Research Methods in Sociology: Quantitative and Qualitative Approaches, Slides of Creative Thinking

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Research Methods

Damned Lies and Statistics

• Statistical Benchmarks:
• U.S. population +/- 310 million
• About 4 million babies born every year
• About 2.4 million die every year
• 1 in 4 from heart disease (1,206,374 deaths in 2004), cancer too
• Traffic accidents: 43,000 people (about 1 or 2%), breast cancer: 40,000, homicide: 17k, suicide 32k

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.

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.
• Why is the use of the scientific method so important? - What is the alternative?

An Overview of Research Methods (cont’d)

• These variables must be clearly defined so that they can be measured.
• Variables must be operationalized , that is defined in such a way that can be measured.
• Finally, data is collected and the hypothesis can be tested.

Qualitative 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.
• 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.

Qualitative Methods

• Interviews involve direct, face-to-face contact with respondents, and often can generate large amounts of qualitative data.
• As in most research, the researcher identifies the target population that she wishes to study, and then selects a sample of people to be interviewed from that population.
• Why use a sample?

Qualitative Methods (cont)

• Interviews:
  • 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?”
  • 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?”
• Why use one over the other?

Quantitative Methods (cont)

• 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.
• Used to demonstrate cause and effect
• Least commonly used method in sociology
  • How come?

Quantitative Methods (cont)

• 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.

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.

Issues in Sociological Research

• The research methods described so far are often applied outside the field of sociology.
• Some examples include the US Census, political campaign offices, business, and market research.

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.
• ASA Code of Ethics
• Why is a code of ethics necessary?

Issues in Sociological Research (cont’d)

• The case of Laud Humphreys and the Tearoom Trade
  • ‘Watchqueen’
  • License plates
  • 54% of the men were married
  • 38% were neither bisexual nor homosexual
  • Most of the men were successful, well educated, economically stable, and highly praised in the community.
  • Only 14% of the men he observed were homosexual and part of the gay community