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Uriel C. Lucero M. Amber W.

GLO 3: Discuss how and why particular research methods are used at the sociocultural level of analysis. Uriel C. Lucero M. Amber W. Command Term: Discuss!!!. Offer a considered and balanced review that includes a range of arguments, factors or hypotheses.

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Uriel C. Lucero M. Amber W.

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  1. GLO 3: Discuss how and why particular research methods are used at the sociocultural level of analysis Uriel C. Lucero M. Amber W.

  2. Command Term: Discuss!!! Offer a considered and balanced review that includes a range of arguments, factors or hypotheses. Opinions or conclusions should be presented clearly and supported by appropriate evidence.

  3. Notes… • In the sociocultural LoA most research is qualitative • Majority of research is Naturalistic or “as it really is” • Early research was experimentation because this was thought to be the most scientific method

  4. Modern Research Methods • Used to collect data to develop and support theories • Research is done in environments in which behavior is most likely to take place • Trying to “see the world through the eyes of the people being studied”

  5. 1) Participant Observations • Overt: Participants know they're being observed • Covert: Participants don’t know they're being observed • Researchers immerse themselves in a social setting for an extended period or time and observe behavior

  6. Pros/Cons : Overt • Pros: -able to observe behavior of group being studied -able to “see the world through their eyes” • Cons: -must gain trust of group -must commit a significant amount of time -must develop a trusting relationship with group

  7. Pros/Cons : Covert • Pros: -can be used with groups that would be hostile toward outsiders (Hooligan Firm, drug users) -able to observe behavior of group being studied • Cons: -must gain trust of group (through deceit) -must commit a significant amount of time -must develop a trusting relationship with group and record notes in memory (leads to possible distortion of info)

  8. POP QUIZ!!! • What two types of participant observations have been discussed so far? • What makes them different?

  9. Overt Research Study • O’Reilly (2000) • Studied British exiles in Spain (specifically looked at if they were happy or not) • Found that they were quite happy and didn’t want to return to England • To find this out it was necessary to spend a lot of time with the exiles and observing them

  10. Covert Research Study • Leon Festinger et al.’s When Prophecy Fails (1956) • A religious cult believed the world would end soon • Believed they’d be saved by flying saucers • Festinger had to sneak in undetected to study them • Remained with the cult until the prophesized doomsday…..when nothing happened • Cult thought God decided to spare the world because of their prayers

  11. 2) Interviews • One of the more common ways of gathering qualitative data • Can be a few brief questions or many in-depth questions • Social skills are important when conducting an interview • Positive relationships with interviewee are also important

  12. Pros/Cons : Interviews • Pros: -great way to collect data -can be very successful with good questions and a plan for conducting the interview -can be open and casual or strict and structured • Cons: -researcher must have excellent people skills and must be very professional -requires a positive relationship and lots of time and effort -keep in mind that interviewee might not be telling the truth

  13. POP QUIZ!!! • What is important when you conduct and interview? • What kind of data is collected from interviews?

  14. Interview Research Study • Jorm, Rodgers, and Christensen (2003) • Separately Interviewed 2551 Australian adults about memory medication • Australians said they started taking the pill to enhance memory • When told that the pill didn’t seem to help memory at all, most didn’t believe the scientists • Shows principle number four (resistant to change)

  15. 3) Focus Groups • Controlled organized group discussions • VIDEO CLIP: (example of a focus group) http://www.youtube.com/watch?v=6e0Gsn4khss • Pros: -Several people interviewed at once -Specific topic and theme -focus groups make participants feel comfortable in sharing thoughts -Participants relate to other participants in group

  16. Focus Groups • Cons: -a lot of effort is needed -must be careful not to offend or make any of the participants feel uncomfortable -researchers must be very skilled in conducting focus groups just right

  17. POP QUIZ!!! • What are focus groups? • What is important when conducting a focus group?

  18. The End

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