SOCI 1301: Introduction to Sociology

1
SOCI 1301 Introduction to Sociology

• Social Research Methods

2
4 Basic Research Methods in Sociology

• 1.Survey Research (an objective method)
• Questionnarie or interview studies
• 2. Analysis of Existing Sources (Document
  Studies) (objective or subjective)
• 3. Observational Research
• Two types unobtrusive or participant
• 4. Experimentation (most objective, least
  variance of any method but not often used

3
Advantages/Disadvantages with the Methods

• Surveys- easy to do, fast but missing data,
  problems in sampling, biases
• Analysis of Existing Sources- easy data
  collection but someone elses data
• Observation-simply subjective
• Experiments- excellent control of variance but
  ethics and application issues keep it generally
  unused in sociology

4
Steps in the Research Process

• 1. Define the Problem- choose subject
• 2. Review the literature
• 3. Formulate Hyportheses (or research questions)
• AND THEN
• 4. Design the Methodology

5
Methodological Design

• Results of a study are only as good as the
  methodology used.
• What will be specifically measured?
• Where? Identify the study environment.
• Sampling? Who and how many?
• A sample is a cross-section of the population
  under investigation that is both random and
  representative of that population

6
Methodology, contd.

• How will the study variables be operationalized?
• Variablesknown or unknown quantities that affect
  or are affected by the presence of another
  variable.
• Independent variables CAUSE change in Dependent
  variables (the EFFECT)
• If A ? B, A is the independent variable and B is
  the dependent variable
• Operationalization is defining what is meant by a
  variable label (i.e. Crimedefine it for the
  purposes of this study)

7
Methodology, contd.

• 5. Collect the Data
• 6. Data Analysis
• 7. Draw Conclusions--accept or Reject hypotheses
  or answer research questions
• How might someone conduct a study to determine if
  the full moon has any effect on the crime rate?
  Design a study from beginning to end using these
  steps.

8
Flaws in Research

• Bias (question, sampling, etc.)
• Teleology
• Poor methodology
• Misanalysis of findings
• Statistical conclusions
• Misinterpretation of results

9
Famous Research Errors

• The 1936 Presidential Poll
• Literary Digest used auto registration lists and
  telephone directories from which to draw a random
  sample in their presidential poll to see if
  Franklin Roosevelt or Alfred Landon would win the
  race. The sample was random but not
  representative. The only people who had
  telephones in 1936 were urban dwellers and the
  only ones with cars (at the height of the Great
  Depression) were wealthier Americans. These
  groups would have voted for the pro-urban,
  pro-business candidate Landon. FDR got most of
  his support from rural America, underrepresented
  in the survey the result of the poll was that
  Landon would win FDR won easily.
• This was a classic error in sampling.

10
Another Research Error

• The Hawthorne Experiments
• Industrial Psychologist Elton Mayo (1920s)
  conducted a series of experiments at Western
  Electrics Hawthorne Plant in Illinois. In one
  trial he wanted to see if light levels in the
  factory would increase production. After getting
  an initial reading of productivity, he brought in
  more lighting. Productivity rose. He increased
  light again with the same result. About to
  conclude that light levels in fact DO increase
  productivity, he turned off the extra lights and
  productivity rose yet again! He turned down the
  lighting even more (below where it was
  originally) and productivity continued to rise.
  He could not understand what was occurring Then
  he discovered that the workers had been told that
  an efficiency expert was observing their plant.
  The workers were simply reacting to the fact
  that they were being watched some thought the
  tests were about keeping their jobsso all were
  very productive regardless of lighting
  conditions.
• This phenomena came to be know as the Hawthorne
  Effectthe unintended effect(s) of a researchers
  presence. A modern example the change in ones
  driving habits when being followed by a policeman

11
Reliability and validity

• Reliability refers to consistency in measurement
• Validity refers to accuracy in measurement
• Good research always uses RELIABLE methods to
  achieve ACCURATE results.

12
Conclusions of Research

• Hypothesesstatements about what one expects to
  find in their researchcannot be proven or
  disproventhey can only be accepted or rejected.
  Research proves nothingit only demonstrates that
  a relationship may exist between two factors at
  some level.
• All relationships are not cause and effect, some
  are mere correlations variables related to each
  other, but perhaps only indirectly(Ex. Death
  rates and seeing a doctor are correlated
  variablesdeath rates are higher for people who
  have recently seen a doctor, but seeing a doctor
  does not cause death rates to risesickness
  causes BOTH.)