ABSTRACT
In the procedures for acquiring accurate information about interests, issues, and voters on which to base campaign plans, however, a difference in kind rather than in degree exists between the old and the new politics. The professional approach to campaign research has its greatest impact in the gathering of reliable information about voters’ opinions. The prospects for victory of either a candidate or a referendum issue depend ultimately on the sentiments of voters. But campaign managers survey this and other factors before even deciding to enter the contest. With the advent of professional campaigning, research into the availability of men and money has become a continuous operation, less likely to wax and wane with the electoral season than in previous eras. The campaign bible prepared by the candidate’ s research consultants presents pertinent facts, arguments, interpretations, and conclusions in three areas.
