1. Polling the Public: Purpose and Process
2. Growth of Public Opinion Polling
3. Proper and Improper Uses of Surveys
4. The Organizations That Do the Polling
5. How Information Is Collected
6. How Respondents are Selected
7. Asking the Question: How Wording Affects Response
8. What Do the Answers Mean?
9. Understanding Sources of Error
10. Should Polls Be Banned?
11. Effects of Polls on Elections, Governments, Business, and Media
GlossaryReferencesIndex