Das Demoskopische Interview: Qualitatives und quantitatives Verfahren
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Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Stuttgart, Veranstaltung: Sozial- und Marktforschung, Sprache: Deutsch, Abstract: Erst mit dem Aufkommen der sozialwissenschaftlichen Forschung konnte man präzisere Aussagen über Meinungen auf der Basis von statistischen Auswertungsverfahren machen. Die Umfrageforschung ermöglicht beispielsweise das Messen von Einstellungen zu politische Themen, verschiedenen gesellschaftlichen Trends, wie Konsum- oder Freizeitaktivitäten, . Die Interviews, noch Befragungen oder Meinungsumfragen genannt dienen zur möglichst präzisen Erhebung von Daten und Informationen. Zu unterscheiden sind hier Befragungen, die ein und dieselben Fragen an möglichst viele Befragte stellen und sogenannte quantitative Umfragedaten gewinnen, und solche, die qualitativ auf die Ermittlung von Hintergründen und von Expertenwissen gerichtet sind. "Jedes Interview ist Kommunikation, und zwar wechselseitige, und aber auch ein Prozess. Jedes Interview ist Interaktion und Kooperation. Das "Interview" als fertiger Text ist gerade das Produkt des "Interviews" als gemeinsamem Interaktionsprozess, von Erzählperson und interviewender Person gemeinsam erzeugt - das gilt für jeden Interviewtypus. (...) Interviews sind immer beeinflusst, es fragt sich nur wie. Es geht darum, diesen Einfluss kompetent, reflektiert, kontrolliert und auf eine der Interviewform und dem Forschungsgegenstand angemessenen Weise zu gestalten." Fakt ist, dass im 1991 35 Prozent der erwachsenen Einwohner der Bundesrepublik Deutschland gleich 28 Millionen mindestens einmal oder mehrfach von einem Interviewer bei einer Bevölkerungs-Umfrage befragt worden waren und hatten ein demoskopisches Interview erlebt. Mittlerweile finden demoskopische Interviews täglich auf der ganzen Welt statt und im Durchschnitt wird nur jedes fünfte Interview verweigert.
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