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Page i
York University
The Internet addresses listed in the text were accurate at the time of
publication. The inclusion of a Web site does not indicate an endorsement
by the authors or McGraw-Hill Ryerson, and McGraw-Hill Ryerson does
not guarantee the accuracy of the information presented at these sites.
1 2 3 4 5 6 7 8 9 M 23 22 21 20 19
Dedication
To my wife and family, For their unwavering support and trust. —R.A.M.
Brief Contents
1. Preface xii
3. 2 Where to Start 15
4. 3 Ethical Research 36
6. 5 Measurement 89
Contents
Preface xii
1. Intuition 3
2. Authority 4
1. Describing Behaviour 8
2. Predicting Behaviour 9
4. Explaining Behaviour 10
1. Basic Research 11
2. Applied Research 11
6. Review Questions 13
1. 2 Where to Start 15
3. Practical Problems 17
4. Theories 18
5. Past Research 19
3. Reading Articles 25
4. Study Terms 34
5. Review Questions 34
1. 3 Ethical Research 36
1. Exempt Research 52
7. Study Terms 60
8. Review Questions 60
1. Variables 63
2. Non-experimental Method 67
3. Experimental Method 76
1. Artificiality of Experiments 81
3. Describing Behaviour 83
6. Review Questions 86
1. 5 Measurement 89
1. Self-Report Measures 90
2. Reliability 90
1. Test-Retest Reliability 93
Page vii
3. Inter-rater Reliability 95
3. Validity of Measures 95
4. Reactivity of Measures 99
1. Questionnaires 136
2. Interviews 138
Page viii
2. Counterbalancing 158
Page ix
Page x
2. Scatterplots 238
3. Important Considerations 240
Page xi
1. Effect-Size 271
Glossary GL-1
References RE-1
Index IN-1
Page xii
Preface
Welcome to the third Canadian edition of Methods in Behavioural
Research! When I first began teaching research methods, I found it
immediately rewarding for two main reasons. The first reason is that it
expanded my horizons, adding nuance and breadth to my conception of
science, all of which I hope to pass on to the readers. The second reason is
that I know I am teaching a valuable skill that will take my students far in
life, no matter what direction they choose. Scientific thinking is not a strict
set of routine procedures that are useful only for those who become
scientists. It is a way of thinking about the world that acknowledges its
messy complexity and helps us reason about the best way to solve problems
and evaluate evidence, all in the service of making informed decisions. Just
like in many aspects of life, there is not one ultimate way of doing things;
there are many options, each with strengths and weaknesses in different
contexts, and our goal is to try to identify the best option given the
circumstances.
All of these changes build upon the very solid foundation established in the
many previous editions of this text (both Canadian and American). What
has made this text a favourite of instructors and students alike is its clarity
of expression, its concision, and the reinforcement of key constructs. To the
best of my abilities, I have tried to preserve and improve on these positive
qualities throughout. For example, glossary definitions in the print edition
now appear in the margins, helping students to access the definitions of
major ideas quickly and easily. Revisions to the writing have been made
throughout with a focus on brevity and clarity. In addition, language has
been updated to be more inclusive (e.g., removing mention of gender as a
binary construct). The strengths of previous editions—in the form of
structured and explicit learning objectives and end-of-chapter review
questions—remain.Page xiii
With respect to content, I have tried to reinforce the idea that the numerous
approaches to research are not better or worse than one another: merely
different. Each has unique strengths and weaknesses, with different
research questions and contexts calling for separate approaches.
Added 2 Think About It! boxes and 3 Try it Out! boxes. Clarified
that NHST is just one option for inferential statistics, clarified
common misconceptions of NHST, and expanded discussion of
the controversy surrounding this approach. Removed manual
calculation of the t-value in favour of emphasizing conceptual
understanding. Removed discussion of one-tailed tests, as this
procedure is now known to be inappropriate. Greatly truncated
the discussion of looking up critical values, as this is an outdated
practice, replacing this with discussion of p-values and
comparison to alpha instead. Introduced Bayesian statistics as an
appropriate way to evaluate evidence in favour of the null. Added
references to introductory articles on Bayesian statistics, and
introduced free software for performing Bayesian analyses.
Included the fact that the parametric statistics discussed rely on
an assumption of sampling from normally distributed
populations. Added list of resources for learning the statistical
software R.
Award-Winning Technology
Acknowledgments
There are a great many people who deserve thanks for helping to produce
this third Canadian edition. I am, first and foremost, deeply indebted to the
previous authors: Paul C. Cozby, the original author of the American
edition; all others who worked on those editions; and especially Catherine
D. Rawn, who did an absolutely fantastic job of preparing the previous two
Canadian editions. I would also like to thank all at McGraw-Hill Education
who worked on this book, especially portfolio manager, Alex Campbell,
content developer, Shalini Khanna, and supervising editor, Jack Whelan.
Michael Kelly (Good Eye Editorial Services) provided invaluable copy
editing, and Steve Rouben (Photo Affairs) excelled at the necessary photo
research. My undergraduate research assistant, Alma Rahimi, deserves
special thanks for helping to compile the database of student publications
that was used to prepare the Student Spotlights.
The following people are also thanked for generously providing reviews for
this book:
Page 1
©Mark Bridger/Shutterstock
We think of owls as wise and intelligent, but in fact they’re not particularly quick
learners. This is why we need science: to question our assumptions and pursue
truth through systematic observation.
Learning Objectives
Keep these learning objectives in mind as you read to help you identify the most
critical information in this chapter.
3. LO3 Define and give examples of the four goals of scientific research in
psychology.
Page 2What makes people happy? How do we remember things, what causes us
to forget, and how can memory be improved? What are the effects of stress on
physical health and relationships? How do early childhood experiences affect
later development? What are the best ways to treat depression? How can we
reduce prejudice and conflict? Curiosity about questions like these is probably the
most important reason many students decide to take courses in the behavioural
sciences. Scientific research provides us with a way to gather evidence that can
shape our beliefs about the answers to such questions. Throughout this book, we
will examine the methods employed for scientific research in the behavioural
sciences. In this introductory chapter, we will focus on the ways in which
knowledge of research methods can be useful for understanding the world around
us. Further, we will review the characteristics of a scientific approach to the study
of behaviour and the general types of research questions that concern behavioural
scientists.
LO1 Why Study
Research Methods?
Understanding research methods can help you become an informed
consumer of news, health care, products, and services. Scientific research
is frequently reported by news organizations, popular magazines, bloggers,
and advertisers. Headlines for these stories may make bold claims and ask
provocative questions, such as “Study finds that lonely people use
Facebook all the time,” “Will getting a dog help you live longer?” and
“When drugs and therapy don’t cure depression, running will.” In addition,
we often hear about survey results that draw conclusions about a group’s
beliefs and attitudes. How do you evaluate such reports? Do you simply
accept the findings because they seem scientific? Can you detect
pseudoscientific claims (as we will explore later in this chapter)? A
background in research methods will help you to read these reports
critically, evaluate the methods, and decide whether the conclusions and
assertions being made are appropriate and justifiable.
Intuition
Many of us have heard about someone who, after years of actively looking for a
long-term romantic partner, stops looking for love. Then, soon after, this same
person happens to find the love of their life! Anecdotes like this contribute to a
common belief that love arrives when one is not looking for it. This seems
intuitively reasonable, and people can easily create an explanation for why this is
the case (see Gilovich, 1991). Perhaps stopping the hunt reduces a major source
of stress, this reduction in stress increases our confidence in social interactions,
which in turn makes us more desirable to potential partners.
This example illustrates the use of intuition based on anecdotal evidence to draw
general conclusions. When you rely on intuition, you accept unquestioningly
what your personal judgment or a single story about one person’s experience tells
you about the world. The intuitive approach takes many forms. Often, it involves
finding an explanation for our own or others’ behaviours. For example, you
might develop an explanation for why you keep having conflict with a fellow
student, such as “that other person is jealous of my intelligence.” Other times,
intuition is used to explain intriguing events that you simply observe in the world,
as in the case of love arriving when you stop looking for it.Page 4
One problem with intuition is that many cognitive and motivational biases affect
our perceptions, which means we can arrive at mistaken conclusions (cf.,
Gilovich, 1991; Nisbett & Ross, 1980; Nisbett & Wilson, 1977). So why do we
believe that no longer looking for love leads to finding it? Most likely it is
because of a cognitive bias called illusory correlation: When two events occur
closely in time, this draws our attention, and we often conclude that one must
cause the other. In this example, when a decision to stop looking for love is
followed closely by finding a long-term mate, our attention is drawn to the
situation, and we see them as being causally related. This is true even when it
might just be a coincidence. But when a decision to stop looking is not closely
followed by finding a long-term mate, we don’t notice this non-event. Therefore,
we are biased to conclude that there must be a causal connection between these
things, when in fact no such relationship exists. Illusory correlations are also
likely to occur when we are highly motivated to believe that a certain causal
relationship is true. If we already believe that not looking for love is the key to
finding it, these examples are going to jump out at us even more. Although this
way of thinking comes naturally to us as humans, it can lead us to make
inaccurate conclusions. A scientific approach tries to overcome this biased way
of thinking, and requires much more rigorous evidence before drawing
conclusions.
Authority
Other sources of knowledge about the world are various forms of authority. When
we make a decision based on authority, we place our trust in someone else who
we think knows more than we do. When we were young, we likely trusted our
parents to know what we should do and what was true about the world. As adults,
people tend to trust other authorities such as doctors, especially if they view that
doctor as a specialist in the area (Barnoy, Ofra, & Bar-Tal, 2012). Such blind trust
in medical authority can be problematic because many health care workers (and
patients alike) are prone to drawing incorrect conclusions from statistics
regarding health (Gigerenzer, Gaissmaier, Kurz-Milcke, Schwartz, & Woloshin,
2007). Similarly, many people readily accept anything they encounter from the
news media, books, government officials, or religious figures. They believe that
the statements of such authorities must be true. Advertisers know this and
therefore use authority figures to sell products. The problem, of course, is that the
statements by any particular authority may not be true. The scientific approach
rejects the notion that one can accept on faith the statements of any authority. The
scientific approach is to require lots of evidence, and good quality evidence,
before coming to any conclusion.
LO2 The Scientific Method: Be
Skeptical, Seek Empirical Data
The scientific method of acquiring knowledge acknowledges that both intuition
and authority can be useful sources of initial ideas about behaviour. However, the
scientific approach does not accept these ideas as truth without further evidence.
Being a scientist means not accepting anyone else’s intuitions or conclusions
without first evaluating the evidence. And this includes our own intuitions and
ideas as well. Ideas must be evaluated on the basis of results from structured
investigations. Throughout this book, we invite you to try out a mindset of
scientific skepticism (if you haven’t already!). Recognize that our own ideas are
just as likely to be as wrong as anyone else’s, and question any pronouncements
of truth, regardless of the prestige or authority associated with the source.Page 5
What step in this process sounds like the most fun for you?
Hic autem tōtam ferē noctem īnsomnem trādūxit, tum cibī, tum
quiētis immemor, fremitum quemque auribus captāns. Ferī hominēs
semper occurrēbant oculīs ; frūstrā vērō animum ā foedā cōgitātiōne
abdūcere tentāvit. Tum ut sē tūtiōrem in futūrum praestāret, coepit
plūrima animō cōnsilia agitāre, eaque stultissima : ex quibus ūnum,
quod incrēdibile vidēbitur, hoc erat, ut diē obortō omnia adaequāret
solō quae tantā dīligentiā, tantō labōre exstrūxerat, nē vel minimum
quidem hūmānae industriae vestīgium dēprehendī posset.
[125]
Caput decimum quīntum.
Mox vērō cohorruit atque indignātus est, cum satis distīnctē vīdit
duōs hominēs ē scaphīs trahī ad ignem. Ac prīmō suspicātus est eōs
necī addictōs, brevīque comperit sē nōn errāsse. Aliquot enim ex
barbarīs alterum captīvum prōsternunt, prōstrātumque duo aliī adortī
corpus laniant, ad epulās atrōcēs īnstruendās. Interim stābat alter
captīvus, dōnec ipse quoque mactārētur. Dum vērō intentōs quisque
oculōs in cruciātum et lacerātiōnem tenet, ille, tempore arreptō, fugit
atque citātissimō cursū in eam regiōnis partem contendit quam
Rōbinson incolēbat.
Jam vērē Rōbinson rēx fuit. Quippe īnsula erat prō rēgnō, lamae
frūctūsque prō aerāriō, Vendredi prō subditō, ūnicō quidem, sed
cārissimō, psittacusque prō aulicō, sed ferē inūtilī. Placuit saepe rēgī
ad subditum ūsque dēscendere, quantum rēgia dignitās paterētur.