George Gallup in Hollywood

List of Illustrations ix Acknowledgments xi What Do Audiences Want? 1(12) Guesswork Eliminated 13(18) The Laws That Determine Interest 31(20) America Speaks 51(26) Piggybacking on the Past 77(14) Singles and Doubles 91(30) Boy Meets Facts at RKO 121(42) David O. Selznick Presents: Audience Research and the Independent Producer 163(30) Gallup Meets Goofy: Audience Research at the Walt Disney Studio 193(22) Like, Dislike, Like Very Much 215(16) Abbreviations Used and Collections Consulted 231(2) Notes 233(44) Index 277