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Sociology: Textbook for universities / ed. prof. V.N. Lavrinenko - M.: UNITIDANA, 2005.-448 p.

A survey is a method of collecting primary sociological information through questions to a specific group of people (respondents). A survey is a type of communication, and its results depend on a number of circumstances: the psychological state of the respondent at the time of the survey; interview situations (conditions that should be favorable for communication); content of the questionnaire or oral question.

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Devyatko I.F., “Methods of sociological research.” - Ekaterinburg: Ural Publishing House, University, 1998. - 208 p.

A typical Gallup poll is characterized by the following features: 1) national character; 2) selection from the general population of all persons who have reached voting age; 3) the maximum proximity of the time of the survey to the time of elections or referendums; 4) the average number of respondents in the sample is 2000 people; 5) random or quota sampling; 6) use of standard questionnaires and personal interviewing of each respondent at their place of residence; 7) “closed” nature of the questions; 8) collection of individual data and such that each observation can be correlated with a specific individual in the sample.

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An ideal experiment is characterized by: 1) control of conditions, i.e., the possibility of varying independent variables and measuring dependent ones; 2) use of experimental and control groups to conduct repeated comparisons; 3) randomization, i.e. random selection of subjects into control and experimental groups.

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Types of survey

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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An interview is a conversation conducted according to a specific plan, which involves direct contact between the interviewer and the respondent (interviewee), and the latter’s answers are recorded either by the interviewer (his assistant) or mechanically (on tape).

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Types of interviews Documentary interviews - study of past events, clarification of facts; Interviews of opinions, the purpose of which is to identify assessments, views and judgments.

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Free interviews are a long conversation without strictly detailing the questions, but according to a general program. Such interviews are appropriate at the exploratory stage of a formative research design. A standardized interview involves a detailed development of the entire procedure, including the general plan of the conversation, the sequence and design of questions, and options for possible answers.

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The purpose of an intensive (clinical) interview is to obtain information about the internal motivations, motives, inclinations of the interviewee; a focused interview is to extract information about the subject’s reactions to a given influence. In a focused interview, they strive to determine which semantic units of text analysis were in the focus of attention of the respondents, which the periphery and what is not remembered at all. Undirected interviews are “therapeutic” in nature. The initiative for the flow of the conversation here belongs to the respondent himself; the interview only helps him to “pour out his soul.” Narrative interview - a free story directed by the interviewer, a story about life.

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A questionnaire is a system of questions united by a single concept and aimed at identifying the quantitative and qualitative characteristics of the object and subject of analysis. It includes an ordered list of questions, which the respondent independently answers in accordance with the specified rules. It is advisable in two cases: When you need to interview a large number of respondents in a relatively short time; Respondents should think carefully about their answers with the printed questionnaire in front of them.

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A questionnaire survey assumes: a strictly fixed order, content and form of questions; a clear indication of the answer methods, and they are registered by the respondent either alone with himself (correspondence survey) or in the presence of the questionnaire (direct survey).

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Classification of questionnaire surveys In an open survey, respondents express themselves in a free form. In a closed questionnaire, all answer options are provided in advance. Semi-closed questionnaires combine both procedures.

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A probe, or express survey, is used in public opinion surveys and contains only 3-4 points of basic information plus several points related to the demographic and social characteristics of the respondents. When surveying by mail, return of the questionnaire is expected by prepaid postage. When conducting an on-site survey, the surveyor himself collects the completed forms. Group questioning: up to 30-40 people are surveyed at once: the surveyor gathers the respondents, instructs them and leaves them to fill out the questionnaires. Individual survey: the surveyor addresses each respondent individually.

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When classifying questionnaires, numerous criteria related to the topic of surveys are also used: event questionnaires; questionnaires to determine value orientations and opinions; statistical questionnaires (in population censuses); timing of daily time budgets, etc.

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Procedure for organizing research using a survey

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The program and work plan of the sociological research: form a single document that is discussed with the customer and must be approved by him. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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The main elements of such a program are the following: 1. A clear formulation of the research objectives indicating the expected practical result. This section substantiates the need to conduct research based on the relevance of specific problems and contradictions that interfere with the normal functioning and development of this object. For example, it is emphasized that the implementation of certain social goals is difficult due to lack of awareness of the problems of various population groups; according to the available data, it is obvious that tension is increasing in such and such areas or a conflict is possible, etc. The results expected as a result of the study are described in the terminology of possible management decisions, indicating their general nature and direction: for such and such purposes in the form of such and such actions and for such and such controls. For example, it is recommended to negotiate between conflicting parties. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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2. Brief scientific and practical justification of the problem and possible ways to study it. This section of the program combines a clarification of basic concepts, a list of structural units of a given object to be analyzed (groups of workers or population, production cells, etc.) and social processes that should be analyzed, and in conclusion contains a list of supposed causes that interfere with the normal functioning and development data of structural units, the object as a whole in these areas of activity. In the program presented to the customer, these scientific categories must be replaced with generally understandable ones. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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The same should be done to describe the research objectives related to assessments of the “social resource” of national minorities: explain that the relationships between the main population and minorities will be studied according to various indicators of their potential opportunities in the labor market (education, qualifications, etc. .), in the area of ​​claims to participation in political life, in terms of the level of self-assessments of material and other living conditions; whether they are similar to the assessments of the majority or differ significantly - this indicates differences in the subjective “resources” necessary to overcome some difficulties in life, which can become or is already a source of social tension in relations between the majority and national minorities. Here the researcher relies on the theory of relative need deprivation. In the same way, you can use the theory of social movements and set the task of determining the state of “mobilization” of minorities for certain collective actions, conducting a survey about their attitude to various “repertoires” of joint actions (appeals to the authorities, protest, etc.). At the same time, using theoretical knowledge, the researcher does not frighten the customer with his academic scholarship, but achieves proper mutual understanding. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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3. In the third, methodological, section of the program, the type of sample is proposed (for a sample survey), its volume is indicated, the methods of data collection and the method of processing the results are listed - all this in a condensed form, in a few phrases. The purpose of this section is to move on to justifying the resource costs necessary to carry out the research. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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4. The research work plan is an indispensable section of the program. It gradually determines the timing of the work, if necessary, fixes co-executors, proposes the calculation of the funds required for the reproduction of field documents and machine data processing, for transportation costs, etc., justifies the number of employees and their qualifications, including support personnel. The deadlines for presenting preliminary and final results of the work are determined here. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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In case of an extreme lack of initial information, Section 4 (work plan) provides time for the formative stage of the study, and all previous sections are presented in a more general form with the caveat that a more clear statement of tasks is subject to clarification by an agreed date. The work plan must be accompanied by a justification for the amount of resources to conduct the research. In studies with the participation of co-executors, it is advisable to attach subprograms developed by co-executors in particular areas and tasks to the second section of the program. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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The organization of applied research requires, first of all, the establishment of proper mutual understanding with the “customer”. It is necessary to clearly understand what the customer expects from the planned research and what, from the point of view of a sociologist, can be realized undoubtedly, presumably, or will not be possible at all. If the purpose and objectives of the research are not properly agreed upon with the customer, the result is usually disastrous: the customer doubts the usefulness of the data obtained. Doubts of this kind may be well founded, but it also happens that they are dictated by the customer’s false impression of his knowledge in this area. Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596.

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Types of questions and requirements for their preparation

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. The reliability of the data significantly depends not only on the content of the planned information, but, of course, on the design of the question itself, the expediency of which is dictated specific task and survey conditions. Open-ended questions are good at the trial stage, defining the area of ​​research and as control functions. It is assumed that a free-form answer allows one to identify the dominant opinions, assessments, and moods, but the most important thing is that by reacting to a question without prompting answer options, people better demonstrate the characteristics of their everyday, everyday consciousness, their way of thinking. Closed questions allow for a more rigorous interpretation of the answer. The framework for correlating assessments and judgments is determined here by a set of answer options common to all respondents. The researcher has more reliable grounds than with open-ended questions to compare data under equal conditions. It becomes possible not only to find out the content of judgments, but also to measure the intensity of assessments, scaling them for each option.

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Setting closed questions requires compliance with the following basic requirements: (1) The main thing is to provide for possible answer options as much as possible. A semi-closed version is also used, in which a dash is left for additional comments and remarks. At the end of the list of answers it says: “Additional comments (specify which ones) ....” (2) When formulating answer options (hints), you should remember three important rules: the least likely answer options should come first; hints should be approximately equal in length; All answer options should be kept at the same level. (3) In no way can several ideas be combined in one phrase, for example: “the work is interesting and well paid”; “The job pays well, but it’s not interesting.” (4) All possible answer options should be printed on one page so that the respondent can cover the scope of correlation of assessments at once.

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Yadov V.A., “Strategy of Sociological Research” - M.: Akademkniga IKTs, 2003 - P. 596. (5) You cannot print the entire series of positive answer prompts in a row and after it a series of negative ones, or vice versa. (6) The list of proposed answers is sometimes so extensive that respondents get tired as they move towards the end and work with the last groups of judgments less carefully than with the first, or the force of inertia in the answers begins to act. In this case, it is advisable to divide the list into three blocks and offer blocking to some of the respondents in one sequence, and to the remaining groups in another. (7) Constraints on the choice of hints can be hard or soft. It depends on the programmatic purpose of the question and its meaning.

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. In an interview, the development of a conversation involves posing open-ended questions and then clarifying the answers depending on the situation. The final result for individual sections of the interview can be formulated in the form of a closed question, listing the judgments indicated by the respondent with a request to clarify them and compare them. In questionnaire surveys, as a rule, all variants of questions are combined: open, closed and semi-closed. This increases the validity and completeness of the information. Direct and indirect questions. The direct version of the question provides an answer that should be understood in the same sense as the respondent understands it. The answer to an indirect question involves decoding in a different sense, hidden from the respondent. The most common way to replace direct questions with indirect ones is to transfer from a personal form to an impersonal one. Personal and impersonal questions equally relate to the assessments and judgments of the interviewee himself, but in the second case the assessments are indirect. The impersonal and semi-impersonal form of the question is used to identify opinions that diverge from generally accepted ones. The answer options emphasize that all of them are possible and the respondent will not

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Basic and control questions differ in their functions in the interpretation of data. With the help of tests, they clarify and supplement the information received in the main questions. In the questionnaire, the main and control questions should be placed so that the respondent does not perceive a direct connection between them. Therefore, they are interspersed with other topics not related to this one. Sometimes a silencer question is used for this. In addition to leading - targeted ones that meet the direct objectives of the study, so-called functional, or service, formulations and questions are always used. The tasks of the latter are to facilitate the process of an interview or questionnaire, relieve stress and fatigue that appears at the end of the respondent’s work, distract his attention when required, or, on the contrary, help him concentrate. Functional questions include “filter” and “trap” questions that screen out the incompetent and inattentive; “silencers”, with the help of which they distract attention during a long list or before asking a control question; various explanatory comments and clauses such, for example, as: “In your opinion,” “And now, if we consider it as a whole, how would you characterize?...”, etc. The purpose of such formulations is to create psychological comfort for the respondent .

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Structure of the questionnaire and requirements for its preparation

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. The questionnaire is filled out by the respondent independently, therefore its design and all comments must be extremely clear to the respondent. The basic principles of constructing the questionnaire are as follows. The first principle: the program logic of the questions should not be mixed with the logic of constructing the questionnaire. The second principle is the indispensable consideration of the specific culture and practical experience of the audience being surveyed. The third principle follows from the fact that the same questions, placed in different sequences, will provide different information. The fourth principle is that the semantic “blocks” of the questionnaire should be approximately the same size. The dominance of a certain “block” inevitably affects the quality of answers to other semantic “blocks”. The fifth principle concerns the distribution of questions according to their degree of difficulty. The first questions should be simpler, followed by more complex ones (preferably event-based, non-evaluative), then even more difficult (motivational), then a decline (event-based, factual again) and at the end - the most complex questions (one or two), after what - the final "passport".

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. The usual sequence of semantic sections of the questionnaire is as follows: Introduction, which indicates: who is conducting the survey and for what, how the data will be used ; if required by the content of the questions, a guarantee of anonymity of information, instructions for filling out the questionnaire and how to return it. Introductory questions perform two functions: to interest the respondent and to make it as easy as possible for him to get involved in the work. You can’t start a survey with a “passport”, which generally worries some people. It is useful to include information about the demographic data of the interviewee at the end of the questionnaire. Difficult questions asked at the beginning can be intimidating, leading to people refusing to participate in the survey. If the respondent has already joined the conversation, he will be inclined to finish the work rather than interrupt it halfway. The most acute sensitive questions are located in the last third of the sheet.

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. (c) Final questions on the content of the topic should be relatively easy, since it must be taken into account that when working with the questionnaire, people are gradually getting tired. Rating scales and other information in closed versions are good here. Open questions that require extensive comments are placed closer to the middle of the questionnaire; as a control, they are resolved at the end, but no more than one or two. (d) “Passportichka” occupies the last page. It is concise, does not require much effort and indicates the completion of the survey. (e) The usual conclusion is to express gratitude for your cooperation in conducting the survey. Often this is a repeated thank you, as in the introduction they write: “Thank you in advance for your cooperation.”

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. The layout of the questionnaire must meet the requirements of simplicity and ease of use for both the respondent and the coder. All semantic sections begin with special introductory explanations, which are highlighted in font. For example: “Now we move on to ratings of various television programs. We remind you that we are interested not only in the opinions of TV owners and regular television viewers) but also of everyone who watches television programs at least occasionally.” (2) Each question is accompanied by clear instructions on how to answer it: mark some points, answer in free form, etc. In no case should you suggest underlining or crossing out the text of the proposed judgments (in closed questions): difficulties usually arise in deciphering such notes, because they are sloppy. You should leave a special space for marks either before or after the phrase.

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. (3) You cannot tear apart the text relating to one question: the entire structure of the question is located on one page. (4) All questions are numbered in order, and answer options are indicated by letters or numbers in brackets (for ease of processing and self-control of the respondent). It is advisable to use a variety of fonts and certainly a varied layout of questions and answer options. In different fonts they type: introductory remarks to a series of questions, the questions themselves, instructions on how to answer, answer options. Do not overuse "matrix" questions. The “matrix” form is convenient and economical for layout and processing of the questionnaire. But this is where the echo effect is most dangerous. (7) Drawings and unusual marking methods are also used to enliven the text.

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Advantages and disadvantages of the survey

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Advantages and disadvantages of the survey method. Advantages. - the ability to obtain information directly from event participants - a survey allows you to obtain information on a wide range of topics (almost unlimited) - a survey allows you to collect information from any number of respondents (unlimited number of informants) Disadvantages. - collection of information outside the “natural” situation, - any information obtained during the survey is not without subjectivity associated with the pressure of social approval - provokes an answer, even if the respondent is not competent in one aspect or another

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Advantages and limitations of the main methods 1. Personal interview. Advantages. - High achievability of the planned sample of respondents - Possibility of using complex questions (charts, tables, different blocks for different respondents) - Possibility of varying the sequence of questions - The interviewer can give explanations, comments, seek answers to most questions - You can use visual materials (cards, product samples ) - The interviewer allows you to hold the respondent’s attention longer - Relatively high speed of data collection - Possibility of observing the respondent Disadvantages. - Relatively more expensive - Possible distortions due to the interviewer effect (for example, the influence of the socio-demographic characteristics of the interviewer on the result obtained. For example, the average income of older men is directly dependent on the size of the interviewer’s breasts) - Lack of possibility of personal control interviewer

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. 2. Telephone survey Advantages. - High efficiency in obtaining results (short field stage) - High control over the interviewer's work - Less influence of the interviewer - High level of telephone coverage => wide geographical coverage - Relatively low cost - Possibility of simultaneous data processing (instant computerization and formation of a data array) Disadvantages - Limitation on duration - The need for the simplest possible questions - The impossibility of demonstrating visual materials to the respondent - The danger of sampling bias due to the low level of telephone penetration (or, for example, due to a large number of numbers not registered in directories)

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Yadov V.A., “Strategy of sociological research” - M.: Academic book ICC, 2003 - P. 596. Press survey Advantages. - Clear redirection of the questionnaire to a specific audience - Lack of influence of the interviewer - Low cost of the field stage of the study - Extremely wide initial audience coverage Disadvantages. - The same as in a postal survey - Maximum brevity of the questionnaire (no more than 5-7 questions) - The need to stimulate responses - The impossibility of potentially contacting a specific respondent - The impossibility of implementing any sampling other than spontaneous

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Internet survey Divided into on-line (a question form is posted on the website) and off-line (in the form of a file you -sent to the address of the potential respondent). Advantages. - Ability to use a wide variety of visual materials - Ability to reach specific audiences - Instant processing of collected data - Low costs for the field stage and data processing Disadvantages. - Forced brevity of the questionnaire - Inability to verify the sincerity of the responses received - Sampling bias, which is difficult to assess 6. Self-completion In many ways similar to a mail survey. Advantages (besides those in the mail) - Greater control over the return of questionnaires - Relatively cheaper than a personal survey - Fairly fast collection of information - Typically high returns

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Postal survey Advantages. - The respondent can choose a time convenient for him - No influence of the interviewer - Wide geographical coverage - Easy sampling - Relatively low cost of data collection - Higher anonymity Disadvantages. - Low achievability (about 5-10%) - Long field stage - Impossibility of explanations during the survey - The need for simplicity in the formulation of questions and filling - Lack of control over the order of filling and the filling process (for example, an-keta-centaur: filled out by different people or collegially) - Limitation on the length of the questionnaire (no more than 30 questions) - Impossibility of obtaining additional data about the respondent during observation - Sampling bias (toward well-educated people who can “hold a pen in their hands”

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Yadov V.A., “Strategy of sociological research” - M.: Akademkniga IKTs, 2003 - P. 596. Typical mistakes in conducting surveys.

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