' (1898)
was composed for the Leeds Festival. Humperdinck was born in
Siegburg (Rhineland), studied at the Cologne Conservatory, also in
Munich and in Italy. He taught for a time in Barcelona (Spain) and in
Frankfort (Hoch Conservatory), and in 1900 became head of a master
school of composition in Berlin with the title of royal professor and
member of the senate of the Academy of Arts.
A worthy companion to Hänsel und Gretel is the Lobetanz (1898) of
Ludwig Thuille (1861-1907). Thuille's touch is lighter than
Humperdinck's. Thuille was a highly esteemed artist, especially among
the Munich circle of musicians. He is the only one of the group of
important composers settled there since Rheinberger's demise that may
be said to have founded a 'school.' He is the heir and successor of
Rheinberger and by virtue of his pedagogic talent the master of all the
younger South German moderns. Though Lobetanz (which was preceded
by Theuerdank, 1897, and Gugeline, 1901) is the best known of his
works, the chamber music of his later period has probably the most
permanent value.[39] Thuille was born in Bozen (Tyrol) and died in
Munich, where he was professor at the Royal Academy of Music.
Some success has been won by the Donna Anna (1895) of E. N. von
Reznicek (born 1860), a showy work compact of many styles—grand
opera, operetta, the early Verdi, Tannhäuser, and the Spanish 'national'
idiom all jostling each other's elbows. There is little real differentiation
of character; such differentiation as there is is only in musical externals
—in costume rather than in psychology. In Germany a certain following
is much devoted to Hans Pfitzner, whose opera Der arme Heinrich was
produced in 1895, and his Die Rose vom Liebesgarten in 1901. Pfitzner
is a musician of more earnestness than inspiration. He is technically well
equipped, and all that he does indicates refinement and intelligence; but
he lacks the imagination that fuses into new life whatever material it
touches. (He has also written some fairly expressive songs and a small
amount of chamber music.) Pfitzner, like Alex. Ritter, is of Russian birth,
being born (of German parents) in Moscow in 1869. His father and the
Hoch Conservatory in Frankfurt were the sources of his musical
education. Since 1892 he has taught and conducted in various places
(Coblentz, Mainz, Berlin, Munich). In 1908 he became municipal
musical director and director of the conservatory at Strassburg. Besides
the two operas he has written music for Ibsen's play, 'The Festival of
Solhaug' (1889), also for Kleist's Kätchen von Heilbronn (1908) and Ilse
von Stach's Christelflein. An orchestral Scherzo (1888), several choral
works and vocal works with orchestra complete the list of his works
besides those mentioned above.
For the sake of completeness, brief mention must here be made of the
German Volksoper, a comparatively unambitious genre in which much
good work has been done. Among its best products in recent years are
the quick-witted Versiegelt (1908) of Leo Blech (born 1871), and the
Barbarina of Otto Neitzel (born 1852).
III
IV
As in the case of most other musical genres, Germany in the second half
of the nineteenth century seemed to have made the province of the song
peculiarly its own. For well over a hundred years it has never been
without a great lyrist. Schubert gave the German lyric wings. Schumann
poured into it the full, rich flood of German romanticism in its sincerest
days. Robert Franz cultivated a relatively simple song-form, the texture
of which is not always as elastic as one could wish it to be; but he, too,
was a man of pure and honest spirit, who sang of nothing that he had not
deeply felt. Liszt first brought the song into some sort of relation with the
new ideals of operatic and instrumental music associated with his name
and that of Wagner; and in spite of his effusiveness of sentiment and his
diffusiveness of style he produced some notable lyrics. In a song like Es
war ein König in Thule, for example, a new principle of unification can
be seen at work, one germinal theme being used for the construction of
the whole song, which might almost be an excerpt from a later
Wagnerian opera. But the lyrical history of the latter half of the
nineteenth century is really summed up in the achievements of two men
—Brahms and Hugo Wolf.[41]
Hugo Wolf, the foremost master of modern song, was born in
Windischgrätz (Lower Styria), Austria, March 13, 1860, and died in an
insane asylum in Vienna, February 22, 1903, the victim of a fatal brain
disease, which afflicted him during the last six years of his tragic
existence. Thus his effective life was practically reduced to thirty-seven
years—not much longer a span than that other great lyricist, Franz
Schubert. Little can be said of this brief career, impeded as it was by
untoward circumstances and jealous opposition. To these conditions
Wolf opposed a heroic fortitude and a passionate devotion to his art,
which he practiced with uncompromising sincerity and religious
assiduity. During long periods of work he remained in seclusion,
maintaining a feverish activity and shutting himself off from outside
influences. From 1875 on he lived almost continually in Vienna, where
he studied for a short time in the conservatory. His only considerable
absence he spent as conductor in Salzburg (1881). In Vienna he taught
and for some years (till 1887) wrote criticisms for the Salonblatt. These
articles have recently been collected and published. They reflect the
writer's high idealism; his intolerance of all artistic inferiority and
mediocrity show him to have been as valiant as an upholder of standards
as he was discriminating in the judgment of æsthetic values, though his
attack upon Brahms placed him into a somewhat ridiculous light with a
large part of the musical public.
Thus he eked out an existence; any considerable recognition as a
composer he did not achieve during his lifetime. None of his works was
published till 1888, when his fifty-three Möricke songs (written within
three months) appeared. The Eichendorff cycle (twenty songs) came
next, and then the Spanisches Liederbuch (consisting of thirty-four
secular and ten sacred songs), all written during 1889-90. Six songs for
female voice after poems by Gottfried Keller, the Italienisches
Liederbuch (forty-six poems by Paul Heyse, published in two parts) were
composed during 1890-91 and in 1896 and the three poems by
Michelangelo were set in 1897. Meantime there also came from his pen a
hymn, Christnacht, for soli, chorus and orchestra (1891), incidental
music for Ibsen's 'Festival of Solhaug' (1892), and in 1895 he wrote his
Corregidor (already mentioned) within a few months. Other songs, some
dating from his youth, were also published, as well as several choruses
and chorus arrangements of songs. A string quartet in D minor (1879-
80); a symphonic poem for full orchestra, Penthesilea (1883); and the
charming 'Italian Serenade' for small orchestra (also arranged for string
quartet by the composer) constitute his instrumental works—a small but
choice aggregation.
Wolf was to the smaller field of the song what Wagner was to the larger
field of opera. That characterization of him must not be misunderstood,
as is often done, to mean that he simply took over the methods of
Wagnerian musical drama—especially the principle of the leit-motif—
and applied them to the song. He benefited by those methods, as virtually
every modern composer has done; but he never applied them in the
merely conscious and imitative way that the 'post-Wagnerians' did, for
instance, in the opera. Wolf would have been a great lyrist had he been
born in the eighteenth century, the sixteenth, or the twelfth; but it was his
rare good fortune—the fortune that was denied to Schubert—to live in an
epoch that could provide him with a lyrical instrument capable of
responding to every impulse of his imagination. His was a truly
exceptional brain, that could probably never have come to its full fruition
in any age but the one he happened to be born into. He had not only the
vision of new things to be done in music, as Liszt and Berlioz and others
have had before and since, but the power, which Liszt and Berlioz had
not, to make for himself a vocabulary that was copious enough, and a
technique that was strong and elastic enough, to permit the easy
expression of everything he felt. It is another of the many points in which
he resembles Wagner; with the minimum of school training in his earliest
days he made for himself a technical instrument that was purely his own
—one that, when he had thoroughly mastered it, never failed him, and
that was capable of steady growth and infinitely delicate adaptation to
the work of the moment.
He draws, as Wagner did, a line of demarcation between an old world of
feeling and a new one. As Wagner peopled the stage with more types
than Weber, and saw more profoundly into the psychology of characters
of every kind, so Wolf enlarged the world of previous and contemporary
lyrists and intensified the whole mental and emotional life of the lyrical
form. Too much stress need not be laid on the mere fact that he insisted
on better 'declamation' than was generally regarded as sufficient in the
song—on a shaping of the melody that would permit of the just
accentuation of every word and syllable. This in itself could be done, and
indeed has been done, by many composers who have not thereby
succeeded in persuading the world that they are of the breed of Wolf.
The extraordinary thing with him was that this respect for verbal values
was consistent with the unimpeded flow of an expressive vocal line and
an equally expressive pianoforte tissue. The basis of his manner is the
utilizing of a quasi-symphonic form for the song. He marks the end of
monody in the lyric as Wagner marks the end of monody in the opera.
With Wagner the orchestra was not a mere accompanying instrument, a
'big guitar,' but a many-voiced protagonist in the drama itself. When the
simple-minded hearer of half a century ago complained that there was no
melody in Wagner, he only meant that the melody was not where he
could distinguish it most easily—at the top. As a matter of fact, Wagner
was giving him at least three times as much melody as the best of the
Italian opera writers, for in the Meistersinger or Tristan it is not only the
actors who are singing but the orchestra, and not only the orchestra as a
whole but the separate instruments of it. When the average man
complained that Wagner was starving him of melody, it was like a man
drowning in a pond fifty feet deep crying out that there was not water
enough in the neighborhood for him to wash in.
Wolf, too, fills the instrumental part of his songs with as rich a life as the
vocal part. But he does even more amazing feats in the way of co-
operation between the two factors than Wagner did. Independent as the
piano part seemingly is, developing as if it had nothing to think of but its
own symphonic course, it never distracts Wolf's attention from the vocal
melody, which is handled with astonishing ease and freedom. Not only
does each phase of the poem enter just where the most point can be given
to it both poetically and declamatorily, without any regard for the mere
four-square of the ordinary line or bar-divisions, but each significant
word receives its appropriate accent, melodic rise or fall, or fleck of
color. In the Die ihr schwebet um diese Palmen, for example, the
expressive minor sixth of the voice part on the word Qual, seems to be
there by a special dispensation of Providence. We know that the interval
is one that is characteristic of the main accompaniment-figure of the
song—it has appeared, indeed, as early as the second bar, and has been
frequently repeated since—that it is almost inevitable that now and then
it should occur in the voice, and, as a matter of fact, it has already
occurred more than once there—at the schwebet and Palmen of the first
line, for example, and later at the first syllable of Himmel in the line Der
Himmelsknabe duldet Beschwerde. Yet we know very well that it is not a
musical accident, but a stroke of psychological genius, that brings just
this interval in on the word Qual in the lines Ach nur im Schlaf ihm leise
gesänftigt die Qual zerrinnt, the interval indeed being in essence just
what it has been all along, but receiving now a new and more poignant
meaning by the way it is approached. We know very well that no other
song-writer but Wolf would have had the instinct to perceive, in the
midst of the flow of the accompaniment to what seems its own
predestined goal, the expressive psychological possibilities of that