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Yankelovich, Daniel

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Yankelovich, Daniel (1924- )

US sociologist and public opinion analyst. He specialized in measuring social and cultural trends and analysing their effect on government and industry; he established the importance of social research in corporate planning. Born in Boston, Massachusetts, he was educated at Harvard and the Sorbonne, Paris, France. He became president (1958-81) and chairman (1981) of the New York public polling firm that became Yankelovich, Skelly and White/Clancy Shulman, Inc. His books of social analysis include Ego and Instinct (1970) and New Rules (1981).
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