• Published by Columbia University Press

Explores the use of George Gallup's opinion polling techniques by the film industry in the 1930's and '40's. Traces Gallup's intellectual and methodological developments, examining his comprehensive approach to market research from his early education in the advertising industry to his later work in Hollywood.

• Published/Released: July 2007
• Original Copyright: 2005
• ISBN 13: 9780231511285
• ISBN 10: 0231511280
• Product number: 238200
• Page count: 304
• Shipping Weight: 1.00 lbs (0.45 kgs)

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