The everyday-life-approach as a new research perspective in opinion and marketing research (German)
The purpose of this paper is to provide information about the basic characteristics and potential applications of the SINUS Everyday Life Research Program which explores new ground both in terms of theory and methodology. Initially, the research program was developed as a result of the dissatisfaction with the traditional approaches commonly used in empirical social research. These approaches are not sensitive enough to capture the diversity and complexity of the respondents' everyday-life experiences particularly with regard to changing attitudes and values.
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