1. Basic Concepts in Social Science Research
A goal of sociological research is to discover the similarities, differences, patterns, and trends of a given population.

2. Vocabulary Subjects Respondents Sample Generalize Random Sample
Reliability
Validity

3. Quantitative vs Qualitative
Quantitative Research
information collected from respondents is converted into numbers (hint: quantity)
Qualitative Research
information collected from respondents take the form of verbal descriptions or direct observations of events.

4. Conducting Research Form a Research question Form a Hypothesis
Pick a behavior
Form a Hypothesis
Educated guess
Test the Hypothesis
Methodology
Analyze Results
Draw Conclusions
New Questions (conclusion)

5. Survey, Samples and Populations
Survey Methods
Populations and Samples
Selecting Samples
Generalizing results
Volunteer bias

6. Populations and Samples
Target
Sampling Methods
Random
Stratified
Cluster

7. Survey Methods Questionaire (Surveys) Interviews Problems:
List of questions with choice of responses
By telephone or in person
(Quanitiative)
Interviews
More in-depth questioning
(Quallitative)
Problems:
May get inaccurate info

8. Disadvantages of survey research
Volunteer bias occurs when a sample of volunteers is not representative of the general population. Subjects who are willing to talk about certain topics may answer surveys differently than those who are not willing to talk.
Interviewer bias occurs when an interviewer's expectations or insignificant gestures (for example, frowning or smiling) inadvertently influence a subject's responses one way or the other.
Distortion occurs when a subject does not respond to questions honestly.

9. Generalizing results Hard to generalize to larger population
Look for patterns
Look for ‘general’ trends in behavior
BEWARE STEREOTYPING!!!
A stereotype is a popular belief about specific types of individuals. The concepts of "stereotype" and "prejudice" are often confused with many other different meanings. Stereotypes are standardized and simplified conceptions of groups based on some prior assumptions.

10. Observational research has limitations, however.
Subject bias is common, because volunteer subjects may not be representative of the general public.
Individuals who agree to observation and monitoring may function differently than those who do not.
They may also function differently in a laboratory setting than they do in other settings.

11. Analyzing Observations
Positive and Negative correlations
A correlation is a relationship between two variables (or “factors that change”) on.
These factors can be characteristics, attitudes, behaviors, or events.
Correlational research attempts to determine if a relationship exists between the two variables, and the degree of that relationship.
Limits or correlation
Don’t confuse correlation with causation
Correlational data do not indicate cause-and-effect relationships. When a correlation exists, changes in the value of one variable reflect changes in the value of the other
The correlation does not imply that one variable causes the other, only that both variables somehow relate to one another.

12. Ethical Issues Research with people Research with Animals
Confidentiality
Informed consent
Deception
Research with Animals
Ethics in Using Data