2. Outline
Research Methods Overview
Scientific Method
Methods (Ethnography, Interviews, surveys,
experiments)
Issues in sociological research
Values, Objectivity, Reactivity
3. Research Methods
Methods are used to show if a theory’s claim is true
Quantitative-data put into numbers for statistical
comparison
Qualitative-can’t be converted to numbers – data
relates to meaning
Ex. Interviews or observation
Scientific method-provides researchers with steps to
follow: begin with a general question
Literature Review-thorough search through
previously published studies relevant to topic
4. Scientific Method
Does watching violence on TV cause kids to behave
violently?
1.Form a hypothesis- theoretical statement explaining
relationship b/w two or more variables
Variable-one of two or more phenomena that a
researcher believes are related
2.Clearly define the variables so can measure accurately
3. Predict possible outcomes
4. Researcher collects data (experiment meant to isolate
variables)
5. Analyze the data
5. Does watching
violence on television
cause children to
behave violently?
Albert Bandura (1965)
Children more likely
to hit the clown doll
themselves if they
saw the TV actors
being rewarded for
their violent
behavior
If the actors were
punished, children
were less likely to hit
clown doll
6. Which Method to Use?
Each sociological method has its own benefits and limitations
Ethnography-method based on studying people in their own
environment in order to understand the meanings they
attribute to their activities
Participant observation-researcher observes and becomes a
member in a social setting
Access-process by which ethnographer gains entry to a field
setting
Has to be negotiated carefully
Researchers can either be overt or covert in their role
Fieldnotes-detailed notes describing activities and interactions
with those being studied
Reflexivity-researcher’s identity can affect what’s going on
7. Ethnography
Advantages
Excel at telling stories that might otherwise might not
get told
Challenge preconceptions and stereotypes
Disadvantages
Lack of replicability-research that can be repeated by
other researchers
Degree of representativeness
Bias-opinion held by researcher that might affect the
research
8. Interviews
Interviews-face-to-face information-seeking
conversation with subjects, or respondents
can be combined with other methods
Researcher must ID target population-entire group
researcher would like to be able to generalize about
Sample-smaller group who are representative of larger
group
Researcher must get informed consent-subjects must
know what they’re getting into and explicitly agree to
participate
9. Interviews
Researchers must be careful to avoid leading
questions-questions that predispose a respondent to
answer in a certain way
Double-barreled questions-questions that involve
too many difficult issues at one time
Advantages
Respondents speak in own words
Discover issues that may have been overlooked
Disadvantages
Not always truthful
Not representative
10. Surveys
Survey-method based on questionnaires administered
to a sample of respondents selected from target pop.
Tends to be macro and quantitative
Answers are coded (turned into numerical data)
Pitfalls: leading questions, bias, double-barreled
questions, & negative questions-ask respondents what
they don’t think instead of what they do
Questions should be clear, and order of questions
matters
Representative sample-findings can be generalized
to entire population
11. Surveys
Probability sampling-sample group mathematically
represents the larger population
Simple random sample-each member of pop. has an
equal chance of being selected
Weighting-proportion of certain variables (race, gender,
etc…) more closely reflects larger population
12. Surveys
Advantages
Quick, vast amt. of data, can study large # of people
Strong reliability-degree to which same questions will
produce similar answers
Disadvantages
Don’t allow for full range of expression
Weak on validity-degree to which a researcher is
measuring what he thinks he is measuring
If goal of research is to support a point of view (POV)
13. Experimental Methods
Sociologists have two goals when using experimental
methods:
Develop tools with which to observe, record & measure data
Control for all other variables
Experiments-formal tests of specific variables and
effects, performed in a controlled setting where all aspects
of situation can be controlled
Experimental group-the part of a test group that receives
the experimental treatment
Control group-part of a test group that is allowed to
continue without intervention
14. Experimental Methods
Experiments-(Does marriages counseling help couples
stay together?)
Experimental group-the part of a test group that
receives the experimental treatment
Control group-part of a test group that is allowed to
continue without intervention
Independent variable-factor that is predicted to cause
change
Dependent variable-factor that is changed by the
independent variable
15. What does it mean to
be a boy or girl?
People treated baby
differently depending on
what sex they thought it was.
When subjects thought the
baby was a boy, they handled
it less gently and talked in a
louder voice.
When subjects thought it was
a girl, they held the baby
closer to themselves and
spoke more softly.
16. Experiments
Advantages
Manipulate social world
Can be repeated (have replicability)
Isolate variables in a controlled setting away from “real
world” distractions
Disadvantages
Seek to eliminate elements that will have an unforeseen
effect
17. Existing Resources
Existing sources-any data that has already been
collected and is available for future research
Advantages
Able to work with info you couldn’t get yourself
Able to learn about many social worlds/time periods
Disadvantages
Can be misused if original questions answered in source
aren’t same
18. Issues in Sociological Research
Value-free sociology: ideal whereby researchers identify
facts without allowing their own beliefs to interfere
Comes from Max Weber’s “Science As a Vocation”
Separate facts from values
A debate continues between
Basic research-search for knowledge without agenda
and
Applied research-research designed to allow researcher to
use what is learned to create some sort of change
Bias can be shown in terms of choosing a project, sample,
wording, etc…
19. Objectivity and Reactivity
Objectivity-impartiality/facts speak for themselves
What is a fact?
Racist, sexist “facts” dominated
What presently passes for fact may someday be
challenged
Reactivity-ways people and events react to being
studied
Hawthorne effect-specific example of reactivity;
desired effect is result of research
Our presence as researchers sometimes has effect on
subjects
