1. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 1 Chapter 3 Studying Social Life: Sociological Research Methods

2. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 2 An Overview of Research Methods  Quantitative research uses data that can easily be converted into numbers, such as a survey or an experiment. Qualitative research involves data that cannot easily be converted to numbers, such as observation or informal interviews.

3. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 3 An Overview of Research Methods (cont’d)  Most sociological research uses the scientific method, which is the standard for acquiring and verifying empirical (scientific) knowledge.

4. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 4 An Overview of Research Methods (cont’d)  After conducting a literature review, are searcher forms a hypothesis (study time affects exam grade) stating a potential relationship between two or more variables (study time, exam grade).

5. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 5 An Overview of Research Methods (cont’d)  These variables must be clearly defined so that they can be measured. Finally, data is collected and the hypothesis can be tested.

6. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 6 Ethnographic Methods  One way to collect to data is through ethnography, a naturalistic method based on studying people in their own environment in order to understand the meanings they attribute to their activities.

7. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 7 Ethnographic Methods (cont’d)  Ethnography is often a two-part activity: active participation in and observation of a naturally occurring setting, and a written account (field notes) of what goes on there.

8. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 8 Ethnographic Methods (cont’d)  In participant observation the researcher both observes and becomes a member in a social setting.

9. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 9 Interviews  Interviews involve direct, face-to-face contact with respondents, and often can generate large amounts of qualitative data. The researcher identifies the target population that she wishes to study, and then selects a sample of people to be interviewed from that population.

10. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 10 Interviews (cont’d)  A closed-ended question imposes a limit on the possible responses: for example, “Are you for or against couples living together before they are married?”

11. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 11 Interviews (cont’d)  An open-ended question allows the answer to take whatever from the respondent chooses: “What do you think about couples living together before they are married?”

12. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 12 Surveys  Surveys are questionnaires that are administered to a sample of respondents selected from a target population. Survey research tends to look at large-scale social patterns and employs statistics and other mathematical means of analysis.

13. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 13 Experimental Methods  Experiments are formal tests of specific variables and effects that are performed in a controlled setting where all aspects of the situation can be controlled.

14. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 14 Experimental Methods (cont’d)  Many experiments involve using an experimental group, which is the part of the test group that receives the experimental treatment, and a control group, which is the part of the test group that is allowed to continue without intervention so that it can be compared with the experimental group.

15. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 15 Experimental Methods (cont’d)  A researcher will investigate whether an independent variable causes changes in the dependent variable.

16. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 16 Existing Sources  Existing Sources refer to any data that has already been collected by earlier researchers and is available for future research. This can include sources such as census data, newspapers, photography, and cultural artifacts. Using existing data is usually less involved than collecting original data and also gives researchers access to distant places and times.

17. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 17 Issues in Sociological Research  The research methods described in this chapter are often applied outside the field of sociology. Some examples include the US Census, political campaign offices, business, and market research.

18. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 18 Issues in Sociological Research (cont’d)  Most sociologists believe that they should not allow their personal beliefs to influence their research. Max Weber wrote the classic sociological statement on this issue. He coined the phrase value-free sociology, an ideal whereby researchers identify facts without allowing their own personal beliefs or biases to interfere.

19. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 19 Issues in Sociological Research (cont’d)  The American Sociological Association has developed its own set of code of ethics to assist researchers avoid bias, adhere to professional standards, and protect respondents from harm.

20. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 20 Issues in Sociological Research (cont’d)  Most universities where research is conducted also have an institutional review board, a group of scholars within a university who meet regularly to review and approve the research proposals of their colleagues and make recommendations for how to protect human subjects.

21. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 21 Concept Quiz 1.The individuals that a sociologist interviews as part of a research project would be a part of the: a. sample. b. experimental group. c. dependent variable. d. control group.

22. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 22 Concept Quiz 2.The following question, “What do you think about couples living in sin?” would be an example of a/an: a. leading question. b. informed question. c. double-barreled question. d. closed-ended question.

23. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 23 Concept Quiz 3.What would the independent variable be in an experiment where a sociologist is testing whether or not watching television impacts a student’s grade on an exam? a. the student b. the researcher c. the exam grade d. the watching of television

24. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 24 Concept Quiz 4.Who coined the phrase “value-free sociology?” a. Karl Marx b. Max Weber c. Emile Durkheim d. W.E.B. DuBois

25. The Real World Copyright © 2008 W.W. Norton & Company, Inc. 25 Concept Quiz 5.Each academic discipline has developed its own __________ to provide guidelines for researchers to consult as they design a research project. a. review board b. code of ethics c. Nuremberg code d. research review board