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.