THE INFLUENCE OF SOCIAL FACTORS IN CONDUCTING MASS SURVEYS

This article examines the influence of social factors on the process and outcomes of mass surveys. In modern sociological research, mass surveys serve as one of the most important tools for collecting empirical data; however, their reliability and validity are significantly affected by various social determinants. The study analyzes key social factors such as respondents’ socio-economic status, education level, cultural background, social norms, and group influence, which can shape respondents’ perceptions and answers. Special attention is given to issues such as social desirability bias, interviewer effect, and the impact of social environment on response behavior. The research also explores methodological approaches to minimizing the negative influence of social factors and improving data accuracy in large-scale surveys. The findings highlight the necessity of considering social context in the design and implementation of survey research, particularly in transitional and developing economies. The article concludes with recommendations aimed at enhancing the effectiveness and credibility of mass survey methodologies.