Abstract:
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.
This could also be of interest:
Research Papers
Loser, hero or human being
Catalogue: Congress 2008: Frontiers
Authors: Wim van der Noort, Jochum Stienstra
Company: Ferro Explore!
September 26, 2008
Research Papers
A human centred innovation approach
Catalogue: Qualitative 2009: The Evolving Human
Authors: Steffen Hück, Michael Bartl
Company: HYVE
November 19, 2009
Research Papers
The Metaverse as a Research Laboratory
Catalogue: Congress 2023
Authors: Alejandro Prieto, Larissa Aieta, Rodrigo Alagon
 
September 27, 2023
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)