STEPS IN SOCIAL SCIENCE

RESEARCH
• Select a problem to study
• Review existing literature & theory
• State hypothesis or research question
• Determine appropriate methods & design
• Collect data
• Analyze & interpret data
• Present results
• Draw conclusions
• Replication
CHOOSE A TOPIC THAT YOU
LIKE

Places to get ideas

1. Academic journals
2. Professional publications
3. Research abstracts
4. Popular newspapers & magazines
5. Computer searches
6. Everyday life
 QUESTIONS TO ASK

Is it significant?
Is it too broad?
Can the topic be investigated?
Can the results be generalized?
What are the costs and time involved?
Are the data susceptible to analysis?
Is the method appropriate for the subject?
Is there any potential harm to subjects?
LITERATURE REVIEW

Purpose:
• To get a topic
• Better define a problem
• Get further understanding of the topic
• Eliminate duplication/redundant effort
• Point out fruitful area of research
• Formulate hypothesis
• Refine research technique & design
 TRADITIONAL RESEARCH
METHODS

1. Surveys

• Telephone
• Mail?
• Face-to-face
• E-mail, online, Internet
•
 TRADITIONAL RESEARCH
METHODS

2. Content analyses

• Historical
• Across time
• Across media
 PEPSI SLOGANS ACROSS TIME
1909-1939: Delicious and Healthful
1939-1950: Twice As Much For A Nickel Too
1950-1963[The Light Refreshment
1953-1961: Be Sociable
1961-1963: Now It's Pepsi For Those Who Think Young
1963-1967: Come Alive! You're In The Pepsi Generation
1967-1969: Taste That Beats The Others Cold
1969-1973: You've Got A Lot To Live, Pepsi's Got A Lot To Give
1973-1975: Join The Pepsi People Feelin' Free
1975-1978: Have A Pepsi Day
1978-1981: Catch That Pepsi Spirit
1981-1982: Pepsi's Got Your Taste For Life!
1983: Pepsi Now!
1984-now: Pepsi, The Choice Of A New Generation
 TRADITIONAL RESEARCH
METHODS
3. Experiments
• Stimulus-response
• Pre-test/Post-test
• Multiple treatments

4. Focus groups
5. In-Depth interviews
6. Participant observation
7. Case study
8. Secondary analyses
 TRADITIONAL RESEARCH
METHODS

Multiple methods
 VALIDITY
• Internal Validity
Does the study
investigates/measure what
it is supposed to?
• External Validity
How well can we
generalize the findings?
SUMMARY:
THE PRE-RESEARCH PROCESS

• Monitor environment/previous research for ideas

• Identify the problem
• Specify topic in research question or hypothesis
• Design study
• Decide who will conduct the study
 SUMMARY:
THE RESEARCH PROCESS

• Consult with sponsor on purpose, design, instrument, population,

sampling, etc.
• Conduct lit review
• Implement design
• Pretest/revise
• Select participants
• Secure final approval from sponsor
 SUMMARY:
THE RESEARCH PROCESS

Research phase:
• Secure final approval from sponsor
• Train data collectors
• Collect data
• Process data
• Analyze data
• Write report
• Share results with sponsor
 SUMMARY:
THE POST RESEARCH PROCESS

• Review and evaluate results

• Made decisions based on results
• Decide next step