Methodology: How Social Psychologists Do Research
Methodology: How Social Psychologists Do Research
Methodology: How Social Psychologists Do Research
Chapter 22
Methodology:
How Social Psychologists
Do Research
Chapter Outline
• Ethnography
A type of observational method used by
cultural anthropologists and social
psychologists to study and understand a
group or culture.
The Observational Method
• Participant Observation
A form of systematic observation whereby
the observer interacts with the people being
observed, but tries not to change the
situation in any way.
The Observational Method
• Archival Analysis
A form of the observational whereby the
researcher examines the accumulated
documents of a culture.
The Observational Method
• Surveys
The correlational method often relies on
surveys, as well as on observational data.
Surveys are used when the variable of
interest is not easily observable.
The Correlational Method
• Correlation Coefficient
The correlation coefficient provides a metric for
calculating the degree of association between
two variables.
Positive correlations indicate that an increase in
one variable is associated with an increase in the
other.
Negative correlations indicate that an increase
in one variable is associated with a decrease in
the other.
The Correlational Method
• Surveys
The validity of survey data depends on
using samples that are representative of
the population being studied.
• Surveys
Problems with survey data
Sampling errors
Survey questions that ask people to explain their
own behavior are likely to be inaccurate.
Cross-cultural research
The Experimental Method
In addition to describing a
relationship between two
variables, what do correlations
allow us to do?
Study Questions