quality:corruption, linguistic:voice_change, information:filtering, structural:expansion
Modern methodologies

In the early 20th century innovation in survey methodology were developed that are still dominant. In 1928, the psychologist Louis Leon Thurstone developed a method to select and score multiple items with which to measure complex ideas, such as attitudes towards religion. In 1932, the psychologist Rensis Likert developed the Likert scale where participants rate their agreement with statement using five options from totally disagree to totally agree. Likert like scales remain the most frequently used items in survey.

In the mid-20th century there was a general—but not universal—trend for American sociology to be more scientific in nature, due to the prominence at that time of action theory and other system-theoretical approaches. Robert K. Merton released his Social Theory and Social Structure (1949). By the turn of the 1960s, sociological research was increasingly employed as a tool by governments and businesses worldwide. Sociologists developed new types of quantitative and qualitative research methods. Paul Lazarsfeld founded Columbia University 's Bureau of Applied Social Research, where he exerted a tremendous influence over the techniques and the organization of social research. His many contributions to sociological method have earned him the title of the "founder of modern empirical sociology". Lazarsfeld made great strides in statistical survey analysis, panel methods, latent structure analysis, and contextual analysis. Many of his ideas have been so influential as to now be considered self-evident.