Other researchers say they prefer the GSS for its greater sample size and higher response rate.

WSJ: Gun Counts Can Be Hit-or-Miss

The NRA cites Gallup's poll, not the GSS's, as a source for its estimate of 100 million owners.

WSJ: Gun Counts Can Be Hit-or-Miss

"I don't think machines are ever going to be as good as dogs are, " says GSS' director, Steven Vitale.

FORBES

The GSS's latest numbers suggest about 50 million adults, and less than 70 million people of all ages, own guns.

WSJ: Gun Counts Can Be Hit-or-Miss

According to the ETF Finder at ETF Channel, GSS makes up 1.06% of the Junior Gold Miners ETF ( AMEX: GDXJ) which is trading lower by about 4.3% on the day Wednesday.

FORBES: Golden Star Resources Shares Enter Oversold Territory

According to the ETF Finder at ETF Channel, GSS makes up 1.19% of the Junior Gold Miners ETF ( AMEX: GDXJ )which is trading lower by about 7.5% on the day Tuesday.

FORBES: GSS Stock Crowded With Sellers

That year, the General Social Survey (GSS) found that those who were against higher levels of government redistribution privately gave four times as much money, on average, as people who were in favor of redistribution.

WSJ: Arthur C. Brooks: Tea Partiers and the Spirit of Giving

Another way to play strength in gold is to buy shares of some lesser known gold stocks: Hesler recommends Kinross Gold (amex: KGC - news - people ) and Golden Star Resources (amex: GSS - news - people ), as well as Cumberland Resources, which trades on the Toronto Stock Exchange as CBD.

FORBES: Gold Buggin'