TY  - BOOK
AU  - Robinson,Daniel J.
TI  - The measure of democracy: polling, market research, and public life, 1930-1945 
SN  - 9781442681712
AV  - HM261 .R62 1999eb
U1  - 303.3/8/097109041 
PY  - 1999///
CY  - Toronto, Ont.
PB  - University of Toronto Press
KW  - Public opinion polls
KW  - Canada
KW  - History
KW  - United States
KW  - Marketing research
KW  - Sondages d'opinion
KW  - Histoire
KW  - États-Unis
KW  - Marketing
KW  - Recherche
KW  - SOCIAL SCIENCE
KW  - General
KW  - bisacsh
KW  - HISTORY
KW  - Modern
KW  - 20th Century
KW  - fast
KW  - Politics and government
KW  - Marktforschung
KW  - gnd
KW  - Umfrage
KW  - Opinieonderzoek
KW  - gtt
KW  - Marktonderzoek
KW  - 20th century
KW  - 1914-
KW  - Politique et gouvernement
KW  - 1930-1935
KW  - 20e siècle
KW  - Kanada
KW  - Electronic books
KW  - e-books
KW  - aat
KW  - Livres numériques
KW  - rvmgf
N1  - Includes bibliographical references (pages 229-242) and index; Polling Consumers: The Rise of Market Research Surveys --; Selling Toothpaste and Plumbing the Public Mind': George Gallup and American Democracy --; Polling Citizens: Gallup in Canada --; Mobilizing Popular Consent: The Surveyed Home Front --; Pols and Polls
N2  - Politicians, government officials, and public relations officers lean heavily on polling when fashioning public policy. Proponents say this is for the best, arguing that surveys bring the views of citizens closer to civic officials. Critics decry polling's promotion of sycophantic politicians who pander to the whims of public sentiment, or, conversely, the use of surveys by special interest groups to thwart the majority will. Similar claims and criticisms were made during the early days of polling. When George Gallup began polling Americans in 1935, he heralded it as a bold step in popular democracy. The views of ordinary citizens could now be heard alongside those of organized interest groups. When brought to Canada in 1941, the Gallup Poll promised similar democratic rejuvenation. In actual practice, traditionally disadvantaged constituencies such as women, the poor, French Canadians, and African Americans were often heavily underrepresented in Gallup surveys. Preoccupied with election forecasting, Gallup pollsters undercounted social groups thought less likely or unable to vote, leading to a considerable gap between the polling results of the sampled polity and the opinions of the general public.Examining the origins and early years of public opinion polling in Canada, Robinson situates polling within the larger context of its forerunners - market research surveys and American opinion polling - and charts its growth until its first uses by political parties
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ER  -