Research Methods Flashcards
What is content analysis?
A kind of observational study in which behaviour is observed indirectly in written or verbal material
e.g. books, diaries or TV programmes
How does a content analysis work?
Categories (themes) are identified (possibly using thematic analysis) and then instances in each category can be counted so that quantitative data is produced
What is step 1 of a content analysis?
Select suitable adverts
e.g. record two adverts per day and randomly choose the time of day
What is step 2 of a content analysis?
Create a set of operationalised behavioural categories
What is step 3 of a content analysis?
Watch the adverts and tally the frequency in each category
What is step 4 of content analysis?
Draw conclusions
Inferntial statistical tests such as chi squared can be used
What are the strengths of content analysis?
Ecological validity
Replicable
What are the weaknesses of content analysis?
Observer bias
Culturally bias
Why is ecological validity a strength of content analysis?
High in ecological validity because its based on observations of what people actually do
Why is replicability a strength of content analysis?
Analysis can be replicated because sources can be retained or accessed by others
Why is observer bias a weakness of content analysis?
Observer may be bias towards the results which reduces the objectivity and validity of the findings
Why is cultural bias a weakness of content analysis?
Likely to be culturally bias because source material is rooted in a cultural and behavioural categories lieklt to be determined by culture of the observer
What is observational research?
Observational research is watching or listening to what participants do
How is observational research carried out?
A researcher will observe behaviour, record it, look for patterns in the behaviour and then try and make sense of it
What are the strengths of observational research?
Different take on behaviour
What are the weaknesses of observational research?
Observer bias
Validity
Why is take on behaviour a strength of observational research?
What people say they do is often different from what they actually do so observations give a different take on behaviour than other research methods
Why is observer bias a weakness of observational research?
Researchers expectations may affect the observations leading to observer bias
Why is validity a weakness of observational research?
Observations cannot provide information about what people are thinking or feeling
What are the strengths of using qualitative data for observational research?
Thematic analysis
What are the weaknesses of using qualitiative data for observational research?
Validity
Why is thematic analysis a strength of using qualitative data for observational research?
Qualitiative data is the first step in creating a structured, quantitative system for classifying observations
Thematic analysis can be used to create the behavioural categories
Why is validity a weakness of using qualitative data for observational research?
Behaviours recorded may be those most visible or eye-catching to the observer but may not be the most relevant behaviours or true to their actually behaviour
How is quantitative data used in observational research?
Behavioural categories (coding scheme)
Objective methods to separate the continuous stream of action into components
Behaviours are counted using the categories/coding system
What are the strengths of using quantitative data for observational research?
Systematic observations
Tallied
What are the weaknesses of using quantitative data for observational research?
Validity
Reliability
Why is systematic observations a strength of using quantitative data for observational research?
Enables systematic observations to be made so important information is not overlooked which enhances validity
Why is tally a strength of using quantitative data for observational research?
Categories can be tallied and conclusions can therefore be drawn
Why is validity a weakness of using quantitative data for observational research?
Limited categories may not cover all possibilities so some behaviour are not recorded which leads to low validity
Why is reliability a weakness of using quantitative data for observational research?
Poor design of categories may reduced reliability which will affect the possibility of replicating the observation
What is event sampling?
Draw up a list of behavioural categories then tally each time a specified behaviour occurs
What are the strengths of event sampling?
Manageable
Usefulness
What are the weaknesses of event sampling?
Validity
Why is manageability a strength of event sampling?
By taking a sample it makes observing behaviour more manageable
Why is usefulness a strength of event sampling?
Useful when behaviour to be recorded only happens occasionally
Why is validity a weakness of event sampling?
Events may be missed if there is a lot happening at once
Observations may not be representative if the list of events is not comprehension which reduces validity
What is time sampling?
Recording observations of behaviour at specific time intervals
Can also take a sample at different times of the day or month
What are the strengths of time sampling?
Manageable
Tracking
What are the weaknesses of time sampling?
Validity
Representative
Why is manageability a strength of time sampling?
Makes observing behaviour more manageable by taking a sample as it reduces the number of observations in a set time period
Why is tracking a strength of time sampling?
Allows for tracking of time related changes in behaviour
Why is validity a weakness of time sampling?
Some important behaviours may be missed because they occur outside of the observation interval reducing validity
Why is representativeness a weakness of time sampling?
Behaviours recorded may not be representative of the child behaviour if it occurs between recording points
What is participant observation?
The observer is a participant in the behaviour being observed
What are the strengths of participant observation?
Insight
May see more
What are the weaknesses of participant observation?
Objectivity
Validity
Why is insight a strength of participant observation?
The observer is likely to provide special insights into behaviour from the ‘inside’ as they have become a participant in the groups behaviour
Why is the observer seeing more a strength of participant observation?
Being on the inside means the observer can see more and gain a better understanding of the participants behaviour and understand why they behave that way
Why is objectivity a weakness of participant observation?
Objectivity is reduced as the observer may interpret behaviour differently to someone else
Why is validity a weakness of participant observation?
It’s more difficult to record and monitor behaviour unobstructively and the observer may therefore forget certain details lowering the validity
What is non-participant observation?
The observer is not a participant in the behaviour being observed
What are the strengths of non-participant observation?
Objectivity
Observe unobstructively
What are the weaknesses of non-participant observation?
May see less
Validity
Why is objectivity a strength of non-participant observation?
There is increased objectivity because of a psychological distance and also possibly a physical distance
Why is being able to observe unobstructively a strength of non-participant observation?
Observer can observe participants unobstructively and isn’t conscious about being observe which may increase validity
Why is the observer possibly seeing less a weakness of non-participant observation?
Observer may see less of the participants behaviour because they will be taking notes
Why is validity a weakness of non-participant observation?
The observer may interpret the communications and behaviour of participants which will reduce the validity of findings
What is a structured (controlled) observation?
Where some variables in the observation have been manipulated by the researcher
What are the strengths of structured (controlled) observation?
Controlled environment
Tenative casual conclusions
What are the weaknesses of structured (controlled) observation?
Demand characteristics
Ecological validity
Why is a controlled environment a strength of structured (controlled) observation?
Controlled environment allows for focus on particular aspects of behaviour
Why is tenative casual conclusions a strength of structured (controlled) observation?
It may be possible to draw some tentative casual conclusions before carrying out an experiment
Why is demand characteristics a weakness of structured (controlled) observation?
Participants may know they are being observed and may therefore alter their behaviour
Why is ecological validity a weakness of structured (controlled) observation?
The environment may feel unnatural and may not reflect behaviour in a real life setting
What is naturalistic observation?
Everything is left as usual and the environment is unstructured but may use structured techniques
What are the strengths of naturalistic observation?
Ecological validity
Usefulness
What are the weaknesses of naturalistic observation?
Ethical issues
Conclusions
Why is ecological validity a strength of naturalistic observation?
Realisitic picture of natural spontaneous behaviour as it takes place in a natural environment
Why is usefulness a strength of naturalistic observation?
Useful method when investigating a new area of research
Why is ethical issues a weakness of naturalistic observation?
Observation is likely to be cover which raises ethical issues as participants may not be aware they are being observed
Why is conclusions a weakness of naturalistic observation?
Difficult to draw conclusions as the focus is too wide
What is overt observation?
Where the participant is aware they are being observed
What are the strengths of overt observation?
Ethics
Observation
What are the weaknesses of overt observation?
Demand characterisitcs
Why is ethics a strength of overt observation?
Overt observation avoids the lack of informed consent as participants have given their consent to be observed
Why is observation a strength of overt observation?
Easier for the researcher to see everything going on as the observer doesn’t have to hide
Why is demand characteristics a weakness of overt observation?
Participants may alter their behaviour as they are aware they are being observed
What is covert observation?
Where the participant is not aware they are being observed
What are the srengths of covert observation?
Demand characteristics
What are the weaknesses of covert observation?
Ethical issues
Why is demand characteristics a strength of covert observation?
Participants behave more naturally because they are unaware they are being observed and therefore don’t change their behaviour
Why is ethical issues a weakness of covert observation?
Raises ethical issues as there is an invasion of privacy as participants are unaware they are being observed
