1. Conducting Research in the Social Sciences
How to Determine Your Methodology

2. The Importance of Research
In order to defend your hypothesis, consideration must be given to both previous studies (ie., your Review of Literature), as well as your own current research.
Research requires the social scientist to interact with subjects in order to gather data to support his or her theory.
Before beginning any data collection, a sample group must be established: a representative group that targets specific individuals based on what information is required to conduct the study.
In some cases, more than one sample group must be established in order to compare and contrast the data collected, and to more effectively support and explain your hypothesis.
Quantitative Research emphasizes objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.
Quantitative Research is accompanied by graphs, tables, etc. to display and analyze the data collected.
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations, and provides insights into the hypothesis being examined.
Qualitative Research is accompanied by summaries of observations or interviews conducted.

3. Quantitative Research Methods
Experiments
the researcher manipulates an independent variable to observe the effects
subjects in the sample group are randomly assigned to one of two groups:
Experimental Group: independent variable applied
Control Group: independent variable NOT applied
Example: What is the effect of loud music on the ability to answer puzzles?
Experimental Group: answers puzzles with loud music playing
Control Group: answers puzzles without loud music playing
To be valid, the behaviour of both groups must be observed to compare the effects, and the independent variable must not be introduced to the Control Group.

4. Quantitative Research Methods
Surveys
the researcher asks a sample group questions and records their answers
in questionnaires, the questions are written and given to the subject to answer in written form
questions are usually closed questions/require participants to select from a list of answers provided
keep language simple and direct
ask about one idea at a time
To be valid, survey questions should not be biased, or suggest that one answer is more acceptable than another.
Suggested Sites for Online Surveys (there are many more):

5. Quantitative Research Methods
Content Analysis
the researcher examines and classifies ideas presented in a sample group of communication (eg., books, letters, movies, television commercials, etc.)
the researcher defines variables before conducting research
Although it can be difficult to obtain a reliable sample, content analysis is useful for anthropological and historical research.
To be valid, thorough comparisons of ample content must be made.

6. Quantitative Research Methods
Secondary Analysis
the researcher analyzes data that has been gathered for another purpose in order to gather evidence for his or her own investigation
most commonly used for analysis of population data
Example: a researcher examines school attendance records to investigate the hypothesis, “Girls are more likely to miss school than boys on rainy days.”
To be valid, thorough analysis of secondary sources must be conducted.

7. Qualitative Research Methods
Observations
the researcher watches and records subjects’ behaviour
observations can be conducted in a laboratory setting, but a more natural setting is preferred so as to gain more authentic observations
Example: a child psychologist might observe the interaction between a mother and her child from behind a two-way mirror, or through the use of hidden cameras on a playground.
To be valid, observations of multiple subjects must be conducted.

8. Qualitative Research Methods
Interviews
the researcher asks the subject to describe and explain his or her behaviour
useful for determining the motivation behind a subject’s behaviour, which is not always readily observed by the researcher
often combined with Participant Observation
the researcher is a participant in the group, and the subjects are unaware that they are being observed
Example: a researcher could make observations about mens’ attitudes towards women by participating in a conversation with men, and making comments to steer the conversation towards the topic.
To be valid, the interview questions should ask subjects to discuss actions after they occur rather than speculate about what they might do.

9. Conducting Ethical Research
There are three primary objectives of conducting ethical research:
To protect human participants.
To conduct research in a manner that serves the interests of individuals, groups, and/or society as a whole.
To examine specific research activities and projects for their ethical soundness, looking at issues such as the management of risk, protection of confidentiality, and the process of informed consent.
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