Sociology 201: Social Research Design

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1 Sociology 201: Social Research Design 29. Review of the Course 1

2 Experiments Review deductive model--"traditional" model Theory Hypothesis Operationalization Hypothesis-testing Vitamin C preventing colds 2

3 The Classical Experiment Dependent variable [Prejudice against women] Independent variable [Experiencing a successful woman] Experimental and control groups Randomization Matching Pre-testing and post-testing Double-blind design 3

4 Problems of Internal Invalidity History Something may happen in the outside world Maturation May get tired, bored, wiser, older, etc. Testing Hawthorne Effect Instrumentation Pre- and post- measurements may not be comparable Statistical regression Naturally drift away from extremes Selection biases Control not comparable Experimental mortality People drop out Causal time-order Diffusion or imitation of treatments Contamination Compensation Feel sorry for controls Compensatory rivalry Controls may work harder Demoralization Controls may give up 4

5 Problems of External Invalidity (generalizability to real world) Interaction of Selection and Treatment Generalize beyond the kind of people studied? Interaction between Testing Situation and Treatment eg, maybe the film only works when subjects under scrutiny Interaction of History and Treatment Would historical events disrupt the cause-effect? 5

6 Solomon Four-Group Design Experimental Group Control Group Experimental Group Control Group (DV) Pre-test (IV) Stimulus (DV) Post-test Let s assume DV is prejudice 6

7 Natural Experiments Place an experimental template over naturally occurring events Three Mile Island Saturation Bombing 7

8 Survey Research Intro to survey research Ancient Polls Census 8

9 Question Construction Remember rules for good questions Contingency questions Matrix questions Be sure categories are appropriate Write clear questions No negative terms Avoid biased terms No double-barreled questions Yadda-yadda-yadda 9

10 Self-administered questionnaires Stimulus-response assumption Methods of distribution Response rates lower Good for sensitive issues 10

11 Interview Surveys The role of the interviewer General rules for interviewing Appearance and demeanor Familiarity with questionnaire Follow question wording exactly Record responses exactly Probing for responses 11

12 Telephone Surveys History Not highly thought of at first Hh expenses and refusals up Now quite respectable CATI Computer Assisted Telephone Interviewing Random-digit dialing 12

13 Secondary Analysis and Data Archives Can reanalyze data collected for some other purpose Data libraries Now can get data over the Web 13

14 Field Research Go where the action is and observe it A form of qualitative research Quantitative and Qualitative data Quantitative = numerical Coding qualitative data 14

15 Advantages of quantitative Specificity Replicability Generalizability 15

16 Advantages of qualitative Flexibility Degree of depth Gestalt 16

17 Some techniques of field research Sampling Note-taking Analyzing observations Impact of computers Obviously important to quantitative Many uses for qualitative 17

18 Roles of the Researcher Complete participant Complete observer Recall earlier discussions of the impact of the observer Hawthorne effect Hadley Cantril surveys on WWII Recall discussion of when opinions are formed? Point is that observer's impact is inevitable Can affect the action as discussed above What you look for is subjective What you see is subjective Your interpretations are subjective Don't underestimate power of paradigm 18

19 Unobtrusive research Existing statistics Sources of data Problems of validity and reliability Content analysis Variety of recorded communications Sampling (what s the unit of analysis?) Coding: manifest and/or latent content Strengths and weaknesses Historical/comparative Old research technique: Weber, Marx, many others Inexpensive and available to students History of the History of Chapman 19

20 Evaluation research Determine the effectiveness of interventions Notice that we often don t do it When we do it, we often don t implement results Administrative and political complications 20

21 Examples: Drivers Education Cost of living research Capital punishment 21

22 What is the M word? Measurement

23 Thank you for being in the course Good luck on all your exams. 23

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