2. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. The Scientific Method The approach used by social scientists to systematically acquire knowledge and understanding about behaviour and other phenomena of interest

3. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Scientific Method: The Process Identify Questions of Interest Formulate an Explanation: Specify a theory Develop a hypothesis Carry Out Research: Operationalize hypothesis Select a research method Collect data Analyze the data

4. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Scientific Method: Developing Explanations Theories –Broad explanations and predictions concerning phenomena of interest Hypothesis –A prediction stated in a way that allows it to be tested

5. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Scientific Method: Conducting Research Operationalization –Process of translating a hypothesis into specific, testable procedures that can be measured and observed Research –Systematic inquiry aimed at the discovery of new knowledge

6. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Methods Archival research –Use of existing data in order to test a hypothesis –This method is also known as Content Analysis Naturalistic observation –Observation of naturally occurring behaviour without intervention

7. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Survey Research –A sample of people are asked a series of questions about their behaviour, thoughts, and attitudes in order to represent a larger population

8. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Methods Case study –An in-depth, intensive investigation of an individual or small group of people

9. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Methods Variables –Behaviours, events, or other characteristics that can change, or vary in some way Correlational research –The relationship between two sets of variables is examined to determine whether they are associated, or “correlated” –Ranges from +1 to -1 –Correlation does not mean “causation”

10. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Methods Experiment –The relationship between two (or more) variables is investigated by deliberately producing a change in one variable in a situation and observing the effects of that change on other aspects of the situation

11. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Experimental Research Experimental manipulation –The change that an experimenter deliberately produces in a situation Treatment –The manipulation implemented by the experimenter Experimental group –Any group receiving a treatment Control group –A group that receives no treatment

12. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Experimental Research Independent variable –The variable that is manipulated by the experimenter Dependent variable –The variable that is measured and is expected to change as a result of changes caused by the the experimenter’s manipulation of the independent variable

13. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Experimental Research: Final Step Random assignment to condition –Participants are assigned to different experimental groups or “conditions” on the basis of chance and chance alone Significant outcome –Use of statistical procedures in order to determine whether or not differences between groups are large enough to be significant Replication –Repetition of findings using other procedures in other settings

14. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Challenges: Ethics CPA guidelines Respect for the dignity of persons Responsible caring Integrity in relationships Responsible to society Both Canada and U.S.A. allow deception and follow the key principle of Informed consent –Know the risks before, –right to privacy, –voluntary –and debriefing

15. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Research Challenges Choosing participants who represent the scope of human behaviour Should animals be used in research?

16. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Becoming An Informed Consumer What was the purpose of the research? How well was the study conducted? Are the results presented fairly?

17. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Threats to Experiments Experimental bias –Factors that distort how the independent variable affects the dependent variable in an experiment Experimenter expectations Participant expectations  Safeguard = double blind procedure Placebo –A false treatment, such as a pill, “drug”, or other substance without any significant chemical properties or active ingredient

18. Copyright © The McGraw-Hill Companies, Inc. Permission required for reproduction or display. Summary of Steps in the Research Process 1. Choose a Topic 2. Review the Literature (< From past Research) 3. Formulate the Problem 4. Organize the Research Design 5. Gather the Data 6. Analyze the Data 7. Interpret the Data 8. Communicate to Others ( > Future Research)