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Roper, Elmo

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Roper, Elmo (Burns, Jr) (1900–1971)

US public opinion analyst who pioneered modern public opinion polling techniques. He published Fortune's public opinion surveys 1935–50, broadcast the first live analysis of election returns in 1940, and wrote a syndicated newspaper column, ‘What People are Thinking’.

He was born in Hebron, Nebraska. A retailer and salesman, he turned to market research, and founded his own New York firm in 1934.



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