The People's Choice: How the Voter Makes Up His Mind in a Presidential Campaign

This study describes how people make up their minds in a presidential campaign. The authors were among the first to use a now accepted method of social research - the panel, or repeated interview technique-to achieve a step-by-step account of how representative voters arrived at final vote decisions in the 1940. elections. The present edition explores : mutual interaction between variables; the possible effects of re-interviewing the same respondents; and how much has materialized of the "further research needed" recommendations of the previous edition.