Word: galluped
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Dates: during 1940-1949
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Pollster George Gallup reported last week that only 55% of the U.S. still thinks that development of the atomic bomb was a good idea (down from 69% in September 1945). But a growing majority is for keeping it handy just the same: 70% think the U.S. should continue manufacturing the A-bomb (compared...
This time, Mr. Stewart is a sort of Gallup pollster. Pretending to be an insurance man, he descends on an unsuspecting U.S. town and pumps the townspeople dry of their opinions on everything under the sun. As he pumps, he falls in love with the town and some of its inhabitants, notably Jane Wyman. In turn, everyone trusts, likes or loves Jimmy. But much as it goes against his conscience, he must be true...
Last week Dr. George Gallup's Audience Research, Inc. (which has been studying the popular appeal of movies for about nine years) served notice that Mr. Hooper would have to move over in the radio field. Hereafter, sponsors will be supplementing their shoptalk about Hooperatings with a stunning new trade term that Dr. Gallup calls E.Q. (Enthusiasm Quotient...
...Gallup methods are as highfalutin as the language. A radio star's E.Q. is figured by equating the percentage of people who confess to having heard him (Gallup calls it "public familiarity") against the response he gets ("audience enthusiasm"). Unlike Hooper, who uses the telephone, Gallup will rely on house-to-house canvassing. He will make a distinction between programs that depend on a personality and straight musical or dramatic shows. Further, he will make tests to help sponsors find out what type of show will best suit the "personality" of the product (e.g., a children's program...
...carefully tabulating and "analyzing" Want-to-Hear, Gallup hopes to bring about a small revolution in radio ratings. Says he: "Both Hooper and Nielsen ratings are useful, but neither goes far enough. This new research is designed not only to tell the advertiser what his program is doing. We are moving into the whole area of what to do about...