SHELDON R. GAWISER is senior poll analyst for NBC News and president of the National Council on Public Polls. He is president of Gawiser Associates, Inc. of Fairfield, Connecticut, consultants in information collection and management.G. EVANS WITT is assistant bureau chief of the Associated Press in Washington, D.C. He previously served as director of AP/NBC News polling.

• Foreword by Walter MearsAcknowledgmentsThe Opinion TriangleThe Press and Public Opinion: Always LinkedA Brief History of PollsThe Emergence of Precision JournalismThe Polling Environment TodayThe Poll: Who Did?The Poll: Who Sponsored It?The Poll: SamplingThe Poll: The QuestionsThe Poll: Timing Is EverythingThe Poll: Sampling ErrorThe Poll: Other Sources of ErrorPseudo-Polls and SLOPSReporting Polls: The BasicsReporting Polls: Numbers in ContextReporting Polls: Political SurveysReporting Polls: Exit Polls and ProjectionsThe FutureAppendix A: The World's Shortest Course in StatisticsAppendix B: Twenty QuestionsBibliographyIndex

SHELDON R. GAWISER is senior poll analyst for NBC News and president of the National Council on Public Polls. He is president of Gawiser Associates, Inc. of Fairfield, Connecticut, consultants in information collection and management.G. EVANS WITT is assistant bureau chief of the Associated Press in Washington, D.C. He previously served as director of AP/NBC News polling.

• Foreword by Walter MearsAcknowledgmentsThe Opinion TriangleThe Press and Public Opinion: Always LinkedA Brief History of PollsThe Emergence of Precision JournalismThe Polling Environment TodayThe Poll: Who Did?The Poll: Who Sponsored It?The Poll: SamplingThe Poll: The QuestionsThe Poll: Timing Is EverythingThe Poll: Sampling ErrorThe Poll: Other Sources of ErrorPseudo-Polls and SLOPSReporting Polls: The BasicsReporting Polls: Numbers in ContextReporting Polls: Political SurveysReporting Polls: Exit Polls and ProjectionsThe FutureAppendix A: The World's Shortest Course in StatisticsAppendix B: Twenty QuestionsBibliographyIndex