Word: yankelovich
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These are the principal findings of a poll conducted for TIME last week by Yankelovich, Skelly and White, Inc., the opinion-research firm. The results were gathered in telephone interviews with a representative, national sample of 1,011 registered voters in the two days immediately following the Pennsylvania primary. Most of the interviews were taken before Humphrey announced he would not actively campaign and all of them before Jackson dropped out, so that, if anything, the poll may underestimate Carter's strengths...
...brighter side, last October little more than one-third of the voters said that things were going well in the country. Now, for the first time since the TIME-Yankelovich polls started two years ago, more than half the people (53%) share that belief. That may work in Ford's favor. Among those who share this optimism, 48% would vote for him and only 39% for Carter...
Though there is still great worry over the economy, the TIME-Yankelovich surveys show a remarkable increase this year in the percentage of voters who expect that the economy will get better rather than worse. This, explains Yankelovich, helps those candidates who "have something positive to offer" and hurts those who "articulate discontent" and project "the gloom issue...
...President Ford is doing well because he does not incite strong feelings, seems unlikely to revive the old schisms, and represents normality. The economic recovery works in his favor, and Yankelovich's surveys show that he has won heavy support from people who are optimistic about the nation's future. He is, moreover, seen as an honest, undevious, trustworthy man. A Ford handicap in the current anti-Washington mood is that he is considered one of the run-of-the-mill, "institutional" politicians...
...Carter has either adroitly capitalized on the electorate's mood-or come along with natural qualities at just the right time to meet its demands. The TIME-Yankelovich surveys show that Carter, like Ford, draws most of his support from voters who are confident about America's future. The soft accent, the moderation on issues, the emphasis on "Trust me," even his fundamentalist religiosity, seem attuned to the times. "Jimmy Carter is a positive and upward and loving candidate," observes former Mississippi Republican Gubernatorial Candidate Gil Carmichael. "His spiritual issue is probably one of the best gut issues...