Preface : The genealogy of public opinion polling / L. John Martin -- Are polls accurate? / Burns W. Roper -- The context of public opinion : how our belief systems can affect poll results / Lester W. Milbrath -- Ideological trends in American public opinion / John P. Robinson and John A. Fleishman -- Public opinion, polling, and political behavior / Michael Margolis -- Presidential decision making and opinion polls / Richard S. Beal and Ronald H. Hinckley -- Polling and the presidential election / Mark R. Levy -- The use of polls in congressional, state, and local elections / M. Margaret Conway -- Polling as a news-gathering tool / Arnold H. Ismach -- The impact of polling on the mass media / Charles K. Atkin and James Gaudino -- The impact of polls on public opinion / Kurt Lang and Gladys Engel Lang -- Polling the attentive public / Kenneth P. Adler -- The polls and ethnic minorities / Robert B. Hill