Observational Research Chapter 12: Observational Research

Observational Research Naturalistic observation Describing behaviors in natural settings Observer is unobtrusive, or Habituation assumed e.g., with animal observations (Goodall example) Examples: Snack selection at movie theaters Gender differences in fighting behaviors at a bar Helping behaviors in a preschool setting

Observational Research Naturalistic observation Participant observation Experimenter joins group being observed e.g., Festinger’s study of a cult Data recording problems Ethical issues Experimenters changing the group

Observational Research Challenges facing observational methods Absence of control But falsification of strong claims possible Observer bias Use of behavior checklists Interobserver reliability Participant reactivity Use of unobtrusive measures helps Ethics Consent and privacy issues

Observational Research Research example Naturalistic observation in a science museum Consent obtained (unusual in observational research) Event sampling used Results  parents (Dads and Moms) explain science concepts more to their sons than to their daughters

Survey Research Samples vs. populations Biased vs. representative samples Self selection bias Probability sampling Random sampling Each member of pop. has equal chance of being selected as member of sample

Survey Research Probability sampling Stratified sampling Separate individuals according to some important variable (strata), then randomly sample some individuals from each stratum Cluster sampling Identify natural/convenient clusters randomly select a cluster of individuals all having some feature in common Example: Wages in Brooklyn Stratified Cluster

Survey Research Nonprobability sampling Does NOT provide representative samples, but are easier to do Convenience sampling Select subjects who are available and convenient (e.g., Introductory Psychology “subject pool”) Quota sampling Snowball sampling Ask subjects to get their acquaintances to participate Often done with online surveys

Survey Research Varieties of survey methods Interview surveys Plus  in-person, comprehensive, follow-ups possible Minus  representative samples, cost, logistics, interviewer bias Phone surveys Plus  cost, efficiency Minus  must be brief, response rate, sugging Electronic surveys Minus  sampling issues, ethics

Survey Research Creating an effective survey Types of survey questions or statement Open-ended vs. closed questions Use of Likert scales Avoid response bias Be sure to give an appropriate # of units Reverse coding Assessing memory and knowledge Moderate use of DK alternative Adding demographic information Basic identifying data (e.g., age, income) Place at end of survey I am generally a happy person. I am content with my life. I try to look at the bright side. Most often I feel miserable.

Survey Research Creating an effective survey A key problem: survey wording Avoid ambiguity (pilot study helps) Don’t ask for two things in one question Double-barreled questions Please agree or disagree with the following statement: Cars should be faster and safer. How satisfied are you with your pay and job conditions? Should the government spend less money on the military and more on education? Avoid biased and leading questions College is a stressful place. How would you rate your level of stress? Do you think it’s awful that Congress spends so much money on foreign affairs?