Outline the strengths and weaknesses of both quantitative and qualitative data in Psychological

research.
Quantitative data collects information in the form of measurable, often numerical data. This is often
done through the use of questionnaires and closed interviews, as well as test scores. In contrast,
qualitative data includes information that cannot be collected in numerical form. This can be gathered
through both structured and unstructured interviews, diary notes, and observation, most often in a
naturalistic setting.
The benefits of using quantitative data include the ease with which research can be conducted, and
results analysed. Because of this, it becomes much easier to scale up a study to be used with a larger
sample of people. Qualitative data is much more difficult to gather from a large sample of people, due
to the more time consuming nature that this type of research entails.
Whilst gathering qualitative data in psychological research is generally regarded as time consuming and
difficult to implement, the quality of the data that results from such research can produce a richer, more
detailed picture of a research subject, as it can record attitudes, feelings and behaviours that a purely
quantitative approach cannot do. It helps researchers to attempt to understand the issues underpinning
why certain behaviour occurs, rather than focussing on the results alone.
However, the richer level of data collected through qualitative research comes at the expense of a lack
of focus. By using research techniques such as semi or unstructured interviews, the risk occurs that
much of the information gathered may be irrelevant to the area being studied. Quantitative data is
generally more focussed on the aims of the research study, either proving or disproving the initial
hypothesis.
Whilst examining the results of studies that produce a strong data set, quantitative data produces
results that are easier to generalise, and because of this, trends become much easier to spot. By using a
quantitative method, other researchers in the future can duplicate the same research under the same
conditions in order to prove or disprove these original results, or to monitor for changes as culture and
perceptions change over time. However, the use of quantitative data in research does not view each
person as an individual, rather as a number, and whilst anonymity is the corner stone of all modern
psychological research, the use of qualitative data recognises that people are individuals, and that to
generalise too much can lead to an oversimplification of the results gathered.

Should non-human animals be used in psychological research?

The subject of animal experimentation is a very emotive one, with strong opinions found across all
sections of society. There are many arguments put forward by both sides of the debate.
On the pro animal research side, previous medical breakthroughs in the past have been cited as being
necessary for the use of medication today which would never have been discovered otherwise. As well
as purely biological conditions such as diabetes, animal research has also been key in research into the
effects of antidepressant medication, the result of which has provided help for millions of people.
(Chenu et al., 2003)
In addition, behavioural studies have been conducted to create new theories, as well as to prove or
disprove existing theories. Milgram used his experiments with monkeys to challenge the cultural view of
the time with regards to child rearing, stating that that infants need contact comfort even more than
they need food if they are to flourish. B.F. Skinner also developed a new psychological approach based
almost entirely on his work with animals. In both cases, it would have been difficult to find an
alternative way of conducting their work without the use of animal study.
However, the argument has also been made that non-human experimentation often causes both
physical and psychological damage to test subjects, and as other non human animals cannot express
their suffering through understandable verbal language. The morality of experimenting on animals that
cannot give consent comes down to the perspective of each individual researcher.
The real question is one of deciding whether the ends justify the means. The history of discovery and
advances in psychological progress has proved that animal research can be effective in understanding
human behaviour, when conducted appropriately. However, times have changed. What was considered
culturally acceptable in decades past is not necessarily seen as acceptable now. Because of this, animal
experimentation is now seen as a smaller part of psychological research. Alternatives to animal research
can be used in many cases, such as human experimentation or the use of plants or other organic
material. There is also the option of being able to stand on the shoulders of giants, using and building on
past research without the need to repeat it.
There will always be times where alternatives to animal research will not be found. Plants or tissue
cannot develop depression, aggressive behaviour, or other psychological problems. Even computer
simulations of predicted behaviour have to be based on the study of living creatures, in order to make a
reasonably accurate estimation.
According to the American Psychological Association (2014) It has been stated that only 8% of
psychological research uses animal studies, and ethical laws and guidelines are put in place to ensure
that discomfort or pain and distressed is managed. Whether this goes far enough comes down to the
individual researcher.

In addition, public perception in the UK reflects a similar opinion, with a Gov.uk (2014) survey stating
that the majority of those surveyed agreeing with the principle of animal testing where no other
alternative could be found.

References
American Psychological Association.(2014). Research with Animals in Psychology. Washington DC:APA
Chenu, F., Nic Dhonnchadha, B., Ripoll, N., David, D., Hascot, M. and Bourin, M. (2003). An appropriate
strategy for screening antidepressant drugs using the mouse forced swimming test and the tail
suspension test. European Neuropsychopharmacology, 13, p.S239.
Gov.uk, (2014).Public attitudes to animal testing - Press releases - GOV.UK. [online] Available at:
https://www.gov.uk/government/news/public-attitudes-to-animal-testing [Accessed 3 Dec. 2014].

Task Three Methods of Research

Part A
1. Why do people start smoking?
A semi structured interview producing qualitative data would be an appropriate method
of research to investigate this question. Closed questioning could be used to produce
some quantitative data that, whilst general in nature, would help to generalize results,
whilst the more open ended questions would be able to provide a deeper insight into the
thoughts, feelings and internal conflicts in such a complex question.
2. Do leading questions affect what eye witnesses recall about an incident?
One method of investigation for his question would be a lab experiment, involving a
memory test, followed by an interview. Observational experiments would be much
harder to control the extraneous variables present in a more naturalistic setting. By
displaying an incident on a television screen rather than face to face, it would enable
each person involved in the experiment to have exactly the same experience.
The sample group would be divided into two, with one group being given neutrally
phrased questions, whilst the other would be given leading questions.
For example, if the incident was footage of a car crash, a leading question could be:
When the car was speeding down the road, how fast was it going?
whereas a neutral question could be:
In your opinion, what speed was the car travelling at?
3. Do seven year old girls play differently in the playground compared to seven year
old boys?
This question lends itself to an observational approach. Provided consent can be
acquired, a naturalistic observation would be ideal. In a school day, there are fixed times
for play, for a fixed period, in a relatively confined space (the school grounds). Because
of these fixed variables already put in place by the school, the researcher would not
need to manipulate any other variables to gain good quality data. Play in a less natural
environment, such as that in the Bobo doll experiment may not produce results that are
relevant in the real world.
PART B
Why do people start smoking?
The decision to hold semi-structured interviews with current smokers in order to be able to
gather a mixture of data appears to hold the most promise with finding the most relevant
information. Whilst this method is more time consuming, making the prospective sample smaller
to use, such an interview would enable the researcher to spend time to discover the nuances
found in what appears on the surface to be a simple question. The use of closed questions
would enable broad generalizations to be made about the causes of smoking, whilst the more
open questions would possibly bring out new variables that may not have been considered in
the first instance, before the research began.

Before any work can begin, an aim would need to be written, to provide focus when planning,
conducting, and analysing the study. For example:
AIM: to better understand the links between starting smoking and social environment.
A research and null hypothesis would be then created, based on the aim. Such as:
HYPOTHESIS: Peer group pressure will have an effect on whether a person will begin to smoke
cigarettes regularly.
This is an example of a non-directional, or two tailed, hypothesis.
NULL HYPOTHESIS: Peer group pressure will have no effect on whether a person will begin to
smoke cigarettes regularly.
A sampling method would need to be chosen, to identify the target population to be studied. It
could be hypothesised that those from a working class background may have different reasons
for starting smoking than those who come from a more middle class, or wealthy background. As
the aim and the hypothesis do not take this into account, a random sampling method can be
used.
Pre-screening would need to take place before interviews begin, in order to filter out those that
do not smoke, or those that may become distressed or uncomfortable in such an environment.
Alternatively, by interviewing two groups of people, one that are considered smokers and one
considered non-smokers, this may provide a broader range of data to draw from. A matched
participant design could be implemented to match variables such as age and social background
between these two groups, in order to reduce bias.
Time must be taken to work out how results will be measured. This would include deciding how
to operationalise results that may not be inherently measurable. With regards to thought and
feelings, this is an important step.

Task Four Scientific Methods

1.
2.
3.
4.
5.

The independent variable is the type of toy played with.

The dependent variable is the level of aggression recorded.
The type of toy used by children will have no effect on the level of aggression shown.
The type of experimental design used in his experiment is a controlled experiment.
Counterbalancing is the method in experimental design in which the effects of an
extraneous variable can be balanced out in order to cancel out any effect it may have on
the results of the study. In the case of this study, the extraneous variable is the order in
which each toy is played with. As either playing with the toy weapon or the soft toy first
may influence the behaviour displayed later, and is a variable that is being disregarded
in this case, half the children played with the soft toys first, and half the toy weapons
first. By doing this, it is hoped that this will balance out any effect it may have on the final
results.
6. Advantages of using a controlled observation for this study:
a)
By observing children in a controlled environment, where the choice of toy is
limited, and time spent playing with each toy strictly controlled, this aims to remove as
many extraneous variables that may influence the results in a negative manner. This
enables the researcher to consistently administer the experiment, over an extended
period of time if required. It would also enable other researchers to repeat this
experiment whilst keeping the same test conditions intact.
b)
It becomes much easier to acquire consent from those taking part. In a more
naturalistic environment, there may be many other children taking part that are either
unaware of the experiment taking place, or have parents that would not give consent. In
a lab setting, where volunteers are specifically sought out, the researcher can ensure
beyond a doubt that each person taking part has given full consent.
7. Volunteer sampling would be an appropriate sampling method for this study. It is easy to
implement, whilst being able to specify age range and other variables. If advertised in
places appropriate to the area of study.
8. A) One extraneous variable would be the age of the child. It is not mentioned in the case
study whether all ten children were of the same age, or of different ages.
b) This could impact the results negatively, as it could be argued that age and growth
may play a larger part in showing aggressive behavior than the types of toy played with.
c) This could be controlled by using a sample of children from a very narrow age range.
9.

Ordinal, quantitative data has been collected in this study.