Psychology and Sociology - 1

Psychology and Sociology – Methods for Social Research

Definitions
 Quantitative methods infer evidence for a theory through the
measurement of variables that produce numeric outcomes.
 An Independent variable is thought to be the cause of some effect.
 A Dependent variable is thought to be affected by changes in the
independent variable.
 A Laboratory is a place in which data are collected, usually by
experimental methods.
 The Field Research are more naturalistic settings outside the laboratory.
 Validity means whether an instrument measures what it is designed to
measure.
 Reliability means whether an instrument can be interpreted consistently
across different situations.
 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.

Concepts
Quantitative Methodology
 Theory  Hypothesis  Data Collection
o You start with a hypothesis
 Associated with a positivist epistemology (single reality)
 Independent and dependent variable
 Statistical hypothesis formulation
o Alternative hypothesis H1: (effect is present)
o Null hypothesis H0: (effect is absent)
Advantages Disadvantages
Generalizable research findings Internal validity high, external validity
low in experimental conditions
Data collection can be quick and Researchers categories may not be
inexpensive reflected in local communities or
interpreted differently from
researcher
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May be able to eliminate Confirmation bias (hypothesis testing

confounding variables rather than generation)
Useful for studying behaviours of
large number of people
Analysis is relatively less time
consuming

Laboratory vs. Field Research

Qualitative Research
 Observer in the world; interpretive, material practices that make the
world visible, series of representations; naturalistic approach
 Associated with constructivist epistemology
 Question  Sample  Data collection  Analysis  Hypothesis
o Starts with a question
 Different methods
o Structured interviews: 1on1 ; closed questions
o Semi-structured interviews: 1on1: set questions to guide interview
o Unstructured interviews: 1on1; no questions, flow of conversation
o Focus groups: 4+ people, interviewer asks set of questions
o Ethnography
o : researchers will join group
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Advantages
Deals with how participants
understand and experience
phenomenon
Useful for studying a limited number
of cases in depth and providing
individual case information
Describes complex phenomena well
Offers robust contextual
understanding within which
phenomenon occur
Disadvantages
Non-generalizable findings (i.e.
unique to the people included in the
study)
Difficult to make quantitative
predictions
Usually a lot more time and labour
intensive
May be more open to researcher’s
personal biases (not necessarily)
Might have lower credibility due to
institutional perceptions
(unfortunately)

Physical/Ethical considerations
 Physical/psychological harm
 Abuse of power: respect participants
 Privacy, anonymity and confidentiality
 Deception: cannot lie to consumers
 Use and misuse of data