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- Title
THE ELECTION OF SENATOR EDWARD W. BROOKE.
- Authors
Becker, John F.; Heaton Jr., Eugene E.
- Abstract
The article focuses on the role of political research in shaping campaigns strategies in the context of the campaigns of U.S. Senator Edward W. Brooks. November 1966 witnessed the first election by popular vote of an African American to the United States Senate. The Massachusetts electorate chose Edward W. Brooke over his opponent Endicott Peabody, by a 61 to 39 percent margin. The Brooke campaign included a very thorough program of public opinion research, which was used both to plan campaign strategy and tactics and to appraise the relative standing of the candidates at various stages in the campaign. The research included a total of seven statewide studies conducted between September 1965 and Election Day 1966. In September 1965 and in May and July 1966, studies of approximately 500 personal interviews each were employed to measure Brooke's over-all visibility, popularity, and detailed reputation, as compared with several potential opponents. When the research began, more than one year prior to the election, Brooke was in a basically favorable position.
- Subjects
MASSACHUSETTS; UNITED States; BROOKE, Edward William, 1919-2015; UNITED States legislators; AFRICAN American legislators; POLITICAL campaigns; PUBLIC opinion polls; ELECTION statistics
- Publication
Public Opinion Quarterly, 1967, Vol 31, Issue 3, p346
- ISSN
0033-362X
- Publication type
Article
- DOI
10.1086/267534