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UT Knoxville PSYC 110 - Importance of Research Design

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Chapter 2: Research MethodsPsychological ResearchWhy Research Designs?HeuristicsRepresentativeness HeuristicAvailability HeuristicCognitive BiasesNaturalistic ObservationCase Study DesignsQuestionnaires & SurveysSlide 11Components of a good measureReliabilityValidityReliability & ValidityStandardizationChapter 2:Chapter 2:Research MethodsResearch MethodsPsychological ResearchPsychological ResearchBasic ResearchBasic Research: examines how the mind works: examines how the mind worksApplied Research:Applied Research: examines how we can use basic examines how we can use basic research to solve real-world problemsresearch to solve real-world problemsApplications of Psychological ResearchApplications of Psychological ResearchWhy Research Designs?Why Research Designs?Research design matters.Research design matters.Jenny Storch StoryJenny Storch StoryPrefrontal lobotomyPrefrontal lobotomyWe can all be fooled.We can all be fooled.The same psychological processes that serve us The same psychological processes that serve us well in most situations also predispose us to errors well in most situations also predispose us to errors in thinking.in thinking.HeuristicsHeuristicsMental shortcut that helps us streamline our Mental shortcut that helps us streamline our thinking and make sense of our worldthinking and make sense of our worldCognitive MiserCognitive MiserOversimplificationOversimplificationTwo main types of heuristicsTwo main types of heuristics1.1.Representativeness HeuristicRepresentativeness Heuristic2.2.Availability heuristicAvailability heuristicRepresentativeness Representativeness HeuristicHeuristicHeuristic that involves judging the probability of Heuristic that involves judging the probability of an event by its superficial similarity to a prototypean event by its superficial similarity to a prototype““Like goes with like”Like goes with like”Base ratesBase ratesHow common a characteristic or behavior is in the How common a characteristic or behavior is in the general populationgeneral populationBase rate fallacyBase rate fallacyAvailability HeuristicAvailability HeuristicHeuristic that involves estimating the likelihood of Heuristic that involves estimating the likelihood of an occurrence based on the ease with which it an occurrence based on the ease with which it comes to our minds.comes to our minds.How “available” it is in our memoriesHow “available” it is in our memoriesNumber of murdersNumber of murdersMurders per year in MichiganMurders per year in MichiganMurders per year in DetroitMurders per year in DetroitCognitive BiasesCognitive BiasesSystematic errors in thinking.Systematic errors in thinking.Hindsight biasHindsight biasTendency to overestimate how well we could have Tendency to overestimate how well we could have successfully forecasted known outcomes.successfully forecasted known outcomes.OverconfidenceOverconfidenceTendency to overestimate our ability to make correct Tendency to overestimate our ability to make correct predictions.predictions.Bottom line of heuristics and biases: they can lead us Bottom line of heuristics and biases: they can lead us to draw false conclusions and to become convinced of to draw false conclusions and to become convinced of them.them.Naturalistic ObservationNaturalistic ObservationWatching behavior in real-world settings without Watching behavior in real-world settings without trying to manipulate people’s behavior.trying to manipulate people’s behavior.High in external validityHigh in external validityExtent to which we can generalize our findings to real-Extent to which we can generalize our findings to real-world settings.world settings.Low in internal validityLow in internal validityDoes not allow us to draw cause-and-effect Does not allow us to draw cause-and-effect conclusionsconclusionsCase Study DesignsCase Study DesignsExamines one person or a small number of people in Examines one person or a small number of people in depth, often over a period of timedepth, often over a period of timeCase studies provide existence proofs—Case studies provide existence proofs—demonstrations that a given psychological demonstrations that a given psychological phenomenon can occurphenomenon can occurCase studies offer useful insights that researchers can Case studies offer useful insights that researchers can test later in a systematic waytest later in a systematic wayProblems:Problems:1.1.Don’t allow us to infer causation.Don’t allow us to infer causation.2.2.Typically anecdotalTypically anecdotalQuestionnaires & SurveysQuestionnaires & SurveysQuestionnaires are about personality traits, Questionnaires are about personality traits, mental illnesses, and interestsmental illnesses, and interestsSurveys are typically about people’s opinions and Surveys are typically about people’s opinions and attitudesattitudesNeed to employ random selectionNeed to employ random selectionEvery person in the population has an equal chance Every person in the population has an equal chance of being chosen to participate of being chosen to participateIssue of generalizing Issue of generalizingQuestionnaires & SurveysQuestionnaires & SurveysEasy to administerEasy to administerSelf-report measures of personality traits and Self-report measures of personality traits and behaviors often work reasonably wellbehaviors often work reasonably wellAssume participants have enough insight into Assume participants have enough insight into their own personality characteristics to report on their own personality characteristics to report on them accuratelythem accuratelyResponse setsResponse sets1.1.Positive Impression ManagementPositive Impression Management2.2.MalingeringMalingeringComponents of a good Components of a good measuremeasureTests should be evaluated on three criteria:Tests should be evaluated on three criteria:1.1.ReliabilityReliability2.2.ValidityValidity3.3.StandardizationStandardizationReliabilityReliabilityConsistency of resultsConsistency of resultsTest-retestTest-retest method methodTrait Stays SameTrait Stays SameTestTestTestTest==Time 1Time 1Time 2Time 2ValidityValidityMeasures what it is supposed to measureMeasures what it is supposed to measureAccurateAccurateTypes of validityTypes of validity1.1.Content validity: test contains questions from domain of


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