Research methods, cultural influences on behaviour.

When writing about research methods, the following concepts should be explained:

Experiment: A research method in which the researcher manipulates an independent variable and measures its effect on a dependent variable under controlled conditions on participants who have been randomly allocated to conditions.

Quasi-experiment: The researcher manipulates an independent variable and measures its effect on a dependent variable, but participants are not randomly allocated to conditions; they are assigned to conditions based on pre-existing traits.

Natural experiment: The researcher uses a pre-test /post-test design but does not manipulate the independent variable.  The IV is naturally occurring. Participants are also not randomly allocated to groups.

Naturalistic observation: An naturalistic observation does not manipulate an independent variable, but observes the behaviour of a participant in their natural environment.  The observation may be overt - where the participants are aware they are being observed - or covert.

Berry - quasi (natural) experiment (independent measures design)

Berry

Aim: to investigate whether there is a difference in the degree of conformity between the Temne people of Sierra Leone and Baffin Island Inuit (Eskimo).

Procedure: Berry (1967) studied the role of the individualism-collectivism dimension on one's likelihood to conform. The sample was made up of three different cultures.

• Temne from Sierra Leone, a society that is based on rice farming.

• Inuit people from Baffin Island in Canada, which survive by hunting and fishing.

• Scots - a group that scores as "undefined" on the I-C scale.

Each group was made up of people who had never had a western education and maintained the traditional way of life - and people who were "in transition" - either having a Western education or Western employment.

Each individual was brought into a room by him or herself.  For the test, they were given a set of nine lines and they were asked to match the line below that most closely matched the line on the top.  These were the two practice tests to make sure that the directions were understood.  The directions were given in their own language by a native interpreter using a pre-translated set of instructions and questions.

On the third trial, the researcher pointed to an incorrect line and told the participant that this is what most people from their culture chose on this trial.

Findings: The Temne, which is the collectivistic culture, had a much higher rate of conformity when told what other Temne believed, even though it was incorrect.  The Inuits, on the other hand, had even a lower rate of conformity than the Scots.

**Strengths:**Controlled environment: causality
Cross-cultural (etic): demonstrates conformity is not limited to a single cultural group

Limitations: low ecological validity

Kimball (natural experiment)

Kimball 1986

Aim: if exposure to "normal television viewing" would lead to a change in the level of gender stereotyping in a Northern Canadian community.

Procedure:

• Conducted in three small towns (all of the similar socioeconomic standing, similar population, culture, etc) in British Columbia, Canada, first in 1973

• One town called No=tel did not yet have a television reception Studied before and after No-tel got TV channels

• They measured children's aggression levels in all three groups

• Teachers and peer ratings of aggressive behavior and information about television viewing habits were collected

• Two years later the children retook the same measures of aggression & The researchers also took measures of aggression from new 2nd graders

**Findings:**Significant increase in aggression with both the 2nd and 4th-grade students in No-Tel. Whereas, the aggressive behavior did not change significantly for the two towns. The ratings supported the findings.
It is likely to be caused by heightened arousal, resulting from No-tel children's lack of familiarity with television.
Resulting in greater likelihood of aggression.

Strengths: high ecological validity; applicable in real-life

Limitations:

1. lack of control over the time each child watches

2. potential research bias through participant observation during recess

3. ethics; questionable whether parents actually gave consent

When evaluating or discussing research methods, you may consider the following points:

• Only true experiments can determine a causal relationship.  All other research methods show a correlational relationship. However, consistent findings of correlation also provide evidence that there may be a causal relationship.

• Research done under controlled conditions is necessary to determine causality; however, psychological research is the balance between ecological and internal validity.

• Research methods may obtain quantitative, qualitative data, or both.  Each type of data has different strengths and limitations.

• Quantitative research allows for statistical testing to determine the significance of the data.  However, measuring behavior with quantifiable data is often seen as a reductionist approach.  Qualitative data is more holistic in its approach but is more difficult to analyze. Instead of a statement of significance, psychologists write an interpretation of the data.

• The more standardized the procedure of a research study, the easier it is to replicate.  This is important to establish the reliability of the findings.

• Researcher bias is an important consideration when carrying out research.  Blind controls are often used in order to increase the objectivity of the research.