THE approach to public relations and human relations represented in this book grew out of some years in newspaper and advertising work, but primarily out of my classes in Public Opinion and Education at Teachers College, Columbia University. I am grateful to more students than I can readily name for suggestions which have entered into this synthesis.
Some of the techniques in this book formed the basis for much of the analysis of public opinion undertaken by the Institute for Propaganda Analysis. Some of the materials have appeared from time to time in numerous magazines and in books on public opinion, sociology and education.
I am indebted to a number of friends and colleagues who have read the manuscript and contributed helpful suggestions, among them Professor Edward L. Thorndike, Teachers College, Columbia University; Dr. Bhola Panth, sometime Fellow of Bureau of Educational Research in Science, Teachers College, Columbia University; Dr. Benjamin Fine, Education Editor, New York Times; Waldemar Kaempffert, Science Editor, New Yark Times; David Dietz,