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Public Opinion Quarterly 21:159-164 (1957)
© 1957 American Association for Public Opinion Research

Early Days of Public Opinion Research

ARCHIBALD M. CROSSLEY

The author, a former President of the American Association for Public Opinion Research, currently heads the firm of Crossley, S-D Surveys, Inc

In this article a senior public opinion analyst turns his memory back to describe some of the beginnings of commercial research in this area. He finds that it was the need of advertisers and space buyers to know more about the mass media that gave public opinion research its first major impetus, and also that some of the research techniques which are often thought of as recent discoveries were in use more than twenty years ago


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