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The report analyses a method, developed by Paul Lazarsfeld, an outstanding American political scientist, in 1944 with a view to to find out reasons why “people decided to vote as they did”. Having analysed three presidential campaigns in the USA, Lazarsfeld proposes a new method which he calls «the panel technique». The results of the research led to the conclusion that sometimes face-to-face communication can be more effective than traditional media outlets such as newspapers, TV, radio.