Lesson 5: Selection and Application of appropriate research methods: VLE-Independent

Learning
Quantitative research methods: This refers to data that is collected in the form of statistics and numbers. Usually a large volume
of data is collected (quantity) so that behaviour can be measured and quantified. The data collected is usually numerical in the form of
statistics, numbers or facts/figures e.g. the height of 30 school children in cm.
Qualitative research methods: This refers to data that is collected in an in depth way (quality) e.g. interviews/observations and is
more concerned with expressing meanings and explanations. It relies less on facts and figures and more on interpretation.
Please refer to pages 699-705 in the red A2 textbook by Eysenck to help you.

Research Method and description:

Advantages: (2 points)

Laboratory Experiments:
Takes place in a controlled environment and
enables the researcher to manipulate the IV
to see the effect on the DV. Confounding
variables can also be controlled to an
extent.
Field Experiments:
Takes place in a natural setting or location
e.g. the playground. The experimenter can
control the IV (to an extent) to see the effect
on the DV.

1 High level of control over situations and

Natural Experiments:
Takes place when the experimenter cannot
control the IV as it occurs naturally. The
researcher does have some control of the
research setting but this might be limited.
Interviews:
Can involve structured, semi structured and
unstructured formats. A list of

participants
2

Cause and effect can be established

Disadvantages (2 points)
1

Low ecological validity

2 Risk of demand characteristics

1 High ecological validity and mundane

realism

1 These weaken the control of extraneous

variables which make it difficult to replicate

2 Reduced risk of demand characteristics

2 It is time consuming and costly

1 No chance of demand characteristics

1 The independent variable is not controlled

2 It is unethical- can experiment with

situations that would be wrong and
unethical to conduct
1 Can follow up interesting answersunstructured interviews provide in-depth
and rich detailed answers

2 There is no control over the allocation of

participants to groups
1 Difficult to analyse answers provided in
unstructured interviews

questions/topics are asked to participants

and responses are recorded and analysed.
Research Method and description
Correlational Analysis:
This is a technique that measures the
strength and direction of the relationship
between 2 variables. This is illustrated using
a scattergraph with correlation coefficients
ranging from -1 to +1.
Observation: (Participant/non
participant and covert/overt)

Involves examining behaviour in a natural setting

with minimal intrusion from the researcher
because it aims to observe natural behaviour.
Participants might be aware/unaware that they
are being observed.

Content Analysis:
This is a technique that analyses qualitative
data according to themes and categories
that can be tallied and then compared.

Self Report Techniques: e.g. interviews

A form of self report techniques involves
interviews which take many forms (see page
703 in red A2 textbook and list them with
examples)
Questionnaires:
Written questionnaires can be used as an
interview. Questionnaires can be
administered face to face, by post, email,

2 Participants can expand on answers and

can get
questions explained to them if they dont
understand
Advantages (2 points)
1 Predictions can be made based on the
data obtained by the 2 variables
2 Can clearly see if there is a relationship
between variables using graphs
1 In covert, there is no chance of demand
characteristics and social desirability
2 Can witness more natural behavior in
comparison to that which is displayed in a
lab setting
1 Inexpensive and in obtrusive as it does not
refuse contact with people
2 Can easily be replicated so can be
established
1 Unstructured interviews encourage
participation to be open and more can be
said
2 More detailed then data obtained from
questionnaires
1 It is less time consuming and less
expensive than interviews

2 Risk of interviewer effects

Disadvantages (2 points)
1 Cause and effect cannot be established
2 Could be influenced by confounding
variables
1 Risk of observer bias
2 Difficult to replicate

1 Subjective- purely descriptive method

2 Analysis is limited by availability of
materials

1 Difficult to analyse qualitative data

2 Interviewer effects- objective selection of
data and interpretation
1 Risk of social desirability
2 Difficult to phrase questions clearly

phone etc. It consists of a standard set of

questions that can be open or closed.
Case Studies:
An in depth study of an individual or small
group of people. Examples include Little
Albert and Genie.

2 Large amount of data can be obtained

1 Longitudinal study

1 Individual differences

2 One person studied in depth

2 Cannot generalize to the entire population