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CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY:Scientific Method

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Social Psychology (PSY403)
VU
Lesson 03
CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY
Aims:
To make students understand how to conduct social psychology research using diverse methodologies.
Objectives:
1. Describe empirical research and scientific method
2. Discuss basic steps in conducting social psychology research
General Introduction of this topic spreading over six lectures
Conducting social psychology research will be complete in almost 6 lectures. Apart from discussing
characteristics of empirical research and scientific method, this section of syllabus will concentrate on un
folding basic steps involved in conducting research. Starting from selection of research problem, and
defining and explaining variables, it will concentrate on discussion about ethical issues, methods of data
collection, and various research designs. While discussing various sampling techniques, representative
sampling procedures will be stressed as an ideal. However, this will also be acknowledged through various
actual research presentations that young white college students are over-represented in much of social
research.  Correlational and experimental approaches to the study of behavior are compared, as are
laboratory and field research. Data sources, including self-report, behavioral observation, and archival are
contrasted, with a new discussion of the pros and cons of Internet data collection. Sources of bias inherent
in research are acknowledged, and this section concludes with the basic considerations of writing a
scientific research report.
What is Scientific Research?
According to Aristotle, "The secret of success is to know something nobody else knows. This seems very
appropriate as knowledge gives power and information which we obtain from research reduces uncertainty
and ambiguity
Research can be defined as "Research is the method of asking and answering a question with a set of
systematic procedures which assist researchers in avoiding biases".
Characteristics of Empirical Research
·  Well-planned
·  Controlled for errors
·  Internally and externally consistent
·  Replicable
When do you conduct research?
When do you conduct research?
The
decision
about
conducting
research
depends on the cost and
benefit
analysis.
The
Availability of Data
Benefits
following diagrams1 and 2
Time Constraints
Nature of the Decision
vs. Costs
illustrate this more clearly
·
Does the value
whether to conduct research
Is sufficient time
Is the infor-
Is the research Yes
of the research Yes
Yes
Yes
Conduct
available for
mation already
question of
information
or not:
Research
conducting
on hand
considerable
exceed the cost
research?
inadequate?
importance?
of conducting
research?
Figure 1
No
No
No
No
Do Not Conduct Research
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Social Psychology (PSY403)
VU
Figure 2
These diagrams show that the
Value Should Exceed
value of the research should
Estimated Costs
exceed the estimated Costs
involved in the research.
Costs
Social Psychology Research
Value
·Research
·  Research in social
expenditures
psychology poses
·Decreased
uncertainty
challenges not found in
·Does not add to
other sciences because the
knowledge
·Increased likelihood
behaviors of interests
of a correct decision
·Possible erroneous
aren't as tangible as the
research results
elements found in a
·Improved relations/
business/ health/
physicist's laboratory
performance
·
Compared to other
disciplines, social
psychology relies on a
wide range of creative
research methodologies, e.g., lab experiments, field studies, surveys, questionnaires, archival data
Scientific Method
Like all sciences, social psychology relies on the scientific method. After 100 years of its practice,
Scientific method is still the basis for investigation, and is different from nonscientific method "everyday
approach". For social psychologists to effectively study social behavior--be it basic or applied research--
they must carefully plan and execute their research projects (Sansone et al, 2004). In doing so, social
psychologists employ the scientific method, which consists of a set of procedures used to gather, analyze,
and interpret information in a way that reduces error and leads to dependable generalizations. The
characteristics of scientific method are as under:
·
Requires a certain level of explanation
·
Relies on empirical evidence rather than intuition: Scientific method is characterized by a reliance
on empirical procedures, rather than intuition, and by an attempt to control those factors believed
responsible for a phenomena.
·
Relies on direct observation & experimentation
Goals of Scientific Method
·  Description: Describing, classifying, cataloguing events and relationships. For example, describing
events and relationships, by using nomothetic approach and quantitative analysis. Nomothetic
approach seeks to identify the similarities rather than differences. Levine et al. (1990) desired to
investigate "Pace of life" in various cultures and countries. They decided to indicate pedestrian
walking speed and accuracy of a country's bank clocks, etc. to decide about the tempo of life of
that nation. The results showed that the citizens of Japan had the fastest pace followed by
American, while Indonesians appeared to be the slowest. Prediction
·  Prediction: Description provides basis for prediction. Prediction when assessed by by correlational
relationships can not determine the causation. Examples of making predictions can be: prediction
of later performance on the basis of early success; or "whether early deprivation can cause a
deterioration in IQ"
·  Understanding: Description and prediction are the only first steps in understanding a phenomenon.
It is achieved when causes of a phenomenon are identified. Three important conditions are essential
to understand causal inferences: time-order relationship, other explanations:
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Social Psychology (PSY403)
VU
1. Co variation of events: Understand what variables change in interaction to each other
2. Time-order relationship: (the presumed cause must occur before the presumed effect)
3. Elimination of possible explanations: Example: "active learning strategies help students
learn", other explanations could be motivation, I.Q., gender, etc.
Basic & Applied Research
Social psychologists conduct both basic and applied research. The goal in basic research is to
simply increase knowledge about social behavior, knowledge for knowledge's sake (Fiske, 2004). No
attempt is made to solve a specific social or psychological problem. In contrast, applied research is
designed to increase the understanding of and solutions to real-world problems by using current social
psychological knowledge (Maruyama, 2004) Although many social psychologists label themselves as
either basic or applied searchers, the efforts of one group often influence those of the other. Kurt Lewin
resolves this controversy of the relative importance of applied and pure research by indicating that "no
action without research, no research without action".
THE RESEARCH PROCESS
The Research Process Involves a Series of Sequential Steps:
For social psychologists to effectively study social behavior--be it basic or applied research--they
must carefully plan and execute their research projects (Sansone et al, 2004). In doing so, social
psychologists employ the scientific method. This entire process of scientific inquiry unfolds in eight basic
steps.
1.
Develop a research question & review literature
2.
Develop a research theory/ hypothesis
3.
Variables and operational definitions
4.
Choose a research design
5.
Evaluate the ethics
6.
Collect data
7.
Analyze data and form conclusions
8.
Report research results
Step 1: Develop a research Question & review literature
Research ideas do not develop in a vacuum. In selecting a topic to study, inspiration could come
from someone else's research, from an incident in the daily news, or from some personal experience in
the researcher's own life. Social psychologists generally investigate topics that have relevance to their
own lives and culture.
Once a topic has been chosen, the researcher must search the scientific literature to determine
whether prior investigations of the topic exist. The findings from these previous studies generally shape the
course of the current investigation. Today, literature searches can be vastly accelerated by using a number
of computer-based searching programs that catalog even the most recently published studies. In addition,
social psychologists can often instantly obtain unpublished articles from researchers at other universities
either through next computer networks or fax machines.
Important points in selection of question:
·
It is important to go beyond a general description of a problem by narrowing and zeroing in on
what you want to study.
·
Generate questions ­ Read theories on your topic, consider own experience, think of exceptions,
note inconsistencies in previous research
·
Scientific theory guides research by suggesting testable hypotheses.
·
A real world problem: incident/ news/ personal experience/
·
The research question usually has a relevance to researchers's culture and experience
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Social Psychology (PSY403)
VU
The research question comes from:
·  Previous research
·  Real world
Sources of Literature:
·
Books
·
Research Articles
·
Electronic databases, e.g., PsycINFO, etc.
·
Unpublished material
Reference
6. Franzoi, S.L. (2006). Social Psychology. New York: McGraw Hill. Chapter 2.
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Table of Contents:
  1. INTRODUCTION TO SOCIAL PSYCHOLOGY:Readings, Main Elements of Definitions
  2. INTRODUCTION TO SOCIAL PSYCHOLOGY:Social Psychology and Sociology
  3. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY:Scientific Method
  4. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY:Evaluate Ethics
  5. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY RESEARCH PROCESS, DESIGNS AND METHODS (CONTINUED)
  6. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY OBSERVATIONAL METHOD
  7. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY CORRELATIONAL METHOD:
  8. CONDUCTING RESEARCH IN SOCIAL PSYCHOLOGY EXPERIMENTAL METHOD
  9. THE SELF:Meta Analysis, THE INTERNET, BRAIN-IMAGING TECHNIQUES
  10. THE SELF (CONTINUED):Development of Self awareness, SELF REGULATION
  11. THE SELF (CONTINUE…….):Journal Activity, POSSIBLE HISTORICAL EFFECTS
  12. THE SELF (CONTINUE……….):SELF-SCHEMAS, SELF-COMPLEXITY
  13. PERSON PERCEPTION:Impression Formation, Facial Expressions
  14. PERSON PERCEPTION (CONTINUE…..):GENDER SOCIALIZATION, Integrating Impressions
  15. PERSON PERCEPTION: WHEN PERSON PERCEPTION IS MOST CHALLENGING
  16. ATTRIBUTION:The locus of causality, Stability & Controllability
  17. ATTRIBUTION ERRORS:Biases in Attribution, Cultural differences
  18. SOCIAL COGNITION:We are categorizing creatures, Developing Schemas
  19. SOCIAL COGNITION (CONTINUE…….):Counterfactual Thinking, Confirmation bias
  20. ATTITUDES:Affective component, Behavioral component, Cognitive component
  21. ATTITUDE FORMATION:Classical conditioning, Subliminal conditioning
  22. ATTITUDE AND BEHAVIOR:Theory of planned behavior, Attitude strength
  23. ATTITUDE CHANGE:Factors affecting dissonance, Likeability
  24. ATTITUDE CHANGE (CONTINUE……….):Attitudinal Inoculation, Audience Variables
  25. PREJUDICE AND DISCRIMINATION:Activity on Cognitive Dissonance, Categorization
  26. PREJUDICE AND DISCRIMINATION (CONTINUE……….):Religion, Stereotype threat
  27. REDUCING PREJUDICE AND DISCRIMINATION:The contact hypothesis
  28. INTERPERSONAL ATTRACTION:Reasons for affiliation, Theory of Social exchange
  29. INTERPERSONAL ATTRACTION (CONTINUE……..):Physical attractiveness
  30. INTIMATE RELATIONSHIPS:Applied Social Psychology Lab
  31. SOCIAL INFLUENCE:Attachment styles & Friendship, SOCIAL INTERACTIONS
  32. SOCIAL INFLUENCE (CONTINE………):Normative influence, Informational influence
  33. SOCIAL INFLUENCE (CONTINUE……):Crimes of Obedience, Predictions
  34. AGGRESSION:Identifying Aggression, Instrumental aggression
  35. AGGRESSION (CONTINUE……):The Cognitive-Neo-associationist Model
  36. REDUCING AGGRESSION:Punishment, Incompatible response strategy
  37. PROSOCIAL BEHAVIOR:Types of Helping, Reciprocal helping, Norm of responsibility
  38. PROSOCIAL BEHAVIOR (CONTINUE………):Bystander Intervention, Diffusion of responsibility
  39. GROUP BEHAVIOR:Applied Social Psychology Lab, Basic Features of Groups
  40. GROUP BEHAVIOR (CONTINUE…………):Social Loafing, Deindividuation
  41. up Decision GROUP BEHAVIOR (CONTINUE……….):GroProcess, Group Polarization
  42. INTERPERSONAL POWER: LEADERSHIP, The Situational Perspective, Information power
  43. SOCIAL PSYCHOLOGY APPLIED: SOCIAL PSYCHOLOGY IN COURT
  44. SOCIAL PSYCHOLOGY APPLIED: SOCIAL PSYCHOLOGY IN CLINIC
  45. FINAL REVIEW:Social Psychology and related fields, History, Social cognition