ELMOROPER
Elmo Roper
Elmo Burns Roper, Jr. was a pollster known for his pioneering work in market research and opinion polling. In 1934, he cofounded Cherington, Wood, and Roper, a marketing research firm. When that partnership fell apart, he founded his own research company, Elmo Roper, Inc. He was hired by Henry Luce in 1935 to run surveys for Fortune, continuing these surveys for 15 years. His prediction of Franklin Delano Roosevelt's electoral victory over Alf Landon in 1936 was correct to within 0.9%; his 1940 prediction of Roosevelt's victory was correct to within 0.5%, further solidifying the reputation of Roper's techniques. In 1940, Roosevelt hired Roper to assess ...The above text is a snippet from Wikipedia: Elmo Roper
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