Chapter 1: Polling and the Public
The Importance of Polls, The Pervasiveness of Polls
Commissioned Polls, FRUGging, SUGging, and Pseudopolls
The Citizen as a Consumer of Polls, Citizens' Views of Polls
Polling and Democracy, Exercises

Chapter 2: The Problem of Nonattitudes, An Example of Nonattitudes
The Use of Screening Questions, Nonattitudes and the Middle Position in Survey Questions
Response Instability and Nonattitudes: Implications for Democracy and Public Policy
Conclusion, Exercises

Chapter 3: Wording and Context of Questions, Question Wording
Question Order and Context, Order, Context, and Visual Effects in Self-Administered Surveys
An Extended Example, Conclusion, Exercises

Chapter 4: Sampling Techniques, Nonprobability Sampling, Sampling Designs
Sample Size and Sampling Error, Total Versus Actual Sample Size, Response Rates
Weighting the Sample, Two Extended Examples, Conclusion, Exercises
Chapter 5: Interviewing and Data Collection Procedures, Methods of Collecting Polling Information
Interviewer Effects in Public Opinion Polling, Internet Polling, Conclusion, Exercises

Chapter 6: The Media and the Polls, Standards for Reporting Results, Substantive Interpretation of Polls, Media, Polls, and the News Reporting Emphasis, Conclusion, Exercises

Chapter 7: Polls and Elections, Sponsors of Election Polls, Types of Election Polls
Uses of Polls by Candidates, Polls in the Presidential Selection Process,
When and Why Election Predictions Are Wrong: How Preelection Polls Affect Voters
Conclusion, Exercises

Chapter 8: Analyzing and Interpreting Polls, Choosing Items to Analyze
Examining Trends with Polling Data, Examining Subsets of Respondents
Interpreting Poll Results, When Polls Conflict and When Polls Surprise: Some Final Thoughts
Exercises,

Chapter 9: Polling and Democracy, How to Evaluate Polls: A Summary
Polls and Their Effect on the Political System, Conclusion, Exercise
References
Index