Research Methods Quiz

PDF page 53: As a research method, a survey collects data from subjects who respond to a series of questions about behaviors and opinions, often in the form of a questionnaire or an interview. The survey is one of the most widely used scientific research methods. The standard survey format allows individuals a level of anonymity in which they can express personal ideas.

PDF page 53: At some point, most people in the United States respond to some type of survey. The 2020 U.S. Census is an excellent example of a large-scale survey intended to gather sociological data. Since 1790, United States has conducted a survey consisting of six questions to received demographical data pertaining to residents. The questions pertain to the demographics of the residents who live in the United States. Currently, the Census is received by residents in the United Stated and five territories and consists of 12 questions.

PDF page 53: Not all surveys are considered sociological research, however, and many surveys people commonly encounter focus on identifying marketing needs and strategies rather than testing a hypothesis or contributing to social science knowledge. Questions such as, “How many hot dogs do you eat in a month?” or “Were the staff helpful?” are not usually designed as scientific research. The Nielsen Ratings determine the popularity of television programming through scientific market research. However, polls conducted by television programs such as American Idol or So You Think You Can Dance cannot be generalized, because they are administered to an unrepresentative population, a specific show’s audience. You might receive polls through your cell phones or emails, from grocery stores, restaurants, and retail stores. They often provide you incentives for completing

PDF page 54: A survey targets a specific population, people who are the focus of a study, such as college athletes, international students, or teenagers living with type 1 (juvenile-onset) diabetes. Most researchers choose to survey a small sector of the population, or a sample, a manageable number of subjects who represent a larger population. The success of a study depends on how well a population is represented by the sample. In a random sample, every person in a population has the same chance of being chosen for the study. As a result, a Gallup Poll, if conducted as a nationwide random sampling, should be able to provide an accurate estimate of public opinion whether it contacts 2,000 or 10,000 people. After selecting subjects, the researcher develops a specific plan to ask questions and record responses. It is important to inform subjects of the nature and purpose of the survey up front. If they agree to participate, researchers thank subjects and offer them a chance to see the results of the study if they are interested. The researcher presents the subjects with an instrument, which is a means of gathering the information.

PDF page 54: A survey targets a specific population, people who are the focus of a study, such as college athletes, international students, or teenagers living with type 1 (juvenile-onset) diabetes. Most researchers choose to survey a small sector of the population, or a sample, a manageable number of subjects who represent a larger population. The success of a study depends on how well a population is represented by the sample. In a random sample, every person in a population has the same chance of being chosen for the study. As a result, a Gallup Poll, if conducted as a nationwide random sampling, should be able to provide an accurate estimate of public opinion whether it contacts 2,000 or 10,000 people. After selecting subjects, the researcher develops a specific plan to ask questions and record responses. It is important to inform subjects of the nature and purpose of the survey up front. If they agree to participate, researchers thank subjects and offer them a chance to see the results of the study if they are interested. The researcher presents the subjects with an instrument, which is a means of gathering the information.

PDF page 54: A common instrument is a questionnaire. Subjects often answer a series of closed-ended questions. The researcher might ask yes-or-no or multiple-choice questions, allowing subjects to choose possible responses to each question. This kind of questionnaire collects quantitative data—data in numerical form that can be counted and statistically analyzed. Just count up the number of “yes” and “no” responses or correct answers, and chart them into percentages. Questionnaires can also ask more complex questions with more complex answers—beyond “yes,” “no,” or checkbox options. These types of inquiries use open-ended questions that require short essay responses. Participants willing to take the time to write those answers might convey personal religious beliefs, political views, goals, or morals. The answers are subjective and vary from person to person. How do plan to use your college education? Some topics that investigate internal thought processes are impossible to observe directly and are difficult to discuss honestly in a public forum. People are more likely to share honest answers if they can respond to questions anonymously. This type of personal explanation is qualitative data—conveyed through words. Qualitative information is harder to organize and tabulate. The researcher will end up with a wide range of

PDF page 54: A common instrument is a questionnaire. Subjects often answer a series of closed-ended questions. The researcher might ask yes-or-no or multiple-choice questions, allowing subjects to choose possible responses to each question. This kind of questionnaire collects quantitative data—data in numerical form that can be counted and statistically analyzed. Just count up the number of “yes” and “no” responses or correct answers, and chart them into percentages. Questionnaires can also ask more complex questions with more complex answers—beyond “yes,” “no,” or checkbox options. These types of inquiries use open-ended questions that require short essay responses. Participants willing to take the time to write those answers might convey personal religious beliefs, political views, goals, or morals. The answers are subjective and vary from person to person. How do plan to use your college education? Some topics that investigate internal thought processes are impossible to observe directly and are difficult to discuss honestly in a public forum. People are more likely to share honest answers if they can respond to questions anonymously. This type of personal explanation is qualitative data—conveyed through words. Qualitative information is harder to organize and tabulate. The researcher will end up with a wide range of

PDF page 55: responses, some of which may be surprising. The benefit of written opinions, though, is the wealth of in-depth material that they provide. An interview is a one-on-one conversation between the researcher and the subject, and it is a way of conducting surveys on a topic. However, participants are free to respond as they wish, without being limited by predetermined choices. In the back-and-forth conversation of an interview, a researcher can ask for clarification, spend more time on a subtopic, or ask additional questions. In an interview, a subject will ideally feel free to open up and answer questions that are often complex. There are no right or wrong answers. The subject might not even know how to answer the questions honestly.

PDF page 55: The work of sociology rarely happens in limited, confined spaces. Rather, sociologists go out into the world. They meet subjects where they live, work, and play. Field research refers to gathering primary data from a natural environment. To conduct field research, the sociologist must be willing to step into new environments and observe, participate, or experience those worlds. In field work, the sociologists, rather than the subjects, are the ones out of their element.

PDF page 56: their natural environments. (Credit: IMLS Digital Collections and Content/flickr) While field research often begins in a specific setting, the study’s purpose is to observe specific behaviors in that setting. Field work is optimal for observing how people think and behave. It seeks to understand why they behave that way. However, researchers may struggle to narrow down cause and effect when there are so many variables floating around in a natural environment. And while field research looks for correlation, its small sample size does not allow for establishing a causal relationship between two variables. Indeed, much of the data gathered in sociology do not identify a cause and effect but a correlation.

PDF page 57: Rothman had conducted a form of study called participant observation, in which researchers join people and participate in a group’s routine activities for the purpose of observing them within that context. This method lets researchers experience a specific aspect of social life. A researcher might go to great lengths to get a firsthand look into a trend, institution, or behavior. A researcher might work as a waitress in a diner, live as a homeless person for several weeks, or ride along with police officers as they patrol their regular beat. Often, these researchers try to blend in seamlessly with the population they study, and they may not disclose their true identity or purpose if they feel it would compromise the results of their research.

PDF page 59: contacts, networking, or applying for a job. Once inside a group, some researchers spend months or even years pretending to be one of the people they are observing. However, as observers, they cannot get too involved. They must keep their purpose in mind and apply the sociological perspective. That way, they illuminate social patterns that are often unrecognized. Because information gathered during participant observation is mostly qualitative, rather than quantitative, the end results are often descriptive or interpretive. The researcher might present findings in an article or book and describe what he or she witnessed and experienced. This type of research is what journalist Barbara Ehrenreich conducted for her book Nickel and Dimed. One day over lunch with her editor, Ehrenreich mentioned an idea. How can people exist on minimum-wage work? How do low-income workers get by? she wondered. Someone should do a study. To her surprise, her editor responded, Why don’t you do it? That’s how Ehrenreich found herself joining the ranks of the working class. For several months, she left her comfortable home and lived and worked among people who lacked, for the most part, higher education and marketable job skills. Undercover, she applied for and worked minimum wage jobs as a waitress, a cleaning woman, a nursing home aide, and a retail chain employee. During her participant observation, she used only her income from those jobs to pay for food, clothing, transportation, and shelter.

PDF page 59: The book she wrote upon her return to her real life as a well-paid writer, has been widely read and used in many college classrooms.