1. SOCI 1010 Day 3 December 15, 2011

2. Agenda Finish Research Methods Film clip KT
Go on to Types of Societies

3. Review of Variables
As I test for increasingly long periods of time, the Energizer AA battery will maintain a higher voltage than other batteries.
Independent Variable?
Dependent Variable?

4. Review of Variables
As I test for increasingly long periods of time, the Energizer AA battery will maintain a higher voltage than other batteries.
Independent Variable? Type of battery
Dependent Variable? Voltage level

5. Design the Study Who has the data you need? Who is your population?
How can you find out what you need to know?
Draw a sample to represent the population
Implied in the problem and the hypothesis are a population who might benefit from your study and/or have the information you need.
If we are looking at study time and grades -- STUDENTS would be the likely population. It is often impossible to study a whole population so researchers isolate a smaller number to represent them (this is the sample).
We hope to be able generalize findings from the sample back to the whole population.

6. Methods of Selecting a Sample
Random Sample
all members of the population have an equal and independent chance
Systematic Sample
every “nth” name is selected from a list
Convenience Sample
those who are available and/or willing to participate
There are a number of methods for selecting the sample. Random is generally considered best because every member of the population has the same chance of being selected.
If there are characteristics of the population that need to be proportionally represented in the sample, one does stratified sampling.
For example, 60% are white males
20% are black males
10% are Asian females
10% are white females
The sample should reflect about the same percentages of racial and ethnic mix as the population. We would not want the females to be “left out” nor would we want them to be over represented.

7. Types of Research Designs: Past
Past oriented
historical studies
What was…?
Precollected data; secondary sources
It is sometimes helpful to envision research according to a time frame. Those studies emphasize events that have already happened. These are historical studies and attempt to answer “What was the status of a population at a given point?”
Ex: What were attitudes toward the unwed pregnancies prior to the 1960’s?
Often the sources of data include school or court records, hospital charts, letters, diaries, artifacts, etc.

8. Types of Research Designs: Present
Present oriented - descriptive
What is the current status of …?
Survey, observation, or field research
Present-oriented or descriptive studies report answers about the current status of a population as it relates to a particular issue.
Ex: if the election were held today, which candidate would you vote for? How do you feel about the proposed plan to rezone your neighborhood?
We gather data by asking questions, watching people or spending time looking at individual groups.

9. Surveys - Asking Questions
Interview
in person, oral
Questionnaire
on paper
One present-oriented (descriptive) approach is conducting a survey. In survey research we ask questions - either on written questionnaires or orally in interviews.

10. Surveys - Asking Questions
Types of Questions:
open ended
Example: What is your favorite snack food preference?
forced choice or close ended
Example: Given a choice would you prefer salty snacks or sweet snacks?
The kinds of questions we ask either allow subjects to answer in their own words (open-ended). For instance, “Explain how you feel about abortion as a mode of birth control?
Other forms of questions have specific options from which subjects must choose. (True or False; Agree or disagree; Likert-type scales which as if you agree or disagree to a large extent, somewhat, not much, none at all, etc.) If the subject’s real answer is not represented, the researcher has no way to know what the true information might be. The subject is forced to choose one of the predetermined responses..
Which form of question yields the “best” information? Which form are subjects most likely to answer? Are there some topics or issues that are best approached using survey questions?

11. Attendance Survey
Hypothesis: There will be a difference between males and females in their snack or comfort food preferences.
H2: Men will prefer salty/savory foods whereas women will prefer sweet foods.
What are the independent and dependent variables?
IV =
DV =

12. Observational Studies
Naturalistic
unobtrusive observation
Minimal influence on subjects or situation
Participant
becoming a member of the group being studied
Simulated
creating the scenario
Another present-oriented (descriptive) approach is to watch people. There are three forms of observation:
a. Think about the observation of the gorillas in the early part of the film Gorillas in the Mist. To get a perspective about the nature of gorilla life, it was important that the band of gorillas were not aware that Diane Fosse was watching them. When we study small children playing, it is best to observe them from an unobtrusive vantage point.
b. Jules Henry wrote about his research with families of young schizophrenic children in his book Pathways to Madness. He lived for a year at a time with these families -- studying their problem solving skills and their methods of communication, etc. He participated in the lives of their families as he observed and studied them.
c. Sometimes what the researcher wants to observe is an infrequent event. The situation is simulated in the laboratory or in some other setting. For example, if you are demonstrating that you have skills in CPR, you don’t wait for someone to experience cardiac arrest. You simulate the correct sequence of breathing and chest compressions on Resusi-Annie.

13. Field Research Case study Ethnography
in-depth look at one individual or group
Ethnography
cross-cultural studies (anthropology)
If you viewed the tape The Gods Must be Crazy for Lesson 1, you saw the comparison of a hunting and gathering society (!Kung) with an industrialized culture. Although a feature film designed for entertaining, The Gods Must be Crazy presents a simple ethnographic case study of the Kalihari Bushmen (!Kung).
Although many case studies are very clinical and uninteresting from a layman’s point of view, there have been a number sensationalized case studies. Other well publicized examples of field research include books/movies like Helter Skelter, a study of Charles Manson and his “family” of followers or Sybil, an in-depth look at a woman with multiple personality syndrome.
Anthropologists use a cross-cultural approach similar to the case study called ethnography.

14. Types of Designs: Experimental Research
Future-Oriented Studies
What will be if … ?
Experimental research
manipulating an independent variable
The third time frame according to which studies can be organized is the future. The essential question is “What will be if…the researcher manipulates certain variables?” This future orientation applies to the classic experimental design.

15. Classical Experimental Design
Pre-test
Post-test
Dependent variable
Control Group
Experimental or Treatment Group
As the researcher sets up the study, he/she premeasures the dependent variable, randomly divides the sample into two groups (a control group and and experimental group); and administers some degree of the independent variable to the experimental group only.
If the independent variable has a causal influence on the dependent variable, it will be noticeably changed and different from the dependent variable measurement for the control group.
Independent Variable

16. Collect and Analyze Data
Employ the research design
Organize and analyze the data
Statistical analysis
Make decisions relevant to the hypothesis
“Support” or “accept” or “fail to accept” never “prove”
The final steps in the research process are to carry out the design as planned and collect the data.
Once collected, it must be organized and analyzed using statistical measures.
From the results, the researcher makes decisions relevant to the hypothesis.
If the results support the hypothesis, it is accepted. If the analysis does not support the hypothesis, then it is reported as “failure to accept.”
Researchers tend to leave some “wiggle room” to make different decisions when the studies are replicated. One study (or even several studies) on a hypothesis is rarely sufficient to “prove” a correlation and causation.

17. Class Survey
Open-ended survey question: What is your favorite snack or comfort food?
Hypothesis 1: The sex of the student will be a determining factor in snack food preferences.
Hypothesis 2: Males will prefer savory/salty snacks and females will prefer sweet snacks.

18. The Data from the Class Survey
N =
Salty/Savory Sweet
Males
Females
Can I support my hypothesis?
How might I use such findings?

19. Report Results Publish findings Debrief participants, if needed
Support theoretical perspective
Spin off next studies
The last step is to report the results. Depending on the purpose of the study and the resources of the researcher, it may be an informal report back to supervisors or it may be a nationally publicized article.
It may be necessary to inform the participants of the results. For example, when testing a vaccine the control group receives a placebo while the experimental group receives the real vaccine (independent variable). If the hypothesis is accepted and the vaccine is shown to have some efficacy, then the control group should be given the choice to receive the real vaccine.
Generally, one draws conclusions from the results that serve to support a particular theoretical perspective.
One study often raises questions that can be used as the starting point for the next studies and the studies after that and the studies after that… … ...

20. Ethical Considerations
Do not harm the subjects
Informed consent before participation
Do not coerce participation
Do not deceive participants or sponsors
Use ethical means of data collection
Report results accurately
From beginning to end in this process, it is essential to operate in the most ethical way possible. The researcher’s integrity must be above question.
First and foremost, the study should do no harm -- physically, psychologically, reputationally, socially, etc.
Before agreeing to be a part of the study, participants have the right to all information that would be needed to make an informed decision. In a prison study in England in the 1950’s, subjects were relieved from their regular prison duties and paid more than twice as much as their regular prison pay for participation. They were told that they would be injected with “some cell” and then would be given regular blood tests to see if the cells multiplied in their bodies. They would be allowed to read, play cards, etc. in the prison hospital unit and if they did not like the study, could return to their regular jobs and routines. Many volunteered. At no time were the words cancer or leukemia used in the information provided to prospective subjects; but that is what the “cells” were. Once injected with cancer, how can on quit the study and return to regular prison life?
Notes continue on the next slide.

21. Film Clip
Research ethics in Krippendorf’s Tribe

22. Assignment Continue Chapters 1 - 2
Next time: Research ethics in Krippendorf’s Tribe