| Abstract: | This study examines successful 1974 congressional campaignsthat used public opinion polling. The primary focus of the researchwas on where and how polling was used in the campaign and thefactors that influenced its use. Polling was most common inhighly competitive, well-financed races involving younger, lesspolitically experienced candidates. Surveys were typically begunquite early in the campaign and emphasized candidate standingand determined which issues were most salient to the electorate.The way polling was used was influenced primarily by party affiliation,the hiring of a professional polster and campaign expenditures |
