sociology research methods

a type of survey where a responder answers questions on a form. 

most questions are closed but one or two will be open.

closed question - has a set of answers to choose from. generates quantitative data. easy to analyze and compare.

open question - has space for the respondent to write freely. generates qualitative data. harder to proses. allows the researcher to gain more detail and incite. 

this is used to study the content of the mass media.

the data can be qualitative or quantitative. 

the most common form of content analysis is when a researcher counts how many times something happens. 

eg: if they wanted to find out about representation of black woman in media, they could count how many times a black woman appears on a show, how many times she is talked over, how many shots she is shown as listening rather than talking etc...

observation is used to focus on how individuals or groups behave and interact.

the data is usually qualitative.

covert observation - observation is done with the knowledge of the group

overt observation - observation done without the knowledge of the group.

participant observation - when a researcher joins the group and immerses themself in the culture while observing.

the researcher joins a group and emerges themselves in there culture to study it. 

he researcher will record the everyday life of the group for and extended period of time.

it could be overt or covert 

participant observation is when a researcher joins a group and records everything without the group knowing. his is useful for avoiding the hawthorn effect. sometimes it is the only way to observe criminal activities.

gatekeeper: a person on the inside of the observed group who will introduce the researcher to the rest of the group. 

ethical issues:

covert observation of any kind is in direct breach of the ethical guidelines that most researchers follow. 

because the group being observed never know that they are part of a study, they do not get the opportunity to give, withhold or withdraw consent. 

it is also dangerous for the researcher and the gatekeeper, most covert PO's are done because the group would not have consented to be observed in the first place, this means that if the researchers cover was blown they could be in deep trouble.

the researcher is open about their presence in the group they are researching. they have been given permission to research the group

sponsor - an individual (usually high in status within the group) who will lessen hostility towards the researcher.

pros

• less ethical issues because the group know they are being observed
• the group are being observed in their "natural setting"
• as the group know about the researcher, problems of 'going native' are avoided. 

cons

• there is a possibility of the hawthorn effect.
• hard to replicate
• the researcher will be less involved in the group and probably understand less of there perspective. 

pros

• quick and cheap
• accessible 
• wide range of responders 
• good for statistics 
• easy to compare
• anonymous
• can be easily replicated to hack reliability 

cons

• low response rate
• not always completed fully 
• closed questions are not as inciteful
• could be completed wrong due to lack of superstition

pros

• the interviewer can explain questions in necessary
• standardised questions mean answers can be compared
• easily replicated to check the validity
• much higher response rate than questionnaires
• allows the interviewer to focus on issues brought up by the responder
• the responder may feel better sharing personal info if they like the interviewer 

cons

• respondents have little opportunity to raise new issues
• responders may only give answers they feel makes them look good
• the interviewer may (unintendedly) influence the responder
• takes time
• small sample size 

pros

• cheep
• there is lots of data to be gathered
• you can compare time differences and generations
• generates statistics
• can be used to identify the impacts of media on the population. 

cons

• media could be biased based on the researcher's own history
• data is generally quantitative so dose not provide explanations
• deciding how to categorise findings can be subjective and undermines the validity of the study.

pros

• the interviewer can gather a wide range of views and opinions
• participants can be asked to do one on one interviews at a later time
• some may find it easier to talk in a group setting

cons

• the researcher can't guarantee confidentiality 
• the interviewer muck encourage everyone to talk
• some may be intimidated by a group and not wan to participate 

the hawthorn effect describes when the group being observed changes there behaviour because they are being observed 

it can really mess up tests and observations. 

this is one of the reasons why a researcher might choose to do a covert observation to reduce the risks of warped results.

there was a test to see if different lighting would increase productivity and they found that everything they changed increased productivity, even diming the lights or having multi colours, it was then that the researcher realized that they were only being more productive because they were being watched.

pros

• removes the risk of hawthorn effect
• often the only option for 'hard to reach groups'

cons

• time-consuming
• can be expensive, depending on the nature of the group.
• very difficult
• the researcher may have to be involved in criminal or dangerous activitys, so as not to arouse suspicion
• the researcher must be a good actor
• there is a risk of developing close bonds  with members of  the group that will need to be broken
• the problem of 'going native'
• hard to replicate and therefore unreliable.

pros

• because the amount of interaction is reduced, so is the risk of hawthorn effect.
• it is easier to record information if you are not taking part in it.
• the researcher will be less emotionally connected to the group, reducing the risk of becoming attached 

cons

• even though it is reduced, hawthorn effect is still a risk
• you do not gain as much information and incite as you would if you were participating.