Research Methods in Social Psychology

Objectives

• Understand the different research methods in social psychology
• Define archival research
• Define meta-analysis

Empirical Research in Social Psychology

• Empirical research: Systematic investigation of observable phenomena (behaviors, events)
• Information collected can be quantitative or qualitative
• Aims to describe reality and develop theories about social behavior

Methodology

• A set of systematic procedures for data collection and analysis
• Typical study: Design -> Data Collection -> Code and Analyze -> Test Hypotheses
• Ensures validity; allows findings to be verified and replicated

Main Research Methods

1. Surveys

   • Collect information via questions and responses
   • Useful for identifying average/typical responses and differences between groups
   • Types: Interview surveys and Questionnaire surveys

   Interview Surveys

   • Involves an interviewer recording answers
   • More flexible and can clarify questions as needed
   • Higher response rate (~75-80%)

   Questionnaires

   • Respondents answer questions on paper
   • Cost-effective but often lower response rates (~50%)

   Telephone Interviews

   • Use trained interviewers, maintains some benefits of face-to-face interviews

   Question Phrasing

   • Questions should be precise, avoid jargon, and be suitable for the audience

   Measuring Attitudes

   • Direct questions, Likert scales, semantic differential techniques
   • Strengths: Accurate descriptions at moderate cost
   • Weaknesses: Rely on self-reports, potential for biases and inaccurate memories

2. Observational Research (Field Studies)

   • Systematic observation in natural settings
   • Less intrusive; data recorded either live or from memory
   • Participant observation allows direct interaction and observation
   • Unobtrusive measures to avoid influencing behavior

   Strengths

   • Provides real-world data

   Weaknesses

   • Sensitivity to recording methods, potential validity issues

3. Archival Research

   • Uses existing data collected by others
   • Cost-effective and quick
   • Suitable for studying phenomena over extended periods

   Weaknesses

   • Lack of control over data quality; may lack necessary variables

4. Experiments

   • Most controlled method for establishing causality
   • Involves manipulation of independent variables and random assignment
   • Types: Laboratory and Field Experiments

   Laboratory Experiments

   • Controlled environment, high internal validity

   Field Experiments

   • Natural settings, high external validity, but less control

   Strengths

   • High internal validity; good for causal hypotheses

   Weaknesses

   • Not suitable for all social phenomena; ethical and practical limitations

Correlational Method

• Observes relationships between variables
• Can determine relationships but not causality

Meta-analysis

• Combines results from multiple studies to provide conclusive results
• Useful when studies have differing outcomes

Research in Diverse Populations

• Increasing interest in racial, ethnic, and cultural diversity
• Measures must be linguistically and culturally equivalent

These notes cover the key concepts and methods used in social psychology research, detailing the strengths and weaknesses of each method, as well as considerations for diverse population studies.