SUMMARY TABLE

Basic Methods of Research

Advantages Limitations

Research Method
Naturalistic Observation

Behavior is observed in the environment in which it occurs natually.

Provides a great deal of firsthand behavioral information that is more likely to be accurate than reports after the fact.The participants behavior is more natural, spontaneous, and varied than behaviors taking place in the laboratiry. A rich source of hypotheses as well.

The presence of an observer may alter the participants behavior; the observers recording of the behavior may reflect a preexisting bias; and it is often unclear whether the observations can be generalized to other settings and other people.

Case Studies

Behavior of one person or a few people Yields a great deal of detailed descrip- The case(s) studied may not be a repis studied in depth. tive information. Useful for forming resentative sample. Can be time hypotheses. consuming and expensive. Observer bias is a potential problem.
Surveys

A large number of participants are asked a standard set of questions.

Enables an immense amount of data to be gathered quickly and inexpensively.

Sampling biases can skew results. Poorly constructed questions can result in answers that are ambiguous, so data are not clear.Accuracy depends on ability and willingness of participants to answer questions accurately.

Correlational Research

Employs statistical methods to examine the relationship between two or more variables.
Experimental Research

May clarify relationships between Does not permit researchers to draw variables that cannot be examined by conclusions regarding cause-and-effect other research methods. Allows pre- relationships. diction of behavior. Strict control of variables offers researchers the opportunity to draw conclusions about cause-and-effect relationships. The artificiality of the lab setting may influence subjects behavior; unexpected and uncontrolled variables may confound results; many variables cannot be controlled and manipulated.

One or more variables are systematically manipulated, and the effect of that manipulation on other variables is studied.