POLLSTER APPROACH VERSUS SOCIOLOGICAL APPROACH TO CONDUCTING ELECTORAL RESEARCH

The purpose of the study is to consider the advantages and disadvantages of pollster and sociological approaches to electoral research.The article shows that conducting electoral research in modern election campaigns is carried out equally by pollster (for purely political purposes) and sociological (for scientific and sociological purposes) technologies. It has been proven that optimal results can be achieved by combining pollster and sociological approaches to electoral research. It was determined that today the organization of an effective election campaign requires equally sociologists-pollsters and sociologists-analysts, the result of whose work is respectively collected empirical data and an analytical product, scientific expertise.It has been demonstrated that pollster and sociological approaches to conducting electoral research differ not only in the concepts of public opinion and the styles of its research, but also in the subject field. The electorate as a subject of electoral research acquires different content for different approaches. The pollster approach is more likely to understand the electorate as a circle of voters who vote for one or another party or candidate for an elected position and, in fact, are supporters of a certain political force or personality, while representatives of the sociological approach mostly consider the electorate as a collection of all citizens who vested with the right to vote and who exercise or do not exercise it under specially created conditions. It is argued that the integration of the subject fields of electoral polling and electoral sociological research will allow more effective and productive use of analytical potential in the election campaign, since such an organization of patronage work will help not only to record the results of electoral research, but also to predict the trends of electoral choice, the flow of votes, the reactions of electoral groups to specific political events. The availability of systematic ideas about the types of voters and their personal profiles will help to meaningfully approach the understanding of the electorate.