in the form of numbers (experiment)
aim: numerically expression characterizes behaviour of large groups of individuals
pros: speed, scientific, generalize
cons: no context, no flexiblity
in form of text (interview, observation)
aim: an in-depth study
pros: flexible, context
cons: subjective, small sample
Variety of data sources → high external validity
research bias/confirmation bias (can choose their own study to fit the thesis) → low internal validity
manipulate variables: IV and DV
control all other variables
aim: cause and effect relationship
no manipulation on variables
aim: locate a pattern
no mapulation on variables
approach variable seperately
random selection
pros: no bias
cons: can be not a representive for the target population (quantitative)
groups are made based on shared charateristic
pros: more focus on the research
cons: harder analyse?, bias (quantitative)
participant volunteers to be in a study
pro: reduce time looking for participant
cons: can be unrepresentive -> lower population validity (quantitative)
anyone who is convenience
pro: reduce time looking for participant
cons: can be unrepresentive -> lower population validity (quantitative)
particpants are recuited based on certain charateristic
cons: low external validity (qualitative)
particpant invites other participants
occurs when limited participants (qualitative)
observe people with no, little contact or control
pros: high accuracy (closed to 1st hand experience)
cons: time and money
the observees are not informed
pros: avoid demanding charateristic or participant bias
cons: ethics (consent)
observees give consent
pros: ethics
cons: social desirability effect, expectancy effect
each participant can be only in one group/condition of the experiment
Strength: no order effect
Limitation: participant variability
the extend which the study can be generalized
include population and ecological validity
used of pre-existing group
some manipulation
pros: high external validity
cons: no cause and effect relationship
real life setting
pre-existing group
no control
pros: high ecological validity
cons: low internal validity
real life setting
pre-existing group
some manipulation
pros: high ecological validity
cons: low internal validity
An interview with a group of people at the same time. The questions would be discussed in the group
Pros: more observation (body language, interaction)
Cons: time consuming, dominant response, social desirablitiy effect
sampling bias: exculding people who does not have a specific characteristics
Use to invest a certain case or event
Pro: rare, condition which can not be created without ethical concerns
Cons: difficult to replicate, time consuming, researcher bias, cannot be generalized