The Real World Copyright © 2008 W.W. Norton & Company, Inc. 1 Chapter 3 Studying Social Life: Sociological Research Methods

The Real WorldCopyright © 2008 W.W. Norton & Company, Inc.

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Chapter 3

Studying Social Life: Sociological Research Methods


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An Overview of Research Methods Quantitative research uses data that can easily

be converted into numbers, such as a survey or an experiment. Qualitative research involves data that cannot easily be converted to numbers, such as observation or informal interviews.


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An Overview of Research Methods (cont’d) Most sociological research uses the scientific

method, which is the standard for acquiring and verifying empirical (scientific) knowledge.


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An Overview of Research Methods (cont’d) After conducting a literature review, are

searcher forms a hypothesis (study time affects exam grade) stating a potential relationship between two or more variables (study time, exam grade).


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An Overview of Research Methods (cont’d) These variables must be clearly defined so

that they can be measured. Finally, data is collected and the hypothesis can be tested.


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Ethnographic Methods One way to collect to data is through

ethnography, a naturalistic method based on studying people in their own environment in order to understand the meanings they attribute to their activities.


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Ethnographic Methods (cont’d) Ethnography is often a two-part activity:

active participation in and observation of a naturally occurring setting, and a written account (field notes) of what goes on there.


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Ethnographic Methods (cont’d) In participant observation the researcher both

observes and becomes a member in a social setting.


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Interviews Interviews involve direct, face-to-face contact

with respondents, and often can generate large amounts of qualitative data. The researcher identifies the target population that she wishes to study, and then selects a sample of people to be interviewed from that population.


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Interviews (cont’d) A closed-ended question imposes a limit on

the possible responses: for example, “Are you for or against couples living together before they are married?”


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Interviews (cont’d) An open-ended question allows the answer to

take whatever from the respondent chooses: “What do you think about couples living together before they are married?”


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Surveys Surveys are questionnaires that are

administered to a sample of respondents selected from a target population. Survey research tends to look at large-scale social patterns and employs statistics and other mathematical means of analysis.


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Experimental Methods Experiments are formal tests of specific

variables and effects that are performed in a controlled setting where all aspects of the situation can be controlled.


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Experimental Methods (cont’d) Many experiments involve using an

experimental group, which is the part of the test group that receives the experimental treatment, and a control group, which is the part of the test group that is allowed to continue without intervention so that it can be compared with the experimental group.


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Experimental Methods (cont’d) A researcher will investigate whether an

independent variable causes changes in the dependent variable.


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Existing Sources Existing Sources refer to any data that has

already been collected by earlier researchers and is available for future research. This can include sources such as census data, newspapers, photography, and cultural artifacts. Using existing data is usually less involved than collecting original data and also gives researchers access to distant places and times.


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Issues in Sociological Research The research methods described in this

chapter are often applied outside the field of sociology. Some examples include the US Census, political campaign offices, business, and market research.


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Issues in Sociological Research (cont’d) Most sociologists believe that they should not

allow their personal beliefs to influence their research. Max Weber wrote the classic sociological statement on this issue. He coined the phrase value-free sociology, an ideal whereby researchers identify facts without allowing their own personal beliefs or biases to interfere.


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Issues in Sociological Research (cont’d) The American Sociological Association has

developed its own set of code of ethics to assist researchers avoid bias, adhere to professional standards, and protect respondents from harm.


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Issues in Sociological Research (cont’d) Most universities where research is conducted

also have an institutional review board, a group of scholars within a university who meet regularly to review and approve the research proposals of their colleagues and make recommendations for how to protect human subjects.


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Concept Quiz1. The individuals that a sociologist interviews as part

of a research project would be a part of the:

a. sample.

b. experimental group.

c. dependent variable.

d. control group.


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Concept Quiz2. The following question, “What do you think about

couples living in sin?” would be an example of a/an:

a. leading question.

b. informed question.

c. double-barreled question.

d. closed-ended question.


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Concept Quiz3. What would the independent variable be in an

experiment where a sociologist is testing whether or not watching television impacts a student’s grade on an exam?

a. the student

b. the researcher

c. the exam grade

d. the watching of television


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Concept Quiz4. Who coined the phrase “value-free sociology?”

a. Karl Marx

b. Max Weber

c. Emile Durkheim

d. W.E.B. DuBois


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Concept Quiz5. Each academic discipline has developed its own

__________ to provide guidelines for researchers to consult as they design a research project.

a. review board

b. code of ethics

c. Nuremberg code

d. research review board

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The Real World Copyright © 2008 W.W. Norton & Company, Inc. 1 Chapter 3 Studying Social Life: Sociological Research Methods