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Ethics
Research
Methods Statistics
Sampling
Naturalistic
We are
Case Central
Observation here Variance
Study Tendency
Survey
Essential
Outline
Task 3-5:
1. Naturalistic Observation
2. Survey
3. Case Studies
Descriptive Research DESCRIBES
Naturalistic Observation
Outline
Case Studies
• Strengths:
– Takes advantage of nonreplicable situations
– You get a lot of in-depth understanding
• Weaknesses:
– Observer bias is a problem
– Can not generalize (apply your findings to other
individuals or groups)
– Can not replicate
Two most famous case studies in
psychology
Genie
Phineas Gage
The Lost Children of Rockdale
County
Case Study of a
syphilis
epidemic at a
high school in
an affluent
suburb of
Atlanta
Survey
• Strengths
– You can generate a lot of information for a fairly low
cost
– Overcomes the false consensus effect
– If you randomly sampled then you can generalize your
findings to the population from which you sampled.
Weymouth
High School
Survey
• Weaknesses
– Wording Effect
• Wording can change the results of a survey.
• Should cigarette ads be allowed on television?
• Should cigarette ads be forbid on television?
– Social Desirability Effect
• If directly asked about a sensitive subject, we may
alter our answer to what we think is socially
acceptable.
Sampling from a population
“The root of the problem is
that in real life, all scientists
ever observe are
samples. And, in real life, all
they want to know about is
populations” Nancy Darling, Ph.D.
Random Sampling
Outline
Non-response Bias