Research Methods The goals of research are to describe behavior, to explain its causes, to predict the circumstances under which certain behaviors may occur again, and to control certain behaviors. Psychologists use various methods of research to accomplish each of these goals.

Observing and recording behavior in naturally occurring situations without trying to manipulate and control the situation Jane Goodall was famous for her naturalistic observation of chimpanzees in the wild • WE HUMANS LAUGH 30 TIMES MORE OFTEN IN SOCIAL SITUATIONS THAN IN SOLITARY SITUATIONS. • WHEN WE DO LAUGH, 17 MUSCLES CONTORT OUR MOUTH AND SQUEEZE OUR EYES. • WE EMIT A SERIES OF 750 MILLISECOND VOWEL-LIKE SOUNDS THAT ARE SPACED ABOUT ONE-FITH OF A SECOND APART PROS: Provides descriptive data CONS: Observer bias and subject self-consciousness can distort results Watch subjects in their natural environment. Do not manipulate the environment. Downfalls: Hawthorne effect, can never really show cause and effect.

Naturalistic Observation DRAWBACKS: if people know they are being observed, they tend to act differently than they normally would. Also, observations can be distorted if observers expect to see certain types of behaviors. Can be fixed by having a group of observers. Hawthorne Effect = Merely selecting individuals to participate can impact their behavior and performance alone. Hawthorne Works had commissioned a study to see if its workers would become more productive in higher or lower levels of light. The workers' productivity seemed to improve when changes were made and slumped when the study was concluded. It was suggested that the productivity gain occurred due to the impact of the motivational effect on the workers as a result of the interest being shown in them.

An intensive study on a person or a group. Weaknesses not necessarily representative of the general population can’t replicate study Time consuming STRENGTHS Provides background information that may shed light on present behavior Takes advantage of nonreplicable situations An intensive study on a person or a group. Combine long-term observations with diaries, tests and interviews.

A technique for determining the self-reported attitudes, opinions or behaviors of people usually by questioning a representative, random sample of people. Use Interview, mail, phone, Internet etc…

Survey How accurate would a survey be about the frequency of diarrhea? Pros: Cheap, anonymous, diverse population, & easy to get random sampling (a sampling that represents your population you want to study). BAD People may say what they ‘think’ others want them to say. Low Response Rate People Lie or just misinterpret themselves. Wording Effects Wording Effects: “aid the needy” vs “welfare”

A sample that fairly represents a population because each member has an equal chance of inclusion Random Sampling Population = anyone or anything that could possibly be selected to be the sample The fastest way to know about the marble color ratio is to blindly transfer a few into a smaller jar and count them. Sampling Bias – a flawed sampling process that produces an unrepresentative sample

Beware of Confounding Variables!!! The object of an experiment is to prove that A causes B. A confounding variable is anything that could cause change in B, that is not A. If I wanted to prove that smoking causes heart issues, what are some confounding variables? Lifestyle and family history may also effect the heart.

Placebo: inert substance that is in place of independent variable in Control Group Placebo Effect: A change in a participant as a result of thinking the treatment will have an effect versus the actual treatment causing any change. http://www.youtube.com/watch?v=kbaKze622Kg Randomly assigned - Using chance alone to determine which group the subjects are placed in.

Double Blind vs. Single Blind Studies The subjects do not know which group they belong to (either experimental or control group). The researchers know who is in which group. Can lead to experimenter bias. The subjects do not know which group they belong to (either experimental or control group). The researchers also do not know who is in which group. Very beneficial in studies where new drugs are being tested. Copyright © Allyn & Bacon 2007

Validity & Reliability: Terminology… Validity & Reliability: Good research is valid & reliable! Reliability: Research is reliable when it can be replicated It is consistent If the researcher conducted the same research in the same way, the researcher would get similar results Validity: Research is valid when it measures what it is supposed to measure It is accurate

Double Blind vs. Single Blind Studies The subjects do not know which group they belong to (either experimental or control group). The researchers know who is in which group. Can lead to experimenter bias. The subjects do not know which group they belong to (either experimental or control group). The researchers also do not know who is in which group. Very beneficial in studies where new drugs are being tested. Copyright © Allyn & Bacon 2007

Experimental Design…Key Ideas What is the goal of experimental research? How does it differ from descriptive & correlational research? Hypothesis Operational Definitions (a statement of the procedures (operations) used to define research variables. For example, human intelligence may be operationally defined as what an intelligence test measures).…you bet they’re important Population & Sample Random Assignment – why is this important? Blind and Double-blind Independent (manipulated) & Dependent Variables (measured) Control Group (no change…baseline measure (not messed with)) & Experimental Group (change IV (messed with)) Confounding variable a factor other than the independent variable that might produce an effect in an experiment.

Experiment: POPULATION: Teachers Hypothesis - Caffeine helps keep high school teachers alert & happy. Experiment: POPULATION: Teachers Random Sample: All teacher names are put into a hat and pulled 60 names. What is the IV, DV, CONTROLED and EXPERIMENTAL GROUPS, what could be a CONFUNDING VARIABLE…

Experiment: Hypothesis - Caffeine helps keep high school teachers alert & happy.

Behavior: Alertness/Crankiness, etc. Experiment: Hypothesis - Caffeine helps keep high school teachers alert & happy. What is measured? Behavior: Alertness/Crankiness, etc. How is it measured? Questionnaire at beginning to establish a baseline & then at the end of each day for the month.