From observation we can make generalizations about human nature

and behavior.

Methods of Observation•Surveys

–Target population–Samples

•Random samples•Stratified samples

–Accuracy??•Generalizing Results•Volunteer Bias

• Testing– Types

• Case-Study– In-depth (individuals or groups)– Generalization, Replication, Recollection

• Longitudinal– Change/develop over time (expense, risk?)– Cross-sectional (reliability?)

• Naturalistic Observation– Field Study

• Laboratory– Control the environment

Correlation

• Correlation is the measure of how one thing is related to another.– Positive Correlation – one goes up, so does

the other– Negative Correlation – one goes up, the other

goes down• CORRELATION does not necessarily

mean CAUSATION.

The Experimental Method• Experiments – Used by researchers to answer

questions about cause and effect.

– Variables - • Independent Variable• Dependent Variable

– Groups• Experimental Group• Control Group

– Placebo Effect– Studies

• Single-Blind• Double-Blind