1. Understanding the research process

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

3. 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

5. The Pygmalion effect
P.18
Answer questions

6. 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?

7. 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

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

9. Ethics John Watson - “Little Albert” and phobia of white rat
ZM&feature=related

10. 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)

11. 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?

12. 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