1. Conducting Sociological Research
1.4

2. How do sociologists conduct research?
Sociologists use the scientific method to conduct their research.
The scientific method is an objective, logical, and systematic way of collecting and analyzing data.
A hypothesis is a statement that predicts what the outcome of an experiment will be.

3. Seven Steps of the Research Process (p.21)
Durkheim needed to first define suicide and social integration before he could measure both concepts.
Durkheim examined the existing literature and reviewed available statistics on suicide.
Durkheim hypothesized that suicide rates within groups varied, based on how isolated a person was in his society (churches, family, etc.)
Durkheim’s research method was statistical analysis.
Most data collection methods are broken down into 4 categories: surveys, experiments, observational studies, and analysis of existing sources. *Careless data collection can affect the accuracy of research findings!
Durkheim found that people who were active members of their church had someone upon whom to rely during times of crisis; he also found that unmarried people had fewer people on whom to rely.
Durkheim published his findings in a book which is still used today in sociological research of suicide.

4. Causation Causation Every event has at least one cause.
Variables, or traits, of a social group help determine why an event occurs the way it does.
Causal relationships exist when a change in one variable causes change in another variable.
Independent variables cause changes in dependent variables. EX. Level of drug use (DV) and school grades or attitudes toward drug use (IV)

5. *EVIDENCE OF A CORRELATION IS NOT EVIDENCE OF A CAUSATION!
Correlation is the first step in proving causation.
A correlation exists when a change in one variable is regularly associated with a change in another variable.
Correlations can have a causal relationship or not.
Positive correlation—both variables change at the same time
Negative correlation—variables change in opposite directions
*EVIDENCE OF A CORRELATION IS NOT EVIDENCE OF A CAUSATION!

6. What is a Spurious Correlation? (p. 23)
Another Example
Spurious Correlation: hospitals and death
Third variable: serious illness

7. Basic Research Methods
Survey
Survey method is used for large numbers of people
Researchers use questionnaires and interviews
The data available in a short amount of time
The answers may not be accurate
Researchers use samples, or small groups
Analysis of Existing Sources
Historical method uses information from the past
Content analysis counts uses of words or symbols

8. Basic Research Methods, cont’d
Observational Studies
Researchers watch people in detached observation.
Researchers become part of the group being studied in participant observation.
A case study uses information gathered during observation.
Experiments
In an experiment, the data is gathered under controlled conditions.
Researchers use a control group and an experimental group.
Information gathered is somewhat limited because of the controlled conditions.

9. Basic Research Methods, cont’d
Statistical Analysis
Researchers use mathematical data.
Statistical analysis is the analyzing of collected data to determine the kind of relationship between two or more variables.
The mode is the most common number in the data.
The mean is the average of the numbers in the data.
The median is the number that divides the data into two equal parts.

10. Ethical Issues in Research
Ethics: rules and standards of behavior governing the conduct of a person or group
Confidentiality ensures value and integrity of the research conducted (PRIDE surveys and anonymity)
What about Venkatesh’s notes and the illegal activities he recorded?
Use of deception to mislead participants is usually accepted by sociologists IF the benefits of the research outweigh the potential harm by deception. (College cafeteria experiment)