Comm 88 Readings
Social research consists of the process of formulating and seeking answers to questions about the social world.
The methods of social research can be applied to investigate any curiosity, and our understanding of them can make us smarter consumers, better-informed voters, and better students
A knowledge of methods can benefit you as both a consumer and a producer of research evidence
Consuming research evidence
“Beware of Crosswalks…they’re dangerous” example about more accidents in marked crosswalks than unmarked.
Not that they’re more dangerous…but that more people used marked crosswalks and have a sense of security (less aware as they walk) than unmarked (usually very cautious)
Producing research evidence
We are gatherers and producers of research evidence
We manufacture evidence every time we seek out others’ opinions about some issue, attempt to estimate the prevailing opinion within a particular group, or draw conclusions about persons and events on the bases of our own observations
Trustworthiness of your information will depend on:
# of opinions solicited consistency of those opinions whether your informants’ opinions are formed and solicited independently of one another how you pose the question when asking for opinions about professors x and y
Methodological approaches to the social world
4 principle research strategies for understanding the social world: experiments surveys field research use of available data
An Experimental Answer
Experiments frequently offer the best approach for investigating the causes of phenomena
An Answer from Survey Research
Survey research involves the administration of questionnaires or interviews to relatively large groups of people
One purpose: to describe the frequency of certain characteristics among groups or populations
Key feature: information is collected from part of a group to make generalizations about the whole group
But, such generalizations are hazardous unless
The methods of social research can be applied to investigate any curiosity, and our understanding of them can make us smarter consumers, better-informed voters, and better students
A knowledge of methods can benefit you as both a consumer and a producer of research evidence
Consuming research evidence
“Beware of Crosswalks…they’re dangerous” example about more accidents in marked crosswalks than unmarked.
Not that they’re more dangerous…but that more people used marked crosswalks and have a sense of security (less aware as they walk) than unmarked (usually very cautious)
Producing research evidence
We are gatherers and producers of research evidence
We manufacture evidence every time we seek out others’ opinions about some issue, attempt to estimate the prevailing opinion within a particular group, or draw conclusions about persons and events on the bases of our own observations
Trustworthiness of your information will depend on:
# of opinions solicited consistency of those opinions whether your informants’ opinions are formed and solicited independently of one another how you pose the question when asking for opinions about professors x and y
Methodological approaches to the social world
4 principle research strategies for understanding the social world: experiments surveys field research use of available data
An Experimental Answer
Experiments frequently offer the best approach for investigating the causes of phenomena
An Answer from Survey Research
Survey research involves the administration of questionnaires or interviews to relatively large groups of people
One purpose: to describe the frequency of certain characteristics among groups or populations
Key feature: information is collected from part of a group to make generalizations about the whole group
But, such generalizations are hazardous unless