Der Interviewer-Einfluß in Der Marktforschung
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Der Ansatzpunkt dieses d r i t t e n an B d e s der Studienreihe "Betrieb und Markt" ergibt sich aus der Konfrontation der Marktforscher mit ihren Unter- suchungsobjekten, den handelnden Menschen als Marktteilnehmern. Bei der unter modernen Gesichtspunkten zu bevorzugenden mündlichen Befragung bildet der Interviewer das entsprechende Bindeglied; es liegt die Vermutung nahe, da die Befragungsergebnisse durch seine Einschaltung beeinflu t wer- den. Überblickt man die bisherige Literatur zu dieser Frage, so fällt auf, da die Erkenntnisse oft aus der freien Gesprächssituation zwischen zwei Partnern abgeleitet werden. Obwohl die demoskopische Marktforschung noch teilweise Befragungsstrategien verwendet, die der Situation eines frei geführten Ge- spräches zwischen Interviewer und Auskunftsperson nahestehen, bildet das standardisierte Interview mit normierten Fragebogen die methodisch über- legene Befragungsstrategie. Wie in jeder Gruppensituation entstehen auch im standardisierten Interview psychologische Beziehungen zwischen den Beteiligten. Diese sind jedoch ge- genüber der normalen Gesprächssituation stark modifiziert, so da eine be- denkenlose Übertragung der für freie Gespräche gültigen Erkenntnisse über den Interviewer-Einflu auf das standardisierte Interview zu schwerwiegen- den Fehlschlüssen führen würde. Im ersten Teil dieser Abhandlung wird versucht, ein Modell des standardisier- ten Interviews in der demoskopischen Marktforschung darzulegen, in dem der psychologische Zusammenhang klar herausgestellt und aufgezeigt wird, ob und gegebenenfalls an welchen Stellen die Ergebnisse demoskopischer Unter- suchungen durch den Einflu der Interviewer verzerrt werden. Das Ziel des zweiten Teils der Schrift ist die Anwendung des Modells an Hand von Unter- lagen des Instituts für Markt-und Verbrauchsforschung der Freien Univer- sität Berlin.
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