Trust as a characteristic of the Kazakh mentality. How significant is it for market analysis?

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Leonid Gurevich, scientific director of the Center for Sociological and Marketing Research BISAM Central Asia , Doctor of Historical Sciences, professor of sociology

Trust. There is probably no other variable that is measured so often in public opinion polls. At the same time, having in their theoretical arsenal many definitions of the category "trust ", the organizers of the polls do not think about how this concept can be perceived by the respondent in the corresponding question of the questionnaire. At least, I have not seen questionnaires where the necessary explanations would be given to the respondent. We can only assume what a painful, spontaneous and instantaneous mental operation the respondent must go through in order to organize the associations that arise in his head when he hears the word "trust ". What does it mean to trust this or that subject (a government structure, a non-governmental organization, a statesman, a political leader, a social or ethnic group, a mass media outlet, an individual with certain characteristics, etc.)? Does it mean that I am ready to rely on this subject, to ask him for help in the hope of receiving such help, am I ready to follow him, obey him or cooperate with him? Do I trust the knowledge, competence, professional and moral qualities of the subject?

To answer these points, three factors are immediately included in argentina phone number data the respondent’s consciousness – experience (their own and that of others), awareness and social stereotypes. At the same time, of course, for each type of subject, each respondent forms their own sets and configurations of criteria and approaches. In this regard, it would be good to conduct in-depth qualitative research after each measurement to “decode ” the meanings. However, a number of circumstances prevent such research – from the need to maintain the frequency and periodicity of measurements to a shortage of resources, primarily financial ones. And, of course, trust measurement should be carried out in the “quick response” mode to requests from the state and society. As a result, the lion’s share of sociological projects are monitoring trust in government bodies and influential persons, as such or in connection with specific events. Such measurements can rightfully be said to have “entered everyday life”.

As for marketing research, it rarely uses the category of "trust ". This is most likely due to the fact that market.