Standardizované dotazování: komunikační a kognitivní aspekty

The paper acquitants with methodological form of current public opinion polling in the Czech republic, that almost solely uses some variation of aplication of standardized questionnaire.Inspired by the CASM (cognitiveaspects of survey methodology), the author tries to demonstrate a complex nature of the interview situation and to explain its components and context. The focal point of the presentation is methodological conception of standardization.