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Pathways to Polling - Crisis, Cooperation and the Making of Public Opinion Professions (Paperback, New)
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Pathways to Polling - Crisis, Cooperation and the Making of Public Opinion Professions (Paperback, New)
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In midcentury America, the public opinion polling enterprise faced
a crisis of legitimacy. Every major polling firm predicted a win
for Thomas Dewey over Harry Truman in the 1948 presidential
election -- and of course they all got it wrong. This failure
generated considerable criticisms of polling and pollsters were
forced to defend their craft, the quantitative analysis of public
sentiment. A Crisis in Public Opinion Polling argues that early
political pollsters, market researchers, and academic and
government survey researchers were entrepreneurial figures who
interacted through a broad network that was critical to the growth
of public opinion enterprises. This network helped polling pioneers
gain and maintain concrete, financial support to further their
discrete operations. After the Truman-Dewey debacle, such links
helped political polling survive when it could have just as easily
been totally discredited. Amy Fried demonstrates how interactions
between ideas, organizations, and institutions produced changes in
the technological, political, and organizational paths of public
opinion polling, notably affecting later developments and practice.
Public opinion enterprises have changed a good deal, in the
intervening half century, even as today's approaches have been
deeply imprinted by these early efforts.
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