Raymond A. Bauer, a social psychologist and a pioneer in applying principles of behavioral sciences, such as psychology, to the study of business administration and social policies, died July 11 at his home in Cambridge, Mass. He was 60.
Dr. Bauer, the Joseph C. Wilson professor of business administration at Harvard University's business school, was on the school's faculty for 20 years.
A prolific writer, Dr. Bauer wrote or was coauthor of 15 books and over 100 articles on topics ranging from Soviet psychology to consumer behavior.
In 1963, he and two coauthors won the Woodrow Wilson Award for the best book in political science, "American Business and Public Policy." which he wrote with Ithiel Pool and Lewis Dexter.
While on leave from Harvard to work for the White House, Dr. Bauer coordinated the 1970 report of the National Goals Research Staff.
The report was titled: "Toward Balanced Growth: Quantity With Quality."
In 1975, Dr. Bauer was cited for "exceptionally distinguished achievement" by the American Association for Public Opinion Research.
The award honored him as a "carrier of academic rizor and discipline to issues and problems of the practical world and communicator of the latter's complexity to the private and public sector alike."
Born in Chicago, Dr. Bauer worked as a laborer, chemical analyst and hipping clerk to earn his college tuition. He graduated from Northwestern University with a bachelor of science degree after seven years there. After serving in the Navy during World War II he attended Harvard's department of social relations, receiving a master's degree and a doctorate there. He then taught there for five years.
While an associate professor at Massachusetts Institute of Technology, and a staff member of the Center for International Studies in Cambridge, Dr. Bauer was invited to the Center for Advanced Studies in Behavioral Science at Stanford University.
He joined the Harvard business school faculty in 1957.
A former student of Dr. Bauer and collaborator with him on one of his books, Stephen A. Greyser, characterized Dr. Bauer's work as "seeking to define issues in terms of empirical questions and to resolve them with data not diatribe. He has trained a legion of young researchers with both wisdom and style."
Dr. Bauer's books were attempts to develop and apply social indicators that were quantifiable measures of social problems.
A member of many professional organizations Dr. Bauer was a past president of the American Association for Public Opinion Research, the division of consumer psychology of the American Psychological Association and past president of Massachusetts Psychological Association.
He was former secretary of the American Academy of Arts and Sciences a member of the National Academy of Sciences and a charter member of the National Advertising Review Board.
Dr. Bauer is survived by his wife, Katherine G. a faculty member of the Harvard Medical School; a daughter, Linda Sibley, a Harvard doctoral candidate, and a sister, Dorothy Kokoshis of Chicago.