Introduction / Wolfgang Donsbach, Michael W. Traugott — History, philosophy of public opinion and public opinion research. Nature of public opinion. Public and public opinion in political theories / Vincent Price — Deliberating public and deliberative polls / Peter Neijens — News as a reflection of public opinion / Thomas E. Patterson — Advocacy : alternative expressions of public opinion / Kurt Lang, Gladys Engel Lang — Studying elite vs mass opinion / Ursula Hoffmann-Lange — Internet as a new platform for expressing opinions and as a new public sphere / Bernhard Debatin — Popular communication and public opinion / Debra Merskin, Jonathan David Tankel — Development of public opinion research. Historical roots of public opinion research / Anthony Oberschall — Mass-observation and modern public opinion research / Murray Goot — Start of modern public opinion research / Hans L. Zetterberg — Public opinion research in emerging democracies / Robert Mattes — Theories of public opinion formation and change. Knowledge and attitudes / Penny S. Visser, Allyson Holbrook, Jon A. Krosnick — Conceptions of attitudes and opinions / Roger Tourangeau, Mirta Galesic — Theories on the perception of social reality / William P. Eveland, Jr., Carroll J. Glynn — Pluralistic ignorance and nonattitudes / Patricia Moy — Methodology. Design of surveys. Methodological strengths and weaknesses of survey research / Herbert F. Weisberg — Uses and misuses of polls / Michael W. Traugott — Face-to-face surveys / Jennifer Dykema, Danna Basson, Nora Cate Schaeffer — Surveys by telephone / Paul J. Lavrakas — Self-administered paper questionnaires / Don A. Dillman, Nicholas L. Parsons — Internet surveys / Vasja Vehovar, Katja Lozar Manfreda, Gasper Koren — Different survey modes and international comparisons / Yang-chih Fu, Yun-han Chu — Sampling / Colm O’Muircheartaigh — Survey non-response / Adam J. Berinsky — Split ballots as an experimental approach to public opinion research / Thomas Petersen — Panel surveys / Jochen Hansen — Focus groups and public opinion / David L. Morgan, Collin E. Fellows — Content analyses and public opinion research / Winfried Schulz — Measurement of public opinion. Designing reliable and valid questionnaires / Kenneth A. Rasinski — Psychology of survey response / Norbert Schwarz — Use of scales in surveys / Michael Häder — Use of visual materials in surveys / Thomas Petersen — Validation studies / Michael W. Traugott — Identifying value clusters in societies / Hans L. Zetterberg — Social and political environment of public opinion research. Legal status of public opinion research in the world / Wolfgang Donsbach, Uwe Hartung — Attitudes of the public toward public opinion research and polling / Anne Hildreth — Attitudes of journalists toward public opinion research / David H. Weaver — Codes of ethics and standards in survey research / Tom W. Smith — Archiving poll data / Wolfgang Jagodzinski, Meinhard Moschner — Uses and effects of public opinion research. News media’s use of opinion polls / Frank Brettschneider — Use of surveys by governments and politicians / Robert M. Eisinger — Use of public opinion research in propaganda / Michael Kunczik, Eva Johanna Schweitzer — Effects of published polls on citizens / Sibylle Hardmeier — Special fields of application. Use of surveys as legal evidence / Anne Niedermann — Public opinion and the economy / Lutz M. Hagen — Marketing research / Humphrey Taylor — Social indicators and the quality of life / John P. Robinson — Assessing long-term value changes in societies / Ottar Hellevik — Exit polls and pre-election polls / Kathleen A. Frankovic — International comparative surveys : their purpose, content and methodological challenges / Marta Lagos — Use of voter research in campaigns / Fred Steeper.