'œDespite journalists' trust in numbers as "solid, reliable, and real," too few understand how the polls that yield those numbers are run or evaluated. In addressing this problem, Gawiser and Witt offer insight after insight into the value, the technique, the pitfalls, and the frequent sins to be found in the polling world. While their text would no doubt help the reader set up a public-opinion survey, that is not its purpose. The book aims to give journalists and students the tools they need to analyze and evaluate polls, and this to report on (or reject) them with greater understanding. Gawiser and Witt have done journalism--and journalism education--a worthy service.'' Journalism EducatorG. Evans Witt is the author of 'A Journalist's Guide to Public Opinion Polls (Forces)', published 1994 under ISBN 9780275947224 and ISBN 027594722X.