Those Not at Home: Riddle for Pollsters

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Abstract
THE exacting demands of wartime public opinion and market research have made pollsters look even more carefully at the methods through which “national cross sections” of the population are obtained. Here Mr. Hilgard and Mr. Payne look at still another stumbling block—alas, not the last. This article is an analysis of people whom public-opinion interviewers have difficulty finding at home. What happens to poll results when they are ignored? Mr. Hilgard, on leave as Chairman of the Department of Psychology at Stanford University, is now working on market surveys for the Office of Civilian Requirements of WPB. Mr. Payne, a veteran Government researcher, is with the Special Services Division, Bureau of the Census.

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