The main idea expressed in this article refers to - and elaborates on - the contributions of the Bureau of Applied Social Research and of its mentor and founder Paul Lazarsfeld. It underlines the importance of how, in social research, it is necessary to develop and maintain a multilevel and integrated approach to surveys. Using sociometry and contextual analysis in the design of surveys, enables us to connect three levels of observation/study - individual, relational and contextual - which are often kept isolated and separate in social research. A standard approach to surveys creates casual samples of individuals, as if they were isolated units living in social emptiness, and limits itself to conduct data analysis that creates relations between individual variables. This integrated multilevel approach is instead the solution proposed to overcome the atomism and micro-sociological reductionism of this standard approach to surveys.