Daniel Yankelovich, Master of Public Opinion Research, Dies at 92

Daniel Yankelovich, the pollster, author and public opinion analyst who for a half-century mirrored the perceptions of generations of Americans about politics, consumer products, social changes and, not least, themselves, died on Friday morning at his home in the La Jolla section of San Diego. …

One of the nation’s most respected social researchers, Mr. Yankelovich devised innovative surveys of small representative groups not only to track American preferences in cars and toothpaste, but also to understand the values and goals of ordinary people — what made them feel moral, happy or fulfilled, or miserable and marginalized in an affluent but impersonal society. CONT.

Robert D. McFadden, New York Times