1. Research Methods
Terminology exercise
You must know what several terms specific to this unit mean. Try matching up the definition with
the correct term.
Representative A technique which involves an in-depth study of a single eg
of whatever the sociologist is interested in e.g. a person,
group.
Reliability Usually collected by government agencies, collected in a
reliable, objective & scientific way e.g. registration data –
births, deaths.
Case study A research method that involves the researcher identifying
a set of categories & systematically counting how many
times each category occurs within a given area of the
media.
Content analysis The use by researchers of more than one method of
research in order to build up a fuller & more comprehensive
picture of social life.
Ethical constraints If the research can be repeated exactly by another
researcher & provide the same results.
Hard statistics Statistical data derived from methods such as
questionnaires & structured interviews that can be
presented in the form of tables, charts, graphs etc.
Snowball sampling Data collected from unstructured interviews, letters, diaries
& observation that are usually presented textually in the
form of extracts from conversations.
Triangulation A method of compiling a sample by contacting one member
of a group who may introduce the researcher to other
members.
Hawthorne effect An unobtrusive method that involves researchers
immersing themselves totally in the culture & lifestyle of
the group being studied without declaring their identity.
Qualitative data An experimental/observational effect in which the presence
of the researcher is found to be the major cause of the
behaviour of the research subject.
Covert participant Observation Where the people making up the sample are typical of the
wider social group.
Quantitative data Guidelines in research that agree that people should not be
physically, socially or psychologically harmed by research

2. Quota sampling
Sampling frame The analysis of small-scale interaction between social groups or
face-to-face encounters within social groups.
Interview schedule
A method of sampling usually used by market researchs who are
interested in stopping & interviewing specific types of people.
Covert participant The study of social systems and how they are organised in terms of
Observation social structure & institutions e.g. Marxism.
Micro Sociology A series of standardised questions which operationalise a particular
hypothesis or research proposal & which are conveyed to a
respondent during a structured interview.
Macro Sociology A list of names, such as those in a school roll or electoral register
from which a sample is selected.