RSCH 4850

Advanced
Research
Methods
Week I – August 20,
2024
Common PERSONAL EXPERTS AND IDEOLOGICAL

Alternatives EXPERIENCE AND

COMMON SENSE
AUTHORITIES BELIEFS AND
VALUES

to Social
Science
Research
POPULAR MEDIA
MESSAGES
 We often make the following five errors in our everyday
decisions, but the research process tries to reduce such
errors.
Personal Experience and Common Senses
Five errors in our everyday decisions

Why do  Overgeneralization
Research?  Selective observation
 Premature closure
 Halo effect
 False consensus
  Occurs when we have some believable evidence and
then assume that it applies to many other situations
as well.
Overgeneralizat  Generalization can be appropriate but it is limited.
ion  We can generalize a small amount of evidence to a
broader situation but only if we do so with great care.
 Unfortunately, many of us tend to generalize far
beyond what is acceptable with limited evidence.
  Selective observation is slightly different than
overgeneralization. It occurs when we take special
notice of certain people or events and then generalize
from them.
 We focus on certain people or events and then
Selective generalize from them.
Observation  Focus is on particular cases or situation, especially
when they fit preconceived idea.
 We seek out evidence to confirm what we already
believe.
  Operates with and in forces with the first two errors.
 Occurs when we feel we have the answer and no
longer need to listen, seek information or raise
questions.

Premature  We gather a small amount of evidence or look at

events for a short time and then think we have it
Closure figured out.
 We look for evidence to confirm or reject an idea and
stop after getting a small amount of evidence and
jump to conclusions.
  Occurs when we overgeneralize from what we believe
to be highly positive or prestigious.
 We give a halo to, or a positive reputation to, things
Halo Effect or people we respect.
 This halo “rubs off” on other things or people about
which we know little.
  A psychological effect documented by dozens of studies.
 It suggests that we are not good at distinguishing
between what we personally think and what we think
most other people believe.
 In short, we tend to see the views of most other people
as being similar to our own views.
False  This is not a matter of purposely conforming to and
copying a crowd perspective. Rather, most of us feel that
Consensus our own views are “normal” or “ordinary” in comparison
with others.
 Social research helps address the errors of personal
experience.
 Research standards, rules, and principles are designed to
reduce the misjudgment, bias, and distorted thinking that
frequently occurs with personal experience.
  Universalism. Regardless of who conducts research
(e.g., old or young, male or female) and of where it was
conducted (e.g., United States, France, Harvard, or
Unknown University), the research is to be judged only
on the basis of scientific merit.
Norms of
Scientific  Organized skepticism. Scientists should not accept
Community new ideas or evidence in a carefree, uncritical manner.
They should challenge and question all evidence and
subject each study to intense scrutiny. The purpose of
their criticism is not to attack the individual but to ensure
that the methods used in research can stand up to close,
careful examination.
  Disinterestedness. Scientists must be neutral, impartial,
receptive, and open to unexpected observations and new
ideas. They should not be rigidly wedded to a particular idea
or point of view. They should accept, even look for, evidence
that runs against their positions and should honestly accept
all findings based on high-quality research.
Norms of  Communalism. Scientific knowledge must be shared with
the others; it belongs to everyone. Creating scientific knowledge
is a public act, and the findings are public property, available
Scientific for all to use. The way in which the research is conducted
must be described in detail. New knowledge is not formally
Community accepted until other researchers have reviewed it and it has
been made publicly available in a special form and style.
 Honesty. This is a general cultural norm, but it is especially
strong in scientific research. Scientists demand honesty in all
research; dishonesty or cheating in scientific research is a
major taboo.
 Quantitative Qualitative
Approach Approach
 Measure objective facts
 Focus on variables  Construct social reality, cultural
Quantitati  Reliability the key factor
meaning
ve vs.  Value free
 Focus on interactive processes,
events
Qualitative  Separate theory and  Authenticity the key factor
Approache data
 Values present and explicit
 Independent of context
s  Many cases, subjects
 Theory and data fused
 Situationally constrained
 Statistical analysis
 Few cases, subjects
 Researcher detached  Thematic analysis
 Researcher involved
  For next class – research and then develop a 5 slide
powerpoint. You have 5 minutes to present – Graded
individual assignment.
 Slide I – About you: DOB, What you like, what you
dislike
 Slide II - Famous people born the month and year you
Assignmen were born
 Slide III – Local events that occurred the day, month
t and/or year you were born
 Slide IV – World events that occurred the month and
year you were born
 Slide V – What was trending the year you were born –
fashion, music, movies, etc.