The Measure of Democracy
Subtitle: Polling, Market Research, and Public Life, 1930-1945
Publisher: University of Toronto Press
Published: April 24, 1999
Language: eng
Format: Hardcover
Number of pages: 272
ISBN-13: 9780802042743
Subjects: Public opinion & polls; Politics/International Relations; Political Ideologies - Democracy; Politics / Current Events; United States; Public Policy - General; Political Process - Political Parties; History / Modern / 20th Century; Marketing research; Canada; History; Public opinion polls
First sentence: The 1940 release of the polling classic The Pulse of Democracy was a milestone for both its authors.
Description: 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.

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.