In article the sociological analysis of the marriage choice is carried out. Today the matrimonial sphere undergoes transformations which essence in rationalization of the marriage choice and functionality of the marriage union. Relying on J. Koulmen and G. Becker ’s concepts, in summer of 2017 in the city of Yekaterinburg the authors have conducted a pilot empiric and sociological research, the object of which were married youth (n=15), not married (n=15) at the time of the poll and also the senior generation (n=20) who’s marriage was in the Soviet period. The materials of interviews show that there are differences in ideas of generations of «fathers» and «children» over a marriage partner, its qualities and factors of the marriage choice. The youth allocates the marriage partner with the social properties which allow getting high status positions, and the choice is carried out from the social group close in social positions and characteristics. The senior generation was guided in the marriage choice by traditional distribution of gender roles in family and was guided by emotions and senses in making decision about marriage. Results of the research have shown a coming to pragmatism of the marriage choice of youth and partnership in the matrimonial sphere.