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6.1. 1
Gallup International 1947 . 1935 . . . , -666
, ( -) (American Institute of Public Opinion). , , . 1935 . . 12 Gallup International Association. , 1947 . . . , , , -, : 1) , 1935 1947 2) , 1947 . . , .
. , . , , . , , , 2. 6 1935 . . , . , . 1936 . . , , , ", 20- , , 10 , . 6i , . , (3000 )
|
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667
. .
XX . . (1936, 1940, 1944) (1948), , . . 1948 . 12 , 12 . 19561988 . 1,8%. 16 2,7%. 50 .
, . , , . , , 1946 . , . 10 . , 1930- ., . 1950 ., 15 , , 5 . .
Gallup International Association, , , 55 , . 1995 . 350 . . 20 , .
668
:
♦ 1970- . 8 . , . , 2/3 , , , .
|
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♦ 1999 . , 57 . 60 .
.
, .
, .
, .
♦ , , -. , 92% , 40% , , .
♦ , - ? , . .
♦ , 46% .
669
6.2. 5
(, ) 1947 . - , , - - . , - . , : , , .
. - . ʸ. 100 , 25 , , , , . , 18 000 . { GmbH), 2,5 . . 1996 . 99% . , . 252 .
. 100 , 80 . . 80% . . - 500-1000 , 3 , ( ), : .
|
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, (AllensbacherMarkt - und Werbetrager - Analyse) . 20 . , 100 .
670
1987 ., CAPITAL - Elite - Panel . - 600 , . - .
1949 . , 1%. 1960- . : - .
1949 . () 2000 - 16 . , .
1959 . 20 . (AWA), , , ; , , .. , AWA, . -, 2000 1500 , .
1997 . , 10 . 14 54 . , kom-, , , -, .. , - 100 -, 14 . , - 1200 300 .
- . , 1981 . , 10 , 37 .
. ; -
671
, , (, ) .
1958 . , , .
, - . (10002000 ) . 1967 . , . , -, , , , ; -, , ; -, : , , (, , ). .
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1973 . . . . , , , .
. . , . , , . . -672
( ); : ( , -, ); : ( , , , ); : ( , , ); ; ; ( , , ).
. - . , . , - -, - , .
, 9 . - , ( ). 80 .
, , . . , 19471966 19671980 . The Germans. , c , Allensbacher Berichte (- ), - .
6.3.
( 1992 . ) | . -
673
, , . : , .. . , , , , - . . , . .. . , . , , , . , , , , .
|
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1988 . - , . 1987 . - , .. .
, , , , . ( 1992 ... - ). ( , ) ; , , - . , . , . (. , . , . ) . , , , , 7.
674
. , . 1998 . , 1999 . . 1992 . . .. . .-. .. .
, -, -, , , , - . .
100 , , , , , 6 30 . AGB Intomart, Gallup Denmark, Market Behavior Limited, Puls Train Technology. (WAPOR), (ESOMAR).
. 10 (, -, , , , , , , , ). 17 , , (, , , , --, , , , , , , , , , , , -). , . ( ).
, : - ; - ;
6.
675
; ; ; ; ; ; ; ; .
, . , , -, , , , , , .
, . . , , .
:
100 4 . 88 35 ; 4 . , , , , ;
100 1650 42 25 ;
10 1600 24 7 .
() 10 100 , 10 45 . - - , 12 , , 13 . 2 . 50 2,5% 100 1,8%.
, , . , , , , , , .
1989 . , -676
, , . . ( ) . 1994 . : . , . 1993 . , , , .
. 2000 , .
: 1993 ., 10 . ., 1 . . , . . , 23 . .
̻ (VCIOM Report) , , , . - ; , .
2000 . , . - , . . 1600 18 . , , .
- , -. -
677
45 (1530 ). - . ( ) 34 . , , . : (1990), (1993), .. (1993).
, : (1989), (1993-1996), (1993-1994), (1992-1996), (1990,1996), (1992). , , , , , , . , . . (), (), (), (), (), (), USIA, Roper Starch Worldwide, Gallup DK, . . . . , ISSP, ; ()8.
2003 . : - . , . .
678
6.4. ESOMAR
ESOMAR: European Society for Opinion and Marketing Research ( )9. ESOMAR , . 1948 ., 29 , . . ESOMAR 4000 100 . - ().
-, , , . , Gallup, AGBh GfK. , : , -, , .
, , . . . ESOMAR , , , -, , .
ESOMAR , . 1977 . ESOMAR 69 -
679
41 . .
ESOMAR , 60 . , . , 1012 2002 . () . , . 2224 2002 . () 54- ESOMAR.
ESOMAR : Marketing & Research Today ( ) NewsBrief ( , ).
6.5. NORC
{ National Opinion Research Center NORQ 10 , 1941 . . , . (Survey Operations Group) ( , , , ) . .
GSS (General Social Survey) (), . 38 . 3200 . : , , , , 680
, , , , , , , , .
, , : NORCb 19711975 ., , , , , , , GSS Methodological Report, 300 , , , , , , , , Sociological Methodology, 19911995 . - 50 , .
6.6. NatCen
National Centre for Social Research, NatCen () 11. . 1969 . (Roger Jowell), (international director). , , 170 , 12 . , , . , .
30 , -
681
, , . , . , , 1000 ( 100 ). , , , , . : (face - to - face), , . (group discussion). .
6.7.
() , 1969 ., , - . , 13 ( ). , 1,5 , , .
, , . 30 , .
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♦ , -, , ;
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683
(, , , , ). - , , (12 ) , , . - , , , . , , (): , , , , , , * ., , . , , . . : , , , , . - . , . , .
, 1918 ., , 1920 . . 342 , 31 399. 13,5 . , , . XVI XX . ( ) , (2,5 ), . - 684
- - , - , , , . 874 69 .
1980 . 3 . 80100 . . 2002 . - 2,5 12.
GfK Group
GfK Group 13 (Gesellschaft fiir Konsumforschung 14 ) , 15. 1925 . , . (). 100 43 . GfK Group . GfK, . , . GfK: Navigator, Target Positioning, ATS, Price Challenger, Ad*Vantage, LoyaltyPlus, 20 .
1967 . GfK Group , , . GfK Group 500 . 140 50 5 . . 16 , GfK Group
685
. , GfK Group, , : Ad - Hoc, Consumer Tracking, Non - Food Tracking Media & Internet Research.
Ad - Hoc Worldwide 88 . , , . , (, Eurobus 36 ).
Consumer Tracking , . , . GfK Group.
Non - food Tracking , . , GfK. .
Media Research (# , , , , .
GfK Group - (www.gfk.ru), . - ... .. . , 1990- . - GfK Group , , . 1990- . - 5%, 30%.
1991 . , 80 , 2001 . 400 200 . 69 , 686
. . 6 12 GfK Group; .
: FMCG, 2, Durable Goods, IT, Retail, Pharma, Finance, Tourism, Automotive. , . , , , . , CAPI (Computer Assisted Personal Interviewing). SPSS, Quantime, Oracle, PC + TV. , - . 2531 25 , .
, GfK, ( ). , , , , . Socio Styles , . , ( ), , .
1998 . GfK- . , 1995 ., . 19 . / - .
687
1998 . GfK Group / . GfK Group, , GfK - - .
- GfK Group , .
6.9. QUANTUM
- 1975 . (). QUANTUM (Association for quantification and Methods in Historical and Social Research Arbeitsgemeneinschaftfur Quan-tifizierung und Methoden in der historisch sozialwissenschaftlichen Forschun-ge. V.). - QUANTUM - . , , , , - . - { QUANTUM WORKSHOP) - . QUANTUM Historical Social ResearchHistorische Sozialforschung (HSR), , .
. 1987 . QUANTUM ^ un - Zentrum fur Historische Sozialforschung (ZHSF). : - , - - .
688
QUANTUM, Quantum Information. ZHSF Historical Social Research (HSR). , -, QUANTUM. 15 QUANTUM 20 , -, 16.
(. 6.1).
692
, . , - | -. - ] - (). . , () : - , / , 17. (ACME) - (IMC).
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693
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694