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Attitude
A long‑standing evaluation of people, objects, issues, or yourself.
Tripartite model components
Affective (feelings), Behavioural (actions), Cognitive (beliefs).
Affective component
Look for emotions or feelings expressed.
Behavioural component
Look for actions or behaviours influenced by the attitude.
Cognitive component
Look for beliefs, thoughts, or assumptions.
Implicit attitude
An automatic, unconscious attitude that influences behaviour.
Explicit attitude
A conscious attitude that can be stated clearly.
Spotting implicit attitudes
Behaviour contradicts what the person says they believe.
Spotting explicit attitudes
The person openly states their attitude.
Stereotype
A generalised belief about a group.
Prejudice
A negative feeling toward a group.
Discrimination
Unfair behaviour toward a group.
Identifying stereotypes
Look for generalised statements about groups.
Identifying prejudice
Look for negative emotions toward a group.
Identifying discrimination
Look for actions that treat groups differently.
Cognitive dissonance
Psychological tension from holding conflicting beliefs or behaviours.
Responses to cognitive dissonance
Change beliefs, change behaviour, change perception of the action.
Identifying dissonance
Look for conflict between values and behaviour.
Rationalisation
Justifying behaviour to reduce dissonance.
Convenience sampling
Selecting easily available participants.
Limitation of convenience sampling
Low generalisability.
Snowball sampling
Participants recruit other participants.
Limitation of snowball sampling
Bias and privacy concerns.
Random sampling
Every member of the population has an equal chance of selection.
Stratified sampling
A research method where a scientist splits a target group into smaller subgroups, or strata, based on shared traits like age or gender
Identifying sampling methods
Look at how participants were chosen.
Quantitative data
Numerical data.
Qualitative data
Descriptive, non‑numerical data.
Subjective data
Based on personal opinion.
Objective data
Measurable and observable.
Identifying data types
Look at whether the data is numbers or words.
Likert scale
A rating scale measuring strength of attitudes.
Open‑ended question
A question allowing detailed, descriptive responses.
Mixed‑methods
Using both qualitative and quantitative data.
Identifying mixed‑methods
Look for both rating scales and open‑ended questions.
Participant extraneous variable
Differences in participants such as mood or ability.
Environmental extraneous variable
Differences in surroundings such as noise or temperature.
Researcher extraneous variable
Researcher behaviour influencing participants.
Confounding variable
An uncontrolled variable that affects the DV.
Identifying extraneous variables
Look for anything that could unintentionally affect results.
Demand characteristics
Participants change behaviour because they think they know the aim.
Experimenter effect
Researcher unintentionally influences participant behaviour.
Identifying demand characteristics
Participants try to please or guess the researcher.
Identifying experimenter effect
Researcher behaviour differs between groups.
Reliability
Consistency of results.
Test‑retest reliability
Same results over time.
Inter‑rater reliability
Different researchers produce similar results.
Identifying reliability issues
Look for inconsistent results or inconsistent scoring.
Validity
Accuracy — measuring what you claim to measure.
Internal validity
Results are due to the IV, not confounds.
External validity
Results can be generalised.
Construct validity
The tool measures the psychological concept.
Face validity
The tool appears to measure what it should.
Identifying validity issues
Look for irrelevant questions, confounds, or unrepresentative samples.
Informed consent
Participants must be fully informed and agree voluntarily.
Confidentiality
Protecting participant identity and data.
Voluntary participation
Participants can withdraw at any time without pressure.
Identifying ethical issues
Look for pressure, lack of information, or exposed identities.