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The quality of sociological data is the problem that cannot lose relevance in the works of methodologists and practicing sociologists for decades. Procedures and techniques for the improvement of the quality of information for all type of survey methods are developing. The purpose of the article is to inform the interviewers conducting semi-structured or unstructured interviews of the recommendations developed on the basis of the theory of psychotypes (by V.V. Ponomarenko). This technology will allow to improve the quality of sociological data. Identification of the psychotype of the respondent and his emotional reactions to different sensitive topics during the interview are the basis of this technology. Emotional reactions can be traced by nonverbal cues (facial expressions, gestures and poses) and interpreted by the technology of the analysis of nonverbal reactions developed and approved earlier. During the multi-stage experiment, the reactions significant in the course of interview were traced and analyzed - irritation, surprise, sadness, contempt, joy, fear, disgust, stress/discomfort, doubt/indecision, manifestations of mental processes. At the first phase, representatives of ‘ideal types’ of each psychotype were selected by an abridged psychological test and external diagnostics based on sensitive topics. As a result, the recommendations for a semi-structured interview were formulated. To use this technique, it is necessary to test an interviewee before the interview by the abridged psychological technique (in case there are doubts after the visual diagnostics). According to the psychotype the interviewer pays attention to the sensitive topics of the in-terview, and during the interview can reformulate the open-ended questions to reduce the sensitivity of significant topics for each respondent.

RECOMMENDATIONS FOR INTERVIEWERS CONDUCTING SOCIOLOGICAL SURVEYS: THE USE OF THE PSYCHOTYPES THEORY AND ANALYSIS OF RESPONDENTS’ NONVERBAL REACTIONS