Sociological research is carried out to establish patterns in public life and obtain the information necessary for successful marketing and social programs. In order for the study to objectively reflect the processes taking place in society, a scientific approach is used. It guarantees the accuracy of the information collected, its representativeness and comprehensiveness.
The main methods of sociological research are:
- questioning;
- interviewing;
- expert survey;
- mass poll;
- observation;
- experiment;
- content analysis;
- sociometry.
Questioning and interviewing
In the first case, the survey is carried out by filling out a form with ready-made questions by the respondent, in the second there is a personal communication between the interviewer and the respondent. The first option is preferable for a small number of simple questions, when it is necessary to find out the opinion of a large number of people from different social groups. When interviewing, you can get an objective individual portrait of a narrow group of people.
Expert and mass survey
An expert survey is conducted with the participation of specialists in the field under study, where special knowledge is required to assess the objectivity of the information received. The mass survey is carried out anonymously and does not require special knowledge when analyzing the data.
Sociological observation
This method involves the registration of the features of the object of observation for a specific system in accordance with the objectives of the study. Thus, the behavioral properties of a group of people or a social phenomenon are studied. Observations (emotions, behavior, facial expressions, speech) are recorded on a pre-developed form, in a diary, as well as using photo, video and audio recording.
Experiment
This is a method of collecting data and analyzing them, in which the hypothesis is tested when the researcher intervenes in the natural course of events.
Content analysis
This is a quantitative analysis of the sociological information received, contained in protocols, reports, letters and other documents, the reliability of which is beyond doubt. The essence of content analysis is to find and use such features of a document that would reflect the essential aspects of its content. For example, the frequency of the use of certain words or expressions is investigated. Using this method, the subjectivity of the qualitative analysis is reduced and allows you to get a more realistic picture.
Sociometry
This is the study of processes in small groups: school, student, family, work collectives and groups united by common interests (social movements, party circles, and so on). The main condition is that the objects of study should be in direct interaction with each other. Sociometry combines surveys with algorithms for processing primary indicators and mathematical methods.
