Midterm Flashcards
survey data
Data collected from performing a survey.
in-depth interviews
Freudian approach, sit down with them and pick their brain, very unstructured, let the conversation go where it goes
field experiments
Actually go out and observe people’s behavior. They don’t know that you’re there or watching.
laboratory experiments
Bringing people into a lab to run tests, ask questions, ect.
treatment and control groups
Treatment group: receives treatment that tests hypothesis. Control group: receives either no treatment or standard treatment.
confounding variables
An extraneous variable in an experimental design that correlates with both the dependent and independent variables. Example: murder rates and ice cream sales, hot weather is the confounding variable.
standardization
Everyone gets the same _____. (i.e. same postcard)
randomization/random assignment
Everyone has the same chance of being in the control group, ect.
pretest posttest control group design
Give a pretest, then people are either in the treatment or control group, then give posttest after experiment. Good b/c it measures if there was any change, bad b/c now you’ve got people thinking about what’s going on.
posttest only control group
No pretest, only assigning people to treatment or control group and then testing. Heavily reliant on randomization since you have nothing to measure change with.
self-report measures
Just asking questions; how tall are you? what’s your age? Advantageous b/c it’s cheap but people can lie, not answer, or not be able to describe something.
behavioral measures
Observing behavior (i.e. how fast people walk after being asked questions about the elderly.)
social desirability
People not wanting to admit the truth to researchers b/c they’re embarrassed, ashamed, ect.
reliability of a measure
“The consistency of which a measuring instrument yields a certain result when the entity measured hasn’t changed.” If the thing hasn’t changed, you should be getting the same results every time.
validity of a measure
“The extent to which the instrument measures what it is supposed to measure.” Example: scale could be reliable and give me the same number every time but could be the wrong number.
internal validity of a design
Causation - does x really cause y?
external validity of a design
Generalizability - how well can you apply what you got to the outside world? Is there really a cause and effect in the real world for this?
history threat
Threats to internal validity often come from history, when some event occurs outside the experimenter’s control. (i.e. 9/11 study with letters about public service)
performance effects
Pretest/posttest measures; by asking the subject questions you’ve just primed them for the manipulation and the posttest.
attrition
When people don’t show up the second time around. 600 people come the first time and only 300 the second time, leads to very different groups.
“nonattitudes” position on attitude formation
Says that people don’t really have attitudes they just have random unorganized opinions toward something. Most other views attempt to contradict this view.
worldview theory of attitude formation
How people align themselves depends on the world they personally live in. For example, the Luker study on abortion shows that women with very different lives and backgrounds have very different views on abortion and motherhood. Attitude formation arises from the social worlds in which people inhabit. The reflect deeply seated values and vested interests, and they protect against threats to social circumstances.
memory-based attitude formation
Individuals form their opinions at the time of judgement, retrieving relevant information from long-term memory.
availability bias
“K” example, remembering what comes to mind quickly rather than really thinking about something.