Onderzoeksmethoden: ethiek & theorie
H1 Introduction to Research
Purpose beh research: incr understanding beh & provide methods for improving quality of lives.
Guide court rulings on racism & sexism. Also used in improvement educational system.
Also provides important info which complements other scientific approaches.
Beh Research
Goal of beh research: discover how people perceive world, how they think & feel, how hey change
over time, how they learn & make decisions, how they interact. Understand beh & find solutions to
problems.
Statements by social scientists are empirical & data collected through formal observation or
measurement.
Everyday Science Versus Empirical Research
Everyday research projects can teach us many principles of human beh. Learn through experience.
Much beh research involves scientific study of everyday beh.
Many people believe they can find answers to questions about beh using own intuition. Many believe
that beh research is ‘common sense’ & formal study not necessary. People not always particularly
thorough. When expl seems to make sense, adopt expl as truth.
Cognitive & motivational biases frequently bias our perceptions & lead us to draw erroneous
conclusions.
Intuition may infl once we learn outcome of given event, believe we would been able to predict
outcome ahead of time. Reading description of research findings leads to think of many cases that
support it and make it seem believable. Hindsight bias = tendency to think we could have predicted
something we couldn’t have predicted.
The Scientific Method
Scientific method: set of assumptions, rules & procedures that scientists use to conduct research.
Procedures objective or free from personal bias or emotions of scientists. Other scientists can draw
on conclusion of objective results. Designed to replicate. Accumulation of scientific knowledge.
Values Versus Facts in Scientific Research
Values = personal statements.
Facts = objective statements determined to be accurate through empirical study.
Beh research can provide facts that can help people develop their values.
Research to help distinguish facts from values. But not always clear-cut. Can happen seen as fact, but
turns out data can be interpreted differently.
Measures used by beh scientists often appear less sophisticated than those used in other sciences.
Many people think beh science research doesn’t appear to be scientific.
But same procedures followed as in other sciences.
Goal of science to make clear which parts of research are objective and which parts not. Make
decisions about what to study.
Research report: document that presents scientific findings using standardized written format.
Results & discussion should be objective.
Basic and Applied Research
Basic research: answers fundamental questions about beh.
1
, Onderzoeksmethoden: ethiek & theorie
Applied research: investigates issues that have implications for everyday life & provide solutions to
everyday problems.
Program evaluation research: study effectiveness of methods designed to make positive
social changes. Training programs, antiprejudice programs, after-school learning programs.
Distinction between basic & applied not always clear-cut. Basic research provides underlying
principles that can be used to solve specific problems. Applied research gives ideas for kinds of topic
that basic research can study.
The Importance of Studying Research Methods
Evaluating research reports: quality.
Conducting research.
Thinking critically about research.
Research Designs: Three Approaches to Studying Beh
Research design: specific method used to collect, analyze & interpret data.
Descriptive research: snapshot of thoughts, feelings, beh at given place/time.
Surveys/interviews: describe.
Naturalistic observation: everyday events.
Qualitative research: descriptive research focused on observing & describing events. Capturing all
richness of everyday beh. No statistical analysis, more subjective.
Quantitative research: descriptive research, more formal measures. Questionnaires, systematic
observation. Subjected to statistical analysis.
Advantage descriptive research: attempts to capture complexity of everyday beh. Complete
understanding of what is currently happening.
Disadvantage: limited to providing static pictures.
Correlational research: measurement of ≥2 variables & assessment of relsh between or among those
variables. Goal to uncover variables that show systematic relsh w/ each other.
Pearson product-moment correlation coefficient = r. Strength & direction.
Predicting future events from currently available knowledge.
Advantage correlational research: can be used to assess beh as it occurs in everyday life.
Disadvantage: can’t be used to identify causal relsh among variables. Is possible that there’s another
expl for correlation.
Experimental research: creation or manipulation of given situation or exp for ≥2 groups, followed by
measurement of effect of those exp on thoughts, feelings, beh.
Advantage experimental research: draw conclusions about causal relsh.
Disadvantage: cannot be used to study most important social questions, because cannot be
manipulated or not ethical.
Combining them is effective: more back-up in drawing conclusions = converging operations.
Current Research in the Beh Sciences: Preferences for Brands That Contain the Letters of
Our Own Name
Prefer brand names that contain letters of won name to brand names that don’t contain letters
name. 90% thought picked because on basis of product itself. Choose own name 64% of times.
H2 Developing the Research Hypothesis
Getting Ideas
2
H1 Introduction to Research
Purpose beh research: incr understanding beh & provide methods for improving quality of lives.
Guide court rulings on racism & sexism. Also used in improvement educational system.
Also provides important info which complements other scientific approaches.
Beh Research
Goal of beh research: discover how people perceive world, how they think & feel, how hey change
over time, how they learn & make decisions, how they interact. Understand beh & find solutions to
problems.
Statements by social scientists are empirical & data collected through formal observation or
measurement.
Everyday Science Versus Empirical Research
Everyday research projects can teach us many principles of human beh. Learn through experience.
Much beh research involves scientific study of everyday beh.
Many people believe they can find answers to questions about beh using own intuition. Many believe
that beh research is ‘common sense’ & formal study not necessary. People not always particularly
thorough. When expl seems to make sense, adopt expl as truth.
Cognitive & motivational biases frequently bias our perceptions & lead us to draw erroneous
conclusions.
Intuition may infl once we learn outcome of given event, believe we would been able to predict
outcome ahead of time. Reading description of research findings leads to think of many cases that
support it and make it seem believable. Hindsight bias = tendency to think we could have predicted
something we couldn’t have predicted.
The Scientific Method
Scientific method: set of assumptions, rules & procedures that scientists use to conduct research.
Procedures objective or free from personal bias or emotions of scientists. Other scientists can draw
on conclusion of objective results. Designed to replicate. Accumulation of scientific knowledge.
Values Versus Facts in Scientific Research
Values = personal statements.
Facts = objective statements determined to be accurate through empirical study.
Beh research can provide facts that can help people develop their values.
Research to help distinguish facts from values. But not always clear-cut. Can happen seen as fact, but
turns out data can be interpreted differently.
Measures used by beh scientists often appear less sophisticated than those used in other sciences.
Many people think beh science research doesn’t appear to be scientific.
But same procedures followed as in other sciences.
Goal of science to make clear which parts of research are objective and which parts not. Make
decisions about what to study.
Research report: document that presents scientific findings using standardized written format.
Results & discussion should be objective.
Basic and Applied Research
Basic research: answers fundamental questions about beh.
1
, Onderzoeksmethoden: ethiek & theorie
Applied research: investigates issues that have implications for everyday life & provide solutions to
everyday problems.
Program evaluation research: study effectiveness of methods designed to make positive
social changes. Training programs, antiprejudice programs, after-school learning programs.
Distinction between basic & applied not always clear-cut. Basic research provides underlying
principles that can be used to solve specific problems. Applied research gives ideas for kinds of topic
that basic research can study.
The Importance of Studying Research Methods
Evaluating research reports: quality.
Conducting research.
Thinking critically about research.
Research Designs: Three Approaches to Studying Beh
Research design: specific method used to collect, analyze & interpret data.
Descriptive research: snapshot of thoughts, feelings, beh at given place/time.
Surveys/interviews: describe.
Naturalistic observation: everyday events.
Qualitative research: descriptive research focused on observing & describing events. Capturing all
richness of everyday beh. No statistical analysis, more subjective.
Quantitative research: descriptive research, more formal measures. Questionnaires, systematic
observation. Subjected to statistical analysis.
Advantage descriptive research: attempts to capture complexity of everyday beh. Complete
understanding of what is currently happening.
Disadvantage: limited to providing static pictures.
Correlational research: measurement of ≥2 variables & assessment of relsh between or among those
variables. Goal to uncover variables that show systematic relsh w/ each other.
Pearson product-moment correlation coefficient = r. Strength & direction.
Predicting future events from currently available knowledge.
Advantage correlational research: can be used to assess beh as it occurs in everyday life.
Disadvantage: can’t be used to identify causal relsh among variables. Is possible that there’s another
expl for correlation.
Experimental research: creation or manipulation of given situation or exp for ≥2 groups, followed by
measurement of effect of those exp on thoughts, feelings, beh.
Advantage experimental research: draw conclusions about causal relsh.
Disadvantage: cannot be used to study most important social questions, because cannot be
manipulated or not ethical.
Combining them is effective: more back-up in drawing conclusions = converging operations.
Current Research in the Beh Sciences: Preferences for Brands That Contain the Letters of
Our Own Name
Prefer brand names that contain letters of won name to brand names that don’t contain letters
name. 90% thought picked because on basis of product itself. Choose own name 64% of times.
H2 Developing the Research Hypothesis
Getting Ideas
2
