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Motivational issues are very attractive to sociologists. They are often used in the study of public opinion, for example, during the elections.Motivational questions give an idea of the attitudes of the Respondent about how he understands and perceives certain events, etc. without going into detailed analysis of the nature of motivational values and behavior study for social studies, we will note only that they are interesting primarily as a kind of ideal model of human behavior. But the ideal presentation and actual behavior are not one and the same.Perfect representation formed on the basis of past experience in a specific behavior is mediated by the actual situation, conditions of life. We asked women how many children they would like to have. Most often they answer: two or three children. In fact, the majority have one child, at least in Moscow.In the questionnaires often ask respondents to rate the prestige of a particular work, some events, actions, to define their attitude to a particular phenomenon, etc. Typical questions: "Tell me, please, how do You assess the work of Your MP?", "Are You satisfied with your job?" etc.These issues with the General approach aims to ascertain the views of the Respondent. As is known, sociologists mainly study of public opinion. Not surprising that the majority of questions begin with the words: "How, in Your opinion...?", "Do You think...?", "What opportunities, in Your opinion, are...?", etc. In the practice of the use of motivational issues, it is necessary to specify the evaluation criteria or to be able to agree on the concepts. Not finding that the Respondent and the researcher have in mind how understand a particular phenomenon, the sociologist risks not adequately evaluate the responses of the Respondent.Studying the level of cultural development of any group may, in principle, be limited to a direct question: "How do You assess your level of cultural development?", inviting the respondents of any timeline. That gives the researcher the information obtained by such a direct question, by self-evaluation? Only what the respondents themselves rated this way. But how this information meets some General criteria of level of cultural development for this group? The only thing that we can say that the data on the level of cultural development, obtained through self-assessment, are a reflection of some of the private criteria of the respondents.Such information is not worth much if you have not selected a starting point the evaluation criteria. Such criteria are established and defined for the other questions. The researcher sets the criterion by formulating a series of questions, for example, the presence of items of cultural consumption in the family, to visit cultural institutions etc., Ranking for some important answers, the sociologist defines the level of cultural development of the studied groups of people. The researcher can relate your criterion, the level of cultural development with the level of development as it was defined by respondents and thus to identify deviations how much he overestimated or underestimated how objective their self-esteem, etc., which will allow to determine the structure and direction of cultural consumption of different groups of respondents.
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