Understanding the research process

The research process Why conduct research? Discovery Answering questions about the universe around us

Aim, procedure and findings The aim of a study - What do we want to know? Form hypothesis - explanation or prediction of a phenomena Plan procedure Test hypothesis Analyze data Draw conclusions Present findings

The Pygmalion effect P.18 Answer questions

Participants Target population - Large group: American adults Group of participants from target population: sample Representative sample - Group which reflects the characteristics of the sample What is a non-representative sample?

How to sample Opportunity sampling (convenience sampling) - quick survey in a public place Self elected sampling - Volunteer Snowball sampling - Bring your friends Any sampling bias for above methods? Random sampling - All members of the population has equal probability of participation

Generalising findings Small but representative sample Large but unrepresentative sample Stratified sampling - Random sampling with subgroups 60 % Caucasian 20 % Asian 20 % African

Ethics John Watson - “Little Albert” and phobia of white rat http://www.youtube.com/watch?v=0FKZAYt77 ZM&feature=related

Ethics Informed consent - “given a full description of the procedures to be followed,” - “informed about any risks that might be involved and” - “told that they are free to withdraw from a study at any time without penalty.” Parents & guardians American Psychological Association (APA) Committee on Animal Research and Ethics (CARE)

Ethics Deception - Should be avoided but feasible no alternative exists if the study has major educational or scientific benefits. Debriefing - The purpose of the study must be explained afterwards to all participants. Withdrawal from a study - Have the right to leave at any time Confidential - All sensitive information obtained in a study is confidential. Protection from physical or mental harm What about Little Albert?

Validity and reliability Validity - Does the research do what it is supposed to do? Ecological validity - Can the findings be generalised in the real world? Cross-cultural validity - Can the findings be generalised in all cultures? Reliability - A study which is reliable can be replicated with the same results