This dictionary defines the most important terms in contemporary public opinion research. About 400 words mark out the field, words needed if one wants to understand the language of polling and to claim literacy in the field. The lexicon is designed for professionals working in the survey research field, for pollsters and those who produce polls and for students and scholars concerned with public opinion. Journalists, political professionals, elected officials and federal, state and local officials may also find this guide to practice and usage in the field valuable. A general introduction assesses the key literature dealing with polling and a lengthy bibliography appears at the back of the book. A general index enables readers to trace subjects, themes and ideas discussed under the various entries.