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I think you need to look beyond ppc and think of what an end user (business or school or organization or individual) can do on the world scale to develop profitable turn-key solutions related to the sociology community of practise while easily marketing this highly recognizable name - also knowing that the study of sociology and the internet go very well together.
I purchased the domain from a company in Europe who originally registered it for potential development in early 97. They have never used it. It took quite a while to acquire.
No doubt its a great generic single word, but its best suited for an acedemic type of site. As DCG said the advertising is not so hot for that keyword. Google doesn't bring up such great adsense for it. So I would say $25K -$50k. Good luck with it.