Word: galluped
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Dates: during 1940-1949
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Last year CBS engaged Pollster Elmo Roper to find out how much good its 40 evening shows did for the products that sponsored them. Last week his answer was made public. It was a lot more encouraging than that which Statistician George Gallup gave to R.K.O. when it asked him to survey the cinema business (TIME, July 21). Using as his yardstick a period of one month, Roper discovered a raft of pleasant statistics about CBS and its programs. Among them...
...Center is Harry Field's idea and both Messrs. Roper and Gallup have given their blessing. Because private U.S. polls sometimes disagree and often are challenged, he hopes his Center may become a sort of Audit Bureau of Polls (like the press's Audit Bureau of Circulations). The Center will have a national staff of interviewers and a group of scholars at headquarters constantly studying results. Chief polling problems to be worked on, Field believes, are 1) more scientific wording of questions, 2) a method of measuring how strongly people feel on a given question. As an example...
...Professor Gordon W. Allport, and University of Denver's Chancellor Caleb F. Gates Jr., onetime star Princeton tackle and track man. For active operators the academicians will lean on two experienced pollsters, British-born Harry H. Field (no kin to Marshall Field), who worked six years for George Gallup and organized the British Institute of Public Opinion, and F. Douglas Williams, who worked for Elmo Roper, conductor of the FORTUNE Poll...
...Gallup poll last week found that 39% of the people are satisfied with U.S. war production, 9% more than were pleased six months ago. Of the 43% who are actively dissatisfied, 48% blamed strikes and labor disputes, 18% objected to lack of coordination in the program...
...fast-working system, adapted from the methods of the FORTUNE Survey and Gallup Poll, uses a sampling technique. As developed after many tests, it has about 350 enumerators who go from door to door, asking some 22,000 families in 54 carefully chosen counties in 38 States which of their members are unemployed...