1. Chapter 1 (con’t) Psychology & Science

2. Research Method
Tool for answering questions
3 Types
Survey
Case study
Experiment

3. Research Method #1 - Surveys
Asking many individuals to answer a fixed set of questions
Advantages
Obtain information from a large group quickly
Compare answers from different groups (age, SES, culture)
Disadvantages
Responses may be influenced by
phrasing of the question
who asks the question
People may not answer truthfully

4. Research Method #2 - Case Study
In-depth analysis of a person’s thoughts, feelings, beliefs, or behaviors
Advantage
Provides rich, descriptive detail
Disadvantage
Bias & error related to testimonials

5. Testimonial
Statement in support of a particular viewpoint based on detailed observations of an individual’s personal experience
Problems with Testimonials
Biased personal beliefs
Self-fulfilling prophecy
Placebos & placebo effects

6. Statistical Procedure - Correlation
A relationship/association between 2 or more events
Advantage
Study variables as they are
Disadvantage
Can’t determine cause-and-effect relationships

7. Correlation Coefficient
Numerical measure of the strength of the relationship
2 Areas to consider
Size
ranges from 0 to +/- 1.00
Sign (positive or negative)
indicates the direction of association

8. 5 Types of Correlation Coefficients
Perfect Positive Correlation (+1.00)
Increase in 1 event is matched by an equal increase in a 2nd event
Positive Correlation
As one event tends to increase, the 2nd event tends to increase
Zero Correlation
No relationship between the occurrence of one event and the occurrence of a 2nd event
Perfect Negative Correlation (-1.00)
Increase in 1 event is matched by an equal decrease in a 2nd event
Negative Correlation
As one event tends to increase, the 2nd event tends to decrease

9. Research Method #3 - Experiment
Following rules and guidelines that minimize the possibility of error and bias in order to identify cause-and-effect relationships
Advantages
Can identify cause-and-effect relationships
Minimizes error and bias

10. Conducting Experiments - 7 Rules to Reduce Error & Bias
Rule 1: Ask a question in the form of a hypothesis
Hypothesis = educated guess
Rule 2: Identify the Independent Variable (IV) & Dependent Variable (DV)
IV = Treatment
DV = Outcome measure
Source: Long Beach, CA. United School District, versus

11. Conducting Experiments - 7 Rules to Reduce Error & Bias
Rule 3: Choose subjects who are representative of the population by using random selection
Random selection
each subject has an equal chance of being selected to participate

12. Conducting Experiments - 7 Rules to Reduce Error & Bias
Rule 4: Randomly assign subjects to experimental and control groups
Experimental group
receives the treatment
Control group
does not receive the treatment

13. Conducting Experiments - 7 Rules to Reduce Error & Bias
Rule 5: Manipulate the IV by administering the treatment to the experimental group
Double blind procedure
neither the experimenter nor the subject knows which group is receiving the treatment

14. Conducting Experiments - 7 Rules to Reduce Error & Bias
Rule 6: Measure effect of the IV on the DV
Rule 7: Analyze results using statistical procedures
Statistical procedures are used to determine whether observed differences in the DV are due to the IV or to chance

15. Placebos & Placebo Effects
Treatment that resembles medical therapy, but has no medical effects
Example
taking a sugar pill
Placebo Effect
Change in the patient’s illness that is attributable to an imagined treatment
taking a sugar pill alleviates patients’ symptoms

16. Research Method #4: Naturalistic Observation
Allows you to view psychological phenomenon in its naturally occurring environment
Researcher does not have to attempt to control or change the situation
Problem: Own biases may influence what is seen!

17. Research Concerns
Code of Ethics
Developed by APA
Specifies the researchers’ responsibilities & participants’ rights
Deception
Must satisfy the APA’s code of ethics
Sometimes used to control for subjects’ expectations
Debriefing
Explaining the purpose & method of the experiment
Answering any questions or discussing problems subjects may have with the study