Word: gallup
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Dates: during 1940-1949
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...College operates for the most part within a framework of custom loving conservatism and the graduate school has not yet assumed significant size, "Princeton" the community is alive with intellectual adventure. There the Institute for Advanced Studies conducts its profound theoretical explorations; across town at headquarters of the Gallup Poll experts from the University's Office of Public Opinion Research provide technical assistance in the delicate process of national pulse-taking...
This sort of integration has occurred to make the town of Princeton the veritable hub of the country's mushrooming public-opinion polling industry. George Gallup, whose chief employment is with Young and Rubicam's advertising agency, located his polling headquarters in Princeton for the sake of proximity to his farm in the nearby New Jersey hills. Quite coincidentally at the same point in the mid-Thirties psychologist Hadley Cantril succeeded in setting up the University-sponsored Office of Public Opinion Research, sole complete archives of all findings by the various agencies, as well as "Public Opinion Quarterly," the single...
Princeton pioneered in the field, Spurts of expansion this Fall at Michigan's Survey Research Center under Francis Likert and at Chicago's National Opinion Research Center (formerly the Donver Poll) are the climax of the preliminary gestures of Cantril and his associates for the past decade. After Gallup's first national poll in 1936 proved that the Literary Digest was wrong, the Cantril concept of small sampling polls as against mass surveys, now utterly beyond question, began to take shape in the development of the spot-check method...
Harry Truman, whose Gallup poll rating had dropped from 60% last spring to 54% in July, was up to 55%. His Party was doing even better. If a presidential election were held now, Dr. Gallup's pollsters found, 56% of the voters would pick the Democratic ticket...
...Gallup pollsters reported that if a federal election were held now, the Liberals would get 43% of the popular vote (they got 41% in the 1945 election); Tories 28% (29% in 1945); CCF 16% (15%); other parties...