2. • Multicultural factors
• A focus on understanding the cultural and ethnic factors that
influence social behaviour
• First: methods of research in SP
• Second: role of the theory
• : Ethical issues
3. Understanding research methods:
• Systametic observation: A method of research in which behaviour is
systematically observed and recorded.
• How frequently people touch each other (Observation can be made
through by attending shopping malls, colleges, market, airports, such
locations, where people do so..
• Naturalistic observation: behavioural observation in natural setting
• Survey method: meeting large number of
population/person/individual
• Measuring specific attitude towards issues
4. • Correlation: the search for relationships
• The term correlation refers to a tendency for one event to change as
theother changes.
• The correlation can range from Zero to -1.00 or +1.00
5. • Experimentation
• A method of research in which one or more factors are systemaically
changed to determine whether such variations affect one or more
other factors.
• Variables
• IV
• DV
6. • The role of theory in social psychology
• On the basis of existing evidence
• Basic concepts: predictions/observations
• Hypothesis
• Accuracy
• Theories: efforts by scientists in any field to answer the question
‘Why’ theories involve attempts to understand why certain evets or
processes occurs as they do.
