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Chapter 3
Studying Social
Life: Sociological
Research Methods
1
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
An Overview of Research Methods

2
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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
An Overview of Research Methods
(cont’d)

3
Most sociological research uses the scientific
method, which is the standard for acquiring
and verifying empirical (scientific)
knowledge.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
An Overview of Research Methods
(cont’d)

4
After conducting a literature review, are
searcher forms a hypothesis (study time
affects exam grade) stating a potential
relationship between two or more variables
(study time, exam grade).
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
An Overview of Research Methods
(cont’d)

5
These variables must be clearly defined so
that they can be measured. Finally, data is
collected and the hypothesis can be tested.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Ethnographic Methods

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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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Ethnographic Methods (cont’d)

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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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Ethnographic Methods (cont’d)

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In participant observation the researcher both
observes and becomes a member in a social
setting.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Interviews

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Interviews involve direct, face-to-face contact
with respondents, and often can generate large
amounts of qualitative data. The researcher
identifies the target population that she
wishes to study, and then selects a sample of
people to be interviewed from that population.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Interviews (cont’d)

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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?”
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Interviews (cont’d)

11
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?”
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Surveys

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Surveys are questionnaires that are
administered to a sample of respondents
selected from a target population. Survey
research tends to look at large-scale social
patterns and employs statistics and other
mathematical means of analysis.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Experimental Methods

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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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Experimental Methods (cont’d)

14
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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Experimental Methods (cont’d)

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A researcher will investigate whether an
independent variable causes changes in the
dependent variable.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Existing Sources

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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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Issues in Sociological Research

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The research methods described in this
chapter are often applied outside the field of
sociology. Some examples include the US
Census, political campaign offices, business,
and market research.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Issues in Sociological Research
(cont’d)

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Most sociologists believe that they should not
allow their personal beliefs to influence their
research. Max Weber wrote the classic
sociological statement on this issue. He
coined the phrase value-free sociology, an
ideal whereby researchers identify facts
without allowing their own personal beliefs or
biases to interfere.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Issues in Sociological Research
(cont’d)

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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.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Issues in Sociological Research
(cont’d)

20
Most universities where research is conducted
also have an institutional review board, a
group of scholars within a university who
meet regularly to review and approve the
research proposals of their colleagues and
make recommendations for how to protect
human subjects.
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Concept Quiz
1. The individuals that a sociologist interviews as part
of a research project would be a part of the:
a. sample.
b. experimental group.
c. dependent variable.
d. control group.
21
The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Concept Quiz
2. The following question, “What do you think about
couples living in sin?” would be an example of a/an:
a. leading question.
b. informed question.
c. double-barreled question.
d. closed-ended question.
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The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Concept Quiz
3. What would the independent variable be in an
experiment where a sociologist is testing whether or
not watching television impacts a student’s grade on
an exam?
a. the student
b. the researcher
c. the exam grade
d. the watching of television
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The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Concept Quiz
4. Who coined the phrase “value-free sociology?”
a. Karl Marx
b. Max Weber
c. Emile Durkheim
d. W.E.B. DuBois
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The Real World
Copyright © 2008 W.W. Norton & Company, Inc.
Concept Quiz
5. Each academic discipline has developed its own
__________ to provide guidelines for researchers to
consult as they design a research project.
a. review board
b. code of ethics
c. Nuremberg code
d. research review board
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The Real World
Copyright © 2008 W.W. Norton & Company, Inc.