For Further Reading

These books are suggested for supplementary reading if you have access to them or wish to purchase them from the publishers. They are not approved nor officially supplied by the War Department. They have been selected because they give additional information and represent different points of view.

Consumer and Opinion Research. By Albert B. Blankenship. Published by Harper and Brothers, 49 East 33d St., New York 16, N. Y. (1943). $4.50. A popular summary, particularly for businessmen.

Mandate from the People. By Jerome S. Bruner. Published by Duell, Sloan and Pearce, 270 Madison Ave., New York 16, N. Y. (1944). $2.75. What the public thinks about important current issues, as revealed by the polls, is brought together and interpreted in this volume.

Gauging Public Opinion. By Hadley Cantril. Published by Princeton University Press, Princeton, N. J. (1944). $3.75. A sound and valuable study of polls.

Radio Audience Measurement. By Matthew N. Chappell and C. E. Hooper. Published by Stephen Daye Press, 48 East 43d St., New York 17, N. Y. (1944). $3.50. The authors, who are associated with an enterprise which measures radio audiences, discuss adaptations of the sampling method to the field of radio listenership.

Guide to Public Opinion Polls. By George H. Gallup. Published by Princeton University Press (1944). $1.50. This is a handbook which attempts to summarize the subject in question and answer form.

The People’s Choice. By Paul F. Lazarsfeld, Bernard Berelson, and Hazel Gaudet. Published by Duell, Sloan and Pearce (1944). $3. A report on a comprehensive study of voting habits during the presidential campaign of 1940 in Erie County, Ohio. Sampling methods were used to gather information on political behavior, vote intentions, and the impact of reading and radio listening on the electorate.

What America Thinks. By William A. Lydgate. Published by Thomas Y. Crowell Co., 432 Fourth Ave., New York 16, N. Y. (1944). $2.50. A member of one of the major polling organizations discusses sampling procedures and popular points of view in the recent years, revealed by the polls.

From EM 4: Are Opinion Polls Useful? (1946)