1. Experimental & Non-experimental Methods
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