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Public Opinion Quarterly 21:28-32 (1957)
© 1957 American Association for Public Opinion Research

The Client over the Years

ELMO ROPER

From the time of the first Fortune Poll in 1936, Elmo Roper has been one of the best-known protagonists of opinion studies, and has been particularly respected within the profession for his contributions both to the application of research to an ever- widening range of problems and to the development of new techniques. He is senior partner in the firm of Elmo Roper and Associates

At first, it was characteristically the company president who was the chief user of research. Then came growing pains during the rise of research departments. Now, a fruitful synthesis appears to be emerging, although problems of communication introduced by middlemen between researcher and executive have not yet been completely overcome


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