SOCIAL - RESEARCH METHODS Flashcards
questionnaires
-questionnaires are designed to gather a large amount of data by accessing a large sample
-they ask people to give responses about themselves or their own ideas - this known as self-report data (and is very subjective)
-questions may require information from ppts about their attitudes, opinions, and lifestyles
-often, a questionnaire uses both open and closed questions, this is beneficial as it means both quantitative and qualitative data can be obtained
OOUTLINE QUESTIONNAIRES AS A SELF REPORT METHOD:
->questionnaires are a self report method where data is obtained by asking people questions and recording their data
->they gather a large amount of data by accessing a large sample
->a standardised set of questions is given to each respondent; they give their answers in writing
->they can include open and closed questions, and ranked scale questions
->questionnaires can be administered by post, face to face, or online. They often collect information about a ppts opinions, attitudes, and lifestyle
->they collect quantitative data (through scale questions or closed questions) and, less commonly, qualitative data (through open questions)
A GOOD QUESTIONNAIRE INCLUDES:
->filler questions: this is where irrelevant questions are included to mislead the respondent from the main purpose of the questionnaire
->sequence for questions: it is best to start with easy questions, saving difficult questions, or questions that might make the ppt defensive or anxious, until the respondent is relaxed
->piloting: the questions can be tested in small groups, this means you can refine the questions to any difficulties encountered
STRENGTHS:
->can be repeated so that data can be collected from a large number of people
->they collect both qualitative AND quantitative data, so lots of info can be gathered
->they are relatively cheap and are faster than other methods of gathering data
WEAKNESSES:
->respondents may lie due to social desirability bias to make themselves look better/to “fit in”
->ppts may suffer from acquiescence bias, which is where they get bored during the questionnaire and so start ticking random boxes (in scale/closed questions)
open questions
->open questions allow respondents to answer however they want to and to express what they think in their own words
->there are no pre-set answers, so they are used to gather more in-depth responses
->they generate qualitative data
->eg. “can you tell me how happy you feel right now?”
STRENGTHS:
->rich, qualitative data is obtained as open questions allow the respondent to elaborate on their answers
–>this means that we can find out WHY they might feel that way
–>therefore, increasing validity
WEAKNESSES:
->it’s time consuming to analyse the data
–>it takes longer to analyse qualitative data as they have to read the answers and try to put them into categories by coding, which is often subjective and difficult
->not suitable for less educated ppts
–>open Qs require superior writing skills and a better ability to express one’s feelings verbally
closed questions
->closed questions restrict responses to a predetermined set of responses
->they can include ranked scale questions, and Likert scale questions
->they generate quantitative data
->eg. “are you male or female?”
RANKED SCALE QUESTIONS:
->eg. “rank the following activities according to how much time you spend on them daily (1=most time, 4=least time)”
[]talking face to face
[]talking on the phone
[]text messaging
[]other (eg. MSN)
LIKERT RANKING SCALE:
->eg. “psychology is the most interesting A level subject”
1) strongly agree 2) agree 3) not sure 4) disagree 5) strongly disagree
STRENGTHS:
->data can be obtained quickly as closed questions are easy to answer
–>this means a large sample size can be obtained, which should be representative of the population
–>therefore, is highly generalisable
->questions are all standardised
–>all ppts are asked the same questions in the same order in the exact same way
–>therefore, can be replicated, increasing reliability
WEAKNESSES:
->lacks detail
–>because the responses are fixed, there is less scope for respondents to supply answers that reflect their true feelings on a topic
->acquiescence bias
–>ppts may get bored and start ticking random boxes
–>therefore, decreasing validity
leading questions
->appear in both open and closed questions
->they are Qs that suggest or lead to a desired answer
->they should be avoided as they may give biased or inaccurate answers
interviews
DESCRIBE INTERVIEWS AS A RM(6)
->structured interviews include pre-set questions in a specific order, eg. asking questions on people’s obedience levels
->unstructured interviews may contain a topic area for discussion and the interviewer helps clarify information, whereas a semi-structured interview may have some pre-set questions but divert from this to help clarify new information, or allowing ppts to expand their answers
->unstructured interviews usually gather qualitative data as it starts with a loose aim, no pre-set questions, and explore the responses given
->interviews can include closed questions with fixed answers (eg. “do you always follow the rules, yes or no?”
->interviews can be administered to a large sample of people, especially structured interviews
->unstructured interviews mean that the interviewer can probe and seek meaning from ppts about their responses
DESIGNING AN INTERVIEW:
->first, you must decide whether to do a structured interview or non-structured interview
->next, you must consider who will be interviewing and this depends on what type of person is being interviewed - there are many variables to consider
–>gender and age: this can have a big effect on respondent answers, particularly on personal issues
–>personal characteristics: some people are easier to get along with; the accent and appearance of the interviewer can also impact the rapport between interviewer and ppt
–>ethnicity: people have difficulty interviewing people from different ethnic groups to themselves
STRUCTURED INTERVIEWS:
->questions are asked in a set/standardised order, and the interviewer will not robe beyond the answers received
->they are based on structured closed questions, gathering quantitative data
(S)->high reliability
–>standardised as all ppts are asked the same Qs in the same way
–>therefore is easy to replicate
(W)->answers may lack detail
–>generally only closed questions are used, which only generate quantitative data, so we won’t know WHY they answer that way
–>therefore, decreasing validity
UNSTRUCTURED INTERVIEWS:
->are more like a “guided conversation” than a strict, structured interview
->they are based on open questions and gather qualitative data
(S)->generate qualitative data
–>this allows for in-depth analysis of respondent answers, researchers can develop a sense of the ppts understanding of what is being asked of them
–>therefore, increasing validity
(W)->not very practical
–>it can be very time consuming to conduct an unstructured interview and analysing the data using thematic analysis also takes a long time
quantitative data
->quantitative data is numerical data that tends to give measurements of a quantity or amount
STRENGTHS:
->dur to the data being numerical, it can be objectively analysed
->quantitative data has high reliability as it is objective and scientific
WEAKNESSES:
->quantitative data lacks validity due to social desirability bias, eg. on a questionnaire about aggression ppts may score lower than the truth for fear of judgement
->it is gathered through closed questions which have the risk of acquiescence bias, therefore decreasing validity
qualitative data
->qualitative data is non-numerical, in-depth data, rich in detail or description, usually in text or narrative form
STRENGTHS:
->provides detailed information, providing reasons and explanations behind the given answers, allowing for a deeper understanding, which increases the validity
WEAKNESSES:
->time consuming, much faster to get ppts to tick boxes than to speak to them and get either spoken or written detailed responses
->low reliability as they are hard to replicate
thematic analysis
->thematic analysis in psychology is used in qualitative research and focuses on organisation and examining themes within data
PROCESS:
1) transcribe the interviews
2) read through once to familiarise yourself with the data
3) read through for a second time and highlight similar data
4) give the highlighted data/similarities a title or theme
STRENGTHS:
->allows for subjective analysis, taking into consideration ppts POV
->research analysis is iterative and reflective, allowing for a broad grouping of POVs
->wide range of analytical options - broadening potential for analysis
->flexible - can produce a rich, detailed, and complex account of data
WEAKNESSES:
->lack of clear and concise guidelines - “anything goes” critique
->heavy researcher effects (researcher unconsciously influences the outcome of the research they are conducting)
->limited interpretative power if not used within existing theoretical framework
->unlike narrative/other biographical approach, unable to retain sense of continuity or contradiction
