Research Methods Flashcards
What is qualitative data
Information in words or pictures; non numerical
Qualitative data - pros
+ represents true complexity of human behaviour, thoughts and behaviour is not reduced to numbers — a holistic approach
+ provides rich details of how people think and behave — higher in validity as the researcher is more likely to measure the variable of interest
Qualitative data - cons
- more difficult to detect patterns and draw conclusions, large variety of information collected, words can’t be reduced to simple points
- interpreting what people mean makes it likely to be subjective, lowering credibility
What is quantitative data
Information in numbers, i.e. quantities
Quantitative data - pros
+ easier to analyse, data in numbers, using descriptive statistics or inferential statistics
+ more objective measure, more reliable, gives greater credibility
Quantitative data - cons
- May not express participants’ precise thoughts/ feelings because answers provided are fixed — low in validity
- oversimplifies reality and human experience — reductionist is to reduce human experience to numbers
What is primary data
First hand data collected for the purpose of the investigation
What is secondary data
Information collected by someone other than the researcher (e.g. books, journals, etc.)
What is random sample
A randomly collected sample
Random sample - pros
+ unbiased, all members of target population have an equal chance of selection
+ possible to choose a specific subgroup in target population
Random sample - cons
- takes more time and effort (obtaining a list of all target members, identifying them, asking consent)
- random samples aren’t always random as some might not take part, final may resemble more of a volunteer sample
What is stratified sample
Selected from different stratas (subgroups) in proportion to the population
Stratified sample - pro
+ most representative, all subgroups represented and in proportion to the numbers in the target population
+ specific subgroups can be chosen according to the variables considered to be important by the researcher
Stratified sample - cons
- deciding the subgroups may be biased
- a very lengthy process and those selected might not take part — more useful for opinion polls than psychological research
What is a volunteer sample
Participants who can volunteer to take part
Volunteer sample - pro
+ convenient way to find willing participants (gave informed consent)
+ good way to get a specialised group of participants (purposive sampling)
Volunteer sample - cons
- biased since volunteer participants are more likely to be more highly motivated (volunteer bias)
- volunteers may be more helpful, higher chance in guessing the aims
What is opportunity sample
Those most readily available during the study
Opportunity sample - pros
+ most convenient technique — takes little preparation
+ may be the only technique available since target population cannot be listed (like in random and stratified sampling)
Opportunity sampling - cons
- biased since sample is drawn from a small part of the target population might not be representative
- participants may refuse to take part, making the final sample likely to respond to demand characteristics
What are repeated measures
When the participant takes part in all conditions of the study
Repeated measures - pros
+ good control of participant variables since the same person is tested twice
+ fewer participants are needed than independent groups design
Repeated measures - cons
- order effects produced, e.g. participants might be better in the second condition after practicing or perform less since they are tired
- might make it easier for participants to guess the aim of the study
What are independent measures
Different participants are allocated to two or more experimental group representing different levels of the independent variable
There may be a control group