The Sociological Aspect of Commercial Communications: Modern Practices in the Context of World Trend

The article describes the nature of the relationship between the researcher and the respondents. The authors prove that reliable and complete sociological information can be obtained in case of establishing equal relations and holding a free discussion between them. The article analyzes the accompanying problems of interrelation between the sociological factors of emergence of advertising as a mass phenomenon and their inseparable connection with mass culture and the mass media.

sociodemographic and psychographic characteristics, qualitative and quantitative analysis, motives of the interviewees, disposable culture, gender consumption patterns