In Search of a Useable Past |
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| Authors: | GOLLIN ALBERT E. |
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| Affiliation: | Albert E. Gollin, Vice-President and Associate Director of Research at the Newspaper Advertising Bureau, New York, was President of AAPOR in 1984–85. This is a slightly revised version of his presidential address at AAPOR's 40th Annual Conference. McAfee. New Jersey. May 16–19. 1985. |
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| Abstract: | The "voice of the people," the root meaning of public opinion,is an old idea. Early political thinkers struggled to definethe proper role of public opinion in government. The confluenceof developments in commercial opinion polling and social psychologicalstudies of attitudes in the 1930s gave the concept new meaning.An historical perspective is helpful in understanding how publicopinion research has progressed; it also allows us to identifyonce vital but now neglected issues. A concern with professionalstandards in opinion research links modern researchers withthe moral imperative contained in the earliest idea of publicopinion. |
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