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This multimedia product and its contents are protected under copyright law. The following are prohibited by law:This multimedia product and its contents are protected under copyright law. The following are prohibited by law:any public performance or display, including transmission of any image over a network;any public performance or display, including transmission of any image over a network;preparation of any derivative work, including the extraction, in whole or in part, of any images;preparation of any derivative work, including the extraction, in whole or in part, of any images;any rental, lease, or lending of the program.any rental, lease, or lending of the program.
A Down-to-Earth Approach 9/eA Down-to-Earth Approach 9/e
Chapter 5:Chapter 5:
How Sociologists How Sociologists Do ResearchDo Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 2
Macro - Broad MattersMacro - Broad Matters
Micro - Individualistic MattersMicro - Individualistic Matters
What is a Valid Sociological Topic?
What is a Valid Sociological Topic?
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 3
What Everyone Knows What Everyone Knows
May Not Be TrueMay Not Be True
Move Beyond GuessworkMove Beyond Guesswork
Common Sense and the Need for Research
Common Sense and the Need for Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 4
Selecting a TopicSelecting a Topic
Defining a ProblemDefining a Problem
Reviewing the LiteratureReviewing the Literature
Formulating a HypothesisFormulating a Hypothesis
A Research ModelA Research Model
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 5
Choosing a Research MethodChoosing a Research Method
Collecting DataCollecting Data
Analyzing ResultsAnalyzing Results
Sharing ResultsSharing Results
A Research ModelA Research Model
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 6
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 7
SurveysSurveys
Selecting a SampleSelecting a Sample
Random SampleRandom Sample
Stratified Random SampleStratified Random Sample
Asking Neutral QuestionsAsking Neutral Questions
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 8
QuestionnairesQuestionnaires
Self-AdministeredSelf-Administered
Allow the Largest SampleAllow the Largest Sample
Low CostLow Cost
Loss of Researcher ControlLoss of Researcher Control
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 9
InterviewsInterviews More Researcher ControlMore Researcher Control
Time ConsumingTime Consuming
Interviewer BiasInterviewer Bias
Structured InterviewsStructured Interviews Open-Ended QuestionsOpen-Ended Questions
Establishing RapportEstablishing Rapport
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 10
Participant Observation (Fieldwork)Participant Observation (Fieldwork)
Researcher ParticipatesResearcher Participates
Problems with GeneralizabilityProblems with Generalizability
Done for Exploratory WorkDone for Exploratory Work
Generates HypothesesGenerates Hypotheses
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 11
Secondary AnalysisSecondary Analysis
Analyze Data Collected by OthersAnalyze Data Collected by Others
Researcher Cannot Be Sure of Researcher Cannot Be Sure of
Data QualityData Quality
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 12
DocumentsDocuments
Examine Books, Newspapers, Examine Books, Newspapers,
Diaries, etc.Diaries, etc.
Limited ScopeLimited Scope
Cannot Study Topic Unless Cannot Study Topic Unless
Access is GrantedAccess is Granted
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 13
ExperimentsExperiments
Experimental GroupExperimental Group
Control GroupControl Group
Independent VariablesIndependent Variables
Dependent VariablesDependent Variables
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 14
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 15
Unobtrusive MeasuresUnobtrusive Measures
Observe People Without Observe People Without
Them KnowingThem Knowing
Question of EthicsQuestion of Ethics
Hawthorne EffectHawthorne Effect
Research MethodsResearch Methods
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 16
Available ResourcesAvailable Resources
Access to SubjectsAccess to Subjects
Purpose of ResearchPurpose of Research
Researcher’s Background and TrainingResearcher’s Background and Training
Deciding Which Method to Use
Deciding Which Method to Use
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 17
Quantitative Research MethodsQuantitative Research Methods Emphasis on Precise MeasurementEmphasis on Precise Measurement
Uses Statistics and NumbersUses Statistics and Numbers
Qualitative Research MethodsQualitative Research Methods Emphasis on Observing, Describing, and Emphasis on Observing, Describing, and
Interpreting BehaviorInterpreting Behavior
Deciding Which Method to Use
Deciding Which Method to Use
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 18
Poke into Private Areas of LivesPoke into Private Areas of Lives
Threatens Those with a StakeThreatens Those with a Stake
Controversy in Sociological Research
Controversy in Sociological Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 19
Affects Orientation and AttitudesAffects Orientation and Attitudes
Interviewer BiasInterviewer Bias
Women and Men Lead Different LivesWomen and Men Lead Different Lives
Gender in Sociological Research
Gender in Sociological Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 20
Openness, Honesty, and TruthfulnessOpenness, Honesty, and Truthfulness
Forbids Falsifying ResultsForbids Falsifying Results
Condemns PlagiarismCondemns Plagiarism
Subjects’ Informed ConsentSubjects’ Informed Consent
Subjects’ AnonymitySubjects’ Anonymity
Ethics in Sociological Research
Ethics in Sociological Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 21
Protecting Subjects: The Protecting Subjects: The
Brajuha ResearchBrajuha Research
Misleading Subjects: The Misleading Subjects: The
Humphreys ResearchHumphreys Research
Ethics in Sociological Research
Ethics in Sociological Research
Chapter 5: How Sociologists Do ResearchCopyright © Allyn & Bacon 2008 22
Neither Research nor Theory Neither Research nor Theory
can Stand Alonecan Stand Alone
Theories Must Be TestedTheories Must Be Tested
Findings Must be Explained Findings Must be Explained
with Theorywith Theory
How Research and Theory Work Together
How Research and Theory Work Together
A Down-to-Earth Approach 9/eA Down-to-Earth Approach 9/e
Chapter 5:Chapter 5:
How Sociologists How Sociologists
Do ResearchDo Research
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