Claude E. Robinson
Encyclopedia
Claude E. Robinson was an American
pioneer in advertising
research and opinion survey research techniques. Along with George Gallup
, he was instrumental in developing many scientific sampling techniques that were later used in Gallup polls and other public opinion
research surveys.
in 1900, the son of a teacher. He left high school to join the Army during World War I
but later returned to Oregon to work his way through the University of Oregon
where he won the Phi Beta Kappa key. He received M.A. and Ph.D. degrees in sociology
from Columbia University
.
In 1929, while still a student at Columbia, Robinson filed for Patent
#1961170, an invention for recording the tuning of individual radio sets for what he imagined would be a ratings industry. This invention would record what a radio was tuned to, when it was turned on, and the length of time turned on. Further, the object of the invention would provide for scientifically measuring broadcast listener response over a selected period of time. Robinson sold his patent to RCA
. Eventually, A.C. Nielsen developed the AudiMeter, or PeopleMeter, on which the Nielsen rating system was founded. The A.C. Nielsen Company continues to measure and compile statistics on television audiences and their viewing habits.
In 1932, Robinson published 'Straw Votes, a Study of Political Prediction', a pioneering book on scientific polling
that was based on his doctoral dissertation.
Robinson was the Associate Director of the American Institute of Public Opinion, later called Gallup polls.
In 1938, he organized Opinion Research Corporation
(ORC) that provides survey and market research
services for public and private enterprises. In 1948, with George Gallup, he founded Gallup and Robinson, Inc., an advertising research
company.
In 1945, the National Association of Public Relations Council presented Robinson with an award. He was considered to have made the greatest contribution during that year, through public relations, to the national welfare.
. He chaired the Princeton University
panel — Center for the Study and Teaching of Principles of American Capitalism.
He also served as a trustee of the Committee for Economic Development and the Foundation for Economic Education
.
His book "Understanding Profits" was published posthumously in 1961.
Claude E. Robinson died on August 7, 1961, from hepatitis following a cancer operation.
Understanding Profits (Library of American Capitalism) by Claude E. Robinson (Author), Publisher: Van Nostrand (1961)
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
pioneer in advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
research and opinion survey research techniques. Along with George Gallup
George Gallup
George Horace Gallup was an American pioneer of survey sampling techniques and inventor of the Gallup poll, a successful statistical method of survey sampling for measuring public opinion.-Biography:...
, he was instrumental in developing many scientific sampling techniques that were later used in Gallup polls and other public opinion
Public opinion
Public opinion is the aggregate of individual attitudes or beliefs held by the adult population. Public opinion can also be defined as the complex collection of opinions of many different people and the sum of all their views....
research surveys.
Life
Claude Robinson was born in Portland, OregonPortland, Oregon
Portland is a city located in the Pacific Northwest, near the confluence of the Willamette and Columbia rivers in the U.S. state of Oregon. As of the 2010 Census, it had a population of 583,776, making it the 29th most populous city in the United States...
in 1900, the son of a teacher. He left high school to join the Army during World War I
World War I
World War I , which was predominantly called the World War or the Great War from its occurrence until 1939, and the First World War or World War I thereafter, was a major war centred in Europe that began on 28 July 1914 and lasted until 11 November 1918...
but later returned to Oregon to work his way through the University of Oregon
University of Oregon
-Colleges and schools:The University of Oregon is organized into eight schools and colleges—six professional schools and colleges, an Arts and Sciences College and an Honors College.- School of Architecture and Allied Arts :...
where he won the Phi Beta Kappa key. He received M.A. and Ph.D. degrees in sociology
Sociology
Sociology is the study of society. It is a social science—a term with which it is sometimes synonymous—which uses various methods of empirical investigation and critical analysis to develop a body of knowledge about human social activity...
from Columbia University
Columbia University
Columbia University in the City of New York is a private, Ivy League university in Manhattan, New York City. Columbia is the oldest institution of higher learning in the state of New York, the fifth oldest in the United States, and one of the country's nine Colonial Colleges founded before the...
.
In 1929, while still a student at Columbia, Robinson filed for Patent
Patent
A patent is a form of intellectual property. It consists of a set of exclusive rights granted by a sovereign state to an inventor or their assignee for a limited period of time in exchange for the public disclosure of an invention....
#1961170, an invention for recording the tuning of individual radio sets for what he imagined would be a ratings industry. This invention would record what a radio was tuned to, when it was turned on, and the length of time turned on. Further, the object of the invention would provide for scientifically measuring broadcast listener response over a selected period of time. Robinson sold his patent to RCA
RCA
RCA Corporation, founded as the Radio Corporation of America, was an American electronics company in existence from 1919 to 1986. The RCA trademark is currently owned by the French conglomerate Technicolor SA through RCA Trademark Management S.A., a company owned by Technicolor...
. Eventually, A.C. Nielsen developed the AudiMeter, or PeopleMeter, on which the Nielsen rating system was founded. The A.C. Nielsen Company continues to measure and compile statistics on television audiences and their viewing habits.
In 1932, Robinson published 'Straw Votes, a Study of Political Prediction', a pioneering book on scientific polling
Opinion poll
An opinion poll, sometimes simply referred to as a poll is a survey of public opinion from a particular sample. Opinion polls are usually designed to represent the opinions of a population by conducting a series of questions and then extrapolating generalities in ratio or within confidence...
that was based on his doctoral dissertation.
Robinson was the Associate Director of the American Institute of Public Opinion, later called Gallup polls.
In 1938, he organized Opinion Research Corporation
Opinion Research Corporation
Opinion Research Corporation, based in Princeton, New Jersey, is a demographic, health, and market research company. It was founded in 1938 by Claude Robinson and George Gallup, although Gallup quickly left the firm in 1939....
(ORC) that provides survey and market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
services for public and private enterprises. In 1948, with George Gallup, he founded Gallup and Robinson, Inc., an advertising research
Advertising research
Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the...
company.
In 1945, the National Association of Public Relations Council presented Robinson with an award. He was considered to have made the greatest contribution during that year, through public relations, to the national welfare.
Study of American capitalism
Claude E. Robinson made important contributions to the study of American capitalismCapitalism
Capitalism is an economic system that became dominant in the Western world following the demise of feudalism. There is no consensus on the precise definition nor on how the term should be used as a historical category...
. He chaired the Princeton University
Princeton University
Princeton University is a private research university located in Princeton, New Jersey, United States. The school is one of the eight universities of the Ivy League, and is one of the nine Colonial Colleges founded before the American Revolution....
panel — Center for the Study and Teaching of Principles of American Capitalism.
He also served as a trustee of the Committee for Economic Development and the Foundation for Economic Education
Foundation for Economic Education
The Foundation for Economic Education is one of the oldest free-market organizations established in the United States to study and advance the freedom philosophy. Murray Rothbard recognizes FEE for creating a "crucial open center" that he credits with launching the movement...
.
His book "Understanding Profits" was published posthumously in 1961.
Claude E. Robinson died on August 7, 1961, from hepatitis following a cancer operation.
Books
Straw Votes: A Study of Political Prediction, by Claude E. Robinson, Robert E. Chaddock, Columbia University Council for Research in the Social Sciences; Columbia University Press, 1932. 210Understanding Profits (Library of American Capitalism) by Claude E. Robinson (Author), Publisher: Van Nostrand (1961)