Discussion #2 and Note Assignment #1.

Chapter 2 Outline - Highlight the following while reading this Chapter:

Distinguish between Quantitative/Qualitative Research.
So what is the difference between Qualitative Research and Quantitative Research?
Qualitative Research is primarily exploratory research. It is used to gain an
understanding of underlying reasons, opinions, and motivations. It provides insights into
the problem or helps to develop ideas or hypotheses for potential quantitative research.
Qualitative Research is also used to uncover trends in thought and opinions, and dive
deeper into the problem. Qualitative data collection methods vary using unstructured or
semi-structured techniques. Some common methods include focus groups (group
discussions), individual interviews, and participation/observations. The sample size is
typically small, and respondents are selected to fulfill a given quota.
Quantitative Research is used to quantify the problem by way of generating numerical
data or data that can be transformed into useable statistics. It is used to quantify attitudes,
opinions, behaviors, and other defined variables and generalize results from a larger
sample population. Quantitative Research uses measurable data to formulate facts and
uncover patterns in research. Quantitative data collection methods are much more
structured than Qualitative data collection methods. Quantitative data collection methods
include various forms of surveys online surveys, paper surveys, mobile surveys and
kiosk surveys, face-to-face interviews, telephone interviews, longitudinal studies, website
interceptors, online polls, and systematic observations.

Describe the steps involved in the scientific method.

The scientific method is a systematic way of learning about the world around us and answering
questions. The number of steps varies from one description to another, mainly when data and
analysis are separated into separate step, but this is a fairly standard list of 6 scientific method
steps, which you are expected to know for any science class:
1. Purpose/Question
Ask a question.
2. Research
Conduct background research. Write down your sources so you can cite your references.

3. Hypothesis
Propose a hypothesis. This is a sort of educated guess about what you expect. (see
examples)
4. Experiment
Design and perform an experiment to test your hypothesis. An experiment has an
independent and dependent variable. You change or control the independent variable and
record the effect it has on the dependent variable.
5. Data/Analysis
Record observations and analyze what the data means. Often, you'll prepare a table or
graph of the data.
6. Conclusion
Conclude whether to accept or reject your hypothesis. Communicate your results.

Define literature review, hypothesis, variable, and correlation.

A literature review is an evaluative report of information found in the literature related
to your selected area of study. The review should describe, summarise, evaluate and
clarify this literature. It should give a theoretical base for the research and help you (the
author) determine the nature of your research.
a supposition or proposed explanation made on the basis of limited evidence as a starting
point for further investigation.
A variable is any entity that can take on different values. OK, so what does that mean?
Anything that can vary can be considered a variable.
Correlation is a term that refers to the strength of a relationship between two variables. A
strong, or high, correlation means that two or more variables have a strong relationship
with each other while a weak, or low, correlation means that the variables are hardly
related.
What is Ethnography and describe Participant Observation?
the scientific description of the customs of individual peoples and cultures.
Participant observation is one type of data collection method typically used in
qualitative research. It is a widely used methodology in many disciplines, particularly

cultural anthropology and (European) ethnology, less so in sociology, communication

studies, human geography and social psychology.
Define rapport, access, fieldnotes, thick description, and reflexivity.
a close and harmonious relationship in which the people or groups concerned understand
each other's feelings or ideas and communicate well.
A means of approaching, entering, exiting, communicating with, or making use of: a store
with easy access. 2. The ability or right to approach, enter, exit, communicate with, or
make use of: has access to the restricted area; has access to classified material.
Fieldnotes refer to qualitative notes recorded by scientists or researchers in the course of
field research, during or after their observation of a specific phenomenon they are
studying. The notes are intended to be read as evidence that gives meaning and aids in
the understanding of the phenomenon.
a thick description of a human behavior is one that explains not just the behavior, but its
context as well, such that the behavior becomes meaningful to an outsider.
Reflexivity refers to circular relationships between cause and effect. A reflexive
relationship is bidirectional with both the cause and the effect affecting one another in a
relationship in which neither can be assigned as causes or effects. In sociology, reflexivity
therefore comes to mean an act of self-reference
Describe the following methods: Interviews, Surveys, Existing Sources, and
Experimental.
The structured or formal interview involves the researcher working through a
questionnaire or interview schedule as part of a social survey. Like the postal
questionnaire, all respondents are exposed to the same set of questions.
A method of sociological investigation that uses question based or statistical surveys to
collect information about how people think and act. For example, a possible application
of survey research to a business context might involve looking at how effective mass
media is in helping form and shift public opinion.
Archival research is the study of existing sources. Without archival research, any
research project is necessarily incomplete. The study of sources collected by someone
other than the researcher is known as archival research or secondary data research.
A test under controlled conditions that is made to demonstrate a known truth, examine the
validity of a hypothesis, or determine the efficacy of something previously untried. b. The
process of conducting such a test; experimentation.

What is Value-free sociology?

Because sociology is the study of human behavior in society, which is governed by
values, in one sense sociology cannot be value-free. The goal of sociologists is to be
value-neutral, meaning they do not bring their own prejudices to research.
Distinguish between basic and applied research.
Applied research is research that seeks to answer a question in the real world and to
solve a problem. Basic research is research that fills in the knowledge we don't have; it
tries to learn things that aren't always directly applicable or useful immediately.
What is reactivity?
Reactivity is a phenomenon that occurs when individuals alter their performance or
behavior due to the awareness that they are being observed. The change may be positive
or negative, and depends on the situation.
Discussion #2 is based on the social institutions, Research Ethics, informed consent,
deception, and Institutional Review boards.
Social institutions are established or standardized patterns of rule-governed behavior.
They include the family, education, religion, and economic and political institutions.
Research ethics is specifically interested in the analysis of ethical issues that are raised
when people are involved as participants in research.
permission granted in the knowledge of the possible consequences, typically that which is
given by a patient to a doctor for treatment with full knowledge of the possible risks and
benefits.
Deception is defined as an untrue falsehood, or is the act of lying to or tricking someone.
An example of deception is when you tell someone you are 30 when really you are 40.
An institutional review board (IRB) is a type of committee used in research in the
United States that has been formally designated to approve, monitor, and review
biomedical and behavioral research involving humans.

A chart I in the chapter outlines the disadvantages/advantages of the various research

methods - use it!

Linguistic Research
Advantages

It can allow you to study a phenomenon you Disadvantages

learned about in a linguistics content module
in the field.
Because it is often based on a hypothesis, the
research can be quite dependent on the results
Linguistic research lends itself to quantitative you get, and it can be disappointing when you
look for a phenomenon that is just not there.
research, which helps you to develop skills
such as excel and data analysis which are very
transferrable to the world of work.
Because you are using human participants, the
ethics procedure can be longer and more
complicated.
It is a fairly scientific way of conducting
research and suits students who prefer
concrete findings and clear processes.

Text-Based Research
Disadvantages
Advantages

Because a text can encompass just about

anything, you have a lot of freedom.

The distinction needs to be made between text

based research and an extended essay.

Due to nature of text based research, you may

It is not dependent on finding participants, so end up not connecting with your local community
you have slightly more control over when the as much as in other projects. This is why is
research can happen.
crucial to pick topics which are linked to the
place you are staying.

Ethnographic Research
Advantages

Disadvantages

It really forces you to get out there and get Factors such as lack of participant interest
immersed in your local culture, developing
mean that you might not collect as much data as
language skills and confidence.
you had hoped
You learn how to apply qualitative research
methods, which develop transferrable
interpersonal skills for the world of work.

The research process itself is more complicated

in terms of confidentiality and ethical issues to
consider.

 It means you can study more unconventional

topics such as food, dance and music, or study
an underrepresented group whose members
The distinction between fun and academic
appreciate being able to have their voices
research needs to be made clear. Why exactly do
heard
you want to study beer drinking in Hamburgs
Red Light District, for example?
It allows you to reflect on your own
experience as a researcher during the process,
as a part of the process.