A major portion of Lazarsfeld's research concerned the individual decision-making process and how it was influenced by the mass media. The Marienthal study was an exception, being biased toward the community, but in all the studies carried out in localities after Marienthal (Sandusky, Elmira, and Decatur, for example), the individual was much more clearly the unit of analysis. While Lazarsfeld clearly did not see his own research agenda as the only approach to communication research, others criticized his "administrative research"paid for by commercial and military fundingas an overwhelming move toward empirical, shortterm, effectsbased research.