research

1. Research Methods
Experimental & Non-experimental
Methods

2. Questionnaires Cont.
 Closed questions;
 Likert scales - numerical rating from 1-5
 Attitude Scales - statement is given, followed by
a number of responses (usually from strongly
agree to strongly disagree)
 Rank Orders - e.g. from 1-10 (1 being not at all,
10 being absolutely)
 Checklists - tick any items that apply to you!!
 Semantic Differential Scales - 2 extremes are
given, responses fall between these values

3. Advantages of Questionnaires
 Speed!! - Huge amounts of data can be
collected very quickly (though response rates
typically are low)
 Simplicity!!! - once designed they’re easy to
carry out, especially if posted or online.
 Data from closed questions is easy to
analyse, minimum risk of mis-interpretation

4. Disadvantages of
Questionnaires
 Question Wording!!! - if the wording of some
questions is ambiguous (unclear),
misinterpretation can occur.
 Leading questions can influence the response
e.g. Don’t you think..?
 Answers may not be valid (e.g. People lie) or
reliable (e.g. people forget)
 Social desirability effect- Answering in a way
that makes you look good

5. Interviews
 Three main types;
 Structured - usually produces quantitative
data, where questions are decided in advance
- researcher determines the focus
 Unstructured - questions not decided in
advance - allows the focus to be decided
during the session
 Semi-structured - Most successful, with only
some questions decided in advance
(interviewee can elaborate on their answers)

6. Advantages of Interviews
 Sensitive Topics - certain aspects of
behaviour may be personal (or
sensitive), therefore best ‘tackled’ by
this approach
 Flexibility - The interviewer can
investigate complex issues, which may
be difficult to study via experiments

7. Disadvantages of Interviews
 Responses - depending on the type of
interview, the responses of the interviewee
may be restricted
 Mis-interpretation & Bias - to be completely
objective, the interviewer needs to be
detached from the interviewee - difficult to
achieve. Data collected can be difficult to
analyse (unstructured)

8. The Experimental Method
 Key features of this method;
 Cause & Effect is sought
 IV, DV & EV’s
 Control
 Predictability
 Replicability
 Objectivity
 Three key types of experiment (lab, field &
natural)

9. Advantages of Experimental
Methods
 Control over variables
 Replicability of procedures
 Predictability of findings
 Objectivity

10. Disadvantages of this method
 Loss of Validity (ecological)
 Researcher Bias
 Demand Characteristics
 Ethical Considerations
 Generalisation of findings (often involve
white, middle class males)

11. Observational Methods
 Key features of this method;
 No direct manipulation of variables
 Can be used when such manipulation would
be inappropriate
 May also be controlled (e.g. the strange
situation)
 May also be participant based, where the
researcher joins the group (covertly)

12. Advantages of Observational
Methods
 Can be used as a preliminary
research tool (I.e can be useful in
generating hypotheses)
 Validity - Ecological & realistic, since the
‘subjects’ are in their natural
environments

13. Disadvantages!!!
 Control - Very little (if any) over variables
 Cause & Effect impossible
 Observer Effects - presence of an observer
can change behaviour
 Reliability - observers may mis-interpret what
they observe
 Replicability - No control, no replication of
procedures