Why Survey Methodology Needs Sociology and Why Sociology Needs Survey Methodology

Abstract

This chapter provides an introduction to the volume. The reader is invited to make connections between survey methodology and sociological theory, broadly defined. Connections between these disciplines extend back for decades, anchored in the strong representation of sociologists among the first generation of survey methodologists. Although they remain neighboring and complementary academic disciplines, the influence of sociological theory has been attenuated in the intervening years as survey methodologists have increasingly turned to cognitive psychological approaches to understand survey errors and artifacts. While this approach has undoubtedly lead to important improvements in survey measurement, social and interactional approaches may also shed useful insights. Thus, this chapter, and those that follow, argue for a revitalized research program linking survey methodology with sociological theory. Sociology’s rich theoretical foundation and extensive body of research has much to offer survey methodology. Moreover, survey methodology offers sociologists the opportunity to learn about human behavior afforded by the investigation of survey errors.