Migratory workers and (increasingly) the members of their families who reside in the Federal Republic of Germany, have become a considerable social factor which does not always smoothly fit into the political, social and economic structures of the guest country. This causes considerable difficulties for empirical, social scientific research. Not only do language problems have to be taken into account, but also the differences relating to the specific cultures and socialisation processes of the various nationalities. Therefore, a valid concept and method development is necessary for surveying migratory workers. This means that cultural influences of the mother country, as well as the specific situation of the foreigners in the guest country have to be taken into account.
The establishment of the survey method and formulation of the survey instruments is of central importance in empirical social research. But they (the above), are frequently seen instrumentally, but not conceptually - especially in the area of marketing research. This instrumental orientation is adapted to few current survey methods, and is documented by the fact that objects to be surveyed are more or less cleverly operationalised according to the demands of the apparently given methods. The interviewee - an imperatively vital link in the chain of the survey proceedings - is frequently reduced to a reporting non- entity, and is not accepted as a' partner in the specific form of the act of communication.