Citizens' attitudes and opinions toward higher education are discussed, based on the results of several public opinion surveys. Before the mid-1970s little research on public opinions and attitudes toward postsecondary education was conducted in the United States. Since 1975 several states have conducted such surveys, and in 1982 the first national survey of Americans' attitudes toward higher education was conducted. General conclusions based on these state and national surveys include: citizens seem to support higher education and are willing to pay higher taxes to improve educational quality; minorities tend to express even more confidence and support for higher education than do whites; Americans still view aid to education as a priority item in their state and federal budget; most citizens believe that access to college should be available to all qualified students; and citizens view higher education as an important asset to their state and nation. Results of public opinion polls are valuable for higher education planning, including alternative plans for financing further education for students. Opinion polls can also be effective public relations devices and can provide useful information when college administrators develop a marketing strategy for their institution. A summary of nine public opinion polls is included. (SW)