1. Sociological Research Methods

2. Issues of Interest What do sociologists research?
Structures and functions of various features in society
Rates of behavior
Stability and change
Structures/Functions:
Example: groups
How are groups organized?
What consequences do group actions have for society?
Rates of Behavior:
How often particular behaviors occur under specific conditions
Sociologists are interested in how groups of people with similar characteristics are likely to act under given circumstances
Stability and Change:
Seek to understand how and why certain features of society change over time, while other features remain relatively stable

3. Issues of Interest Goals of Sociological research: Describe Predict
Explain
“A social scientist’s work is never done.”

4. Correlation vs. Causation
Sociologists want to uncover the causal connections between events
Study cause/effect by examining relationships between variables
Independent Variable: variable that causes a change in another variable
Dependent Variable: variable that is changed by the independent variable

5. Correlation vs Causation
Example:
In a study of teenage drug use, sociologists want to know what factors impact drug use. First they see if drug use is lower among students who are on the honor roll.
What is the IV?
What is the DV?
IV = students grades/honor roll
DV = drug use

6. Correlation vs Causation
Student Response:
Think of your own sociological study: What is the independent variable? The dependent variable?

7. Causation vs Correlation
1st step in cause/effect is to see if there is a correlation
Correlation: when a change in one variable is regularly associated with a change in another
Correlations may or may not be causal!
Positive Correlation: both variables change in the same direction
Negative Correlation: variables change in opposite directions
Positive Correlation: the higher the rate of cigarette use, the higher the rate of lung cancer
Negative Correlation: the higher a student’s grade, the less likely they are to use drugs

8. Correlation vs Causation
Student Response:
Think of an example of a positive correlation
Think of an example of a negative correlation

9. Correlation vs Causation
WARNING: Correlation does NOT imply causation!!
Example of applying causation to a correlation: A rise in ice cream sales leads to a rise in drowning victims
It’s correlated because of another variable – Summer
Think back to our teen drug use example
Sociologists may find that students who are on the honor roll are less likely to use drugs
Does that mean high grades prevent drug use? No, just correlates
Or are students more likely to be on the honor roll because they are less likely to use drugs. What causes what?

10. Correlation vs Causation
For something to cause something else 3 things must be present:
Correlation
Time order
Ruling out alternative explanations
Ex:
Correlation – a 3,000 calorie/day diet is correlated to weight gain
Time order – you must eat 3,000/day BEFORE you gain weight
Ruling out – you don’t have a genetic disorder

11. The Research Process Step 1: Define the problem Step 2:
Review the literature
Step 3:
Form a hypothesis

12. The Research Process Step 4: Choose a research design Step 5:
Collect the data
Step 6:
Analyze the data
Step 7:
Present the Conclusions

13. Research Methods: Types of Research
Quantitative:
Focuses on data that can be measured numerically
Qualitative:
Focuses on interpretive descriptions & direct observations

14. Research Methods Survey Research:
An interview, questionnaire or survey administered to a large group of people
Strengths: collect info from large # of people in short amount of time
Weaknesses: misinterpretation, lying, bias
used to analyze trends & make predictions

15. Research Methods Experimental Research:
Tests the way in which an independent variable affects a dependent variable in a controlled setting
Strengths: can control IV’s
Weaknesses: may not always be applicable

16. Research Methods Observational Research:
A direct observation of subjects’ reactions
Detached: subjects not aware
Participant Observation: researcher directly involved
Strengths: observe behavior in natural setting
Weaknesses: Detached – miss details; Participant – influence behavior

17. Research Methods Analysis of Existing Sources:
Historical Method: toys, clothes, diaries
Content Analysis: count # of times word, symbol, etc appears in a context
Strengths: easy to use and inexpensive
Weaknesses: may not provide enough info

18. Research Methods Case Study Research:
Intensive analysis of a person, group, event or problem
May employ other methods to one focus
Strengths: provides in-depth view
Weaknesses: may lack generalizability
Ex: A study of spending habits across the lifespan of several individuals; initially studied at age 20; studied every 10 years for the next 50 years
Ex: A study of the impact of alcohol abuse among different age groups; conducted one time to determine varying degrees of liver damage

19. Research Ethics Guidelines: Do no harm Informed Consent
Voluntary Participation (public place exception)
Report all information accurately
No conflict of interest or dual relationships with subjects
1. Must be able to respect & protect the dignity and welfare of subjects – can’t physically or psychologically harm participants
Must have informed consent for human subjects (all risks revealed)
Participants must be aware that they are being researched if there is an assumption of privacy (watching people in a public place is fine)