Situace standardizovaného dotazování z hlediska kognitivních přístupů

Abstract

The article focuses on an analysis of the situation in which information is obtained from respondents in questionnaire surveys. From the perspective of the cognitive aspects of survey methodology the article takes a complex view of this situation and applies theoretical concepts and empirical evidence in order to explain the close connection between the interview situation and the quality of the information obtained. The interview situation is portrayed in its twofold form: personal aspects (the mental operations of respondents) and social aspects (the interaction and communication between the interviewer and the respondent). The analysis of the interactive aspects of the interview situation draws attention to the rules of standard communication, which interfere with the ordinary concept of the standardised interview and the course of mental processes. The cognitive aspect of responding to questions is analysed from the perspective of the wider understanding of context effects, the author refers to the most important theoretical concepts relating to individual effects and empirical evidence of some effects that infl uence the response process. The article takes a somewhat untypical approach to some aspects of data collection in questionnaire surveys and into the Czech context introduces the cognitive aspects of the methodology of questionnaire surveys.