1. Types of Studies Case Studies Surveys Naturalistic Observation
Correlational Studies
Experiments

2. Case Studies
Detailed analysis of a single or a few subjects (Ex. Freud’s Research)
Pros
-Greater depth
-Study things that would otherwise be impossible
Cons
-Individuals may be atypical
-Can’t Generalize!
Phineas Gage
Genie
Visual Agnosia

3. Surveys gather information on personal characteristics Pros Cons
Population
(The ENTIRE group)
Representative Sample
(Larger=Better)
Stratified Sampling
(Race, Class, Gender Proportions)
Random Selection
(Everyone has = chance)
Pros
-Can Measure attitudes, motives & opinions
-Can get lots of data
-If Sample representative, you CAN make generalizations about a population.
Cons
-Wording Effect: Wording influences Answers.
- Relies on honesty of participants.
Ex. Social Desirability: Political Correctness.
- Small response rate not representative.

4. Alfred Kinsey 350 questions on sexual history
Sexual Behavior in the Human Female (1953)
350 questions on sexual history
17,000 participants between

5. Naturalistic Observation
Observe behavior in a natural setting
Can’t impact the behavior of participants! (Otherwise a Field Experiment)
Pros
-Results have real-world significance
-Allows you to avoid ethical concerns.
Don’t have to worry about the Hawthorne Effect: Altering your behavior as result of being watched
Cons
-Only descriptive in nature
-No control
Paul Ekman
David Rosenham
Participant Observation

6. Correlational Studies
Trying to establish a relationship between 2 variables.
Helps Predict Behavior
Corelation≠Causation (Ex. Shoe Size & Intelligence)
Scatterplot 1
Shows a Negative Correlation
As one variable ↓, the other ↑
Scatterplot 2
Shows a Positive Correlation
Both Variables Move Together
Regression Line
Y’=a+bx
Closer points=stronger correlation
CC=-.63
CC=+.79
Correlational Coeffecient: Shows Strength of Correlation
Perfect Negative Correlation
No Correlation
Perfect Positive Correlation

7. Subjects should be randomly assigned to either group
Experiments
Only way to establish Causation!!!
Subjects selected (Random or Stratified) from Population.
Con: Hawthorne Effect
Limits Participant Bias
Subjects should be randomly assigned to either group
Control Group
(No Ind. Var.)
Dependent Variable
Experimental Group
(Indp. Var.)
Single-Blind: Subjects uninformed of group.
Double-Blind: Researchers also uninformed.
Can be given a placebo.
Controls for psychological effects.
Limits Experimenter Bias
The IV is what you expect to cause a change in the DV.