Overview
This lecture introduces key principles and methods used in social psychology research, focusing on empirical approaches, types of research designs, measurement strategies, and the importance of validity and replication.
Empirical Methods in Social Psychology
- Social psychologists use empirical (systematic, data-driven) research to understand social behavior beyond common sense or intuition.
- Observational data alone cannot always reveal true causes of social behavior due to hindsight bias and limited self-awareness.
- Scientific research helps test predictions and explanations about behavior systematically.
Measuring Social Variables
- Concepts of interest (conceptual variables) must be measured using operational definitions—specific ways to quantify them.
- Self-report measures involve asking participants about their perceptions or attitudes via questionnaires.
- Behavioral measures observe actual actions, such as time spent with someone or physical responses.
- Advances in neuroscience allow for brain-based measurements (EEG and fMRI) to assess social responses.
Types of Research Designs
- Observational research objectively records behaviors, offering complete snapshots but not relationships between variables.
- Correlational research examines associations between variables but cannot determine causation; correlations can be affected by unmeasured third variables.
- Experimental research manipulates independent variables to determine effects on dependent variables, allowing for causal conclusions when using random assignment.
- Factorial research designs include two or more independent variables to study main effects and interactions.
- Field experiments apply experimental methods in real-world settings but are harder to control.
Key Aspects of Experimental Research
- Independent variables are manipulated; dependent variables are measured outcomes.
- Random assignment creates initial equivalence between groups, strengthening internal validity.
- Deception (e.g., cover stories, confederates) is sometimes used but should be followed by debriefing.
- Experimental designs must consider both internal validity (causality in the lab) and external validity (generalizability to other settings).
Interpreting and Evaluating Research
- External validity refers to the extent research findings hold across different circumstances, people, and settings.
- Replication and meta-analysis are essential for confirming and summarizing research findings.
- Awareness of limitations in research design, sample, and setting is key to proper interpretation.
Key Terms & Definitions
- Empirical — Based on the systematic analysis of observable data.
- Hindsight Bias — The tendency to believe you could have predicted an outcome after learning it.
- Conceptual Variable — The characteristic being studied or measured.
- Operational Definition — The way a conceptual variable is specifically measured in a study.
- Self-Report Measure — Direct questionnaire or interview responses about behaviors or attitudes.
- Behavioral Measure — Direct observation and recording of actions.
- EEG (Electroencephalography) — Measures brain electrical activity via scalp electrodes.
- fMRI (Functional Magnetic Resonance Imaging) — Provides images of brain structure and function.
- Observational Research — Systematic recording of behaviors without manipulating variables.
- Research Hypothesis — A specific, testable prediction about relationships between variables.
- Falsifiable — Capable of being shown to be false through empirical testing.
- Correlational Research — Examines relationships/associations between variables (no causation).
- Pearson Correlation Coefficient (r) — Statistic measuring strength and direction of associations.
- Common-Causal (Third) Variable — Unmeasured variable influencing both predictor and outcome.
- Experimental Research — Manipulates independent variables to assess effects on dependent variables.
- Independent Variable — The manipulated factor in an experiment.
- Dependent Variable — The measured outcome after manipulation.
- Random Assignment — Assigning participants to conditions by chance.
- Internal Validity — Confidence that changes in dependent variable are due to independent variable.
- Field Experiment — Experimental research in natural environments.
- Factorial Research Design — Design with two or more independent variables.
- Cover Story — A false explanation given to participants to mask the true purpose.
- Experimental Confederate — Team member who pretends to be a participant.
- External Validity — Extent to which results generalize to other settings/people.
- Meta-analysis — Combines data from multiple studies to draw broader conclusions.
Action Items / Next Steps
- Use Google Scholar to find examples of each research design (observational, correlational, experimental) with hypotheses and variables identified.
- For variables like helping, aggression, prejudice, liking, and life satisfaction, propose research hypotheses using them as both independent and dependent variables.
- Participate in an online social psychology study at http://www.socialpsychology.org/expts.htm.