This straightforward text provides jourbanalists, both professional and student, with an explanation of the realities of an increasingly important facet of today's precision jourbanalism—public opinion polling. The work aims to provide the skills necessary for evaluating and interpreting survey results accurately. After a brief review of the historical relationship between the press and public opinion, the authors examine the polling environment today. Then, step-by-step, they take the reader through the basics of jourbanalistic uses of public opinion surveys and the questions to be asked by the jourbanalist in evaluating a survey: who did the poll; who sponsored the poll; what were the survey questions and how were they worded; what is the sampling error; how to report poll results; how to put survey figures in context; and how to make and evaluate projections based upon polls. In addition, the text offers a review of statistical methods for the jourbanalist and a 20 question checklist.