Understanding Research Methods: Qualitative, Quantitative, and Mixed
Research Methods: Key Concepts
Research: Scientific inquiry or investigation; a way to find answers to questions. Research is an exploration of experience, sometimes formal and technical, but not necessarily so.
Qualitative vs. Quantitative Research
Qualitative Research:
- Focuses on questions that are not easily quantifiable.
- Often uses an interpretative approach.
- Common in sociology.
- Deals with complex problems.
Quantitative Research:
- Relies on numerical data and analysis.
- Seeks generalizable findings.
- Often
Understanding Memory: Encoding, Storage, and Retrieval
Understanding Memory: Key Concepts
Encoding: The process of organizing and transforming incoming information so that it can be entered into memory, either to be stored or to be compared with previously stored information.
Memory Storage
Storage: The process of retaining information in memory.
Memory Store: A set of neurons that serves to retain information over time.
Memory Retrieval
Retrieval: The process of accessing information stored in memory.
Types of Memory Stores
Modality-Specific Memory Store:
Read MoreUnderstanding Drug Use, Addiction, and Effects
Drug: is any therapeutic substance, which, when introduced into the body, can modify one or more of its functions.
Drug Addiction: is the addiction to drugs and is manifested because the affected person experiences impairment caused by the repeated and regular use of drugs. Psychoactive drugs induce changes in perception and mood. The drugs mimic the physiological functioning of certain neurotransmitters responsible for transmitting messages between neurons. Drugs can be smoked, eaten, sucked, inhaled,
Read MoreUnderstanding Sociology: A Scientific Approach to Society
Understanding Sociology
Sociology is the study of society and social behavior. It examines how individuals and groups interact, how social structures influence behavior, and how cultures shape our experiences. By analyzing various aspects of social life, such as institutions, relationships, and norms, sociology seeks to understand the underlying patterns and dynamics that govern human interactions.
Sociologists explore a wide range of topics, including social inequality, family structures, education
Read MoreMastering Market Research: Measurement, Methods, and Scales
Understanding Measurement in Market Research
Levels of Measurement
- Nominal: Classification without judgment (e.g., gender, mode).
- Ordinal: Ordered classification (e.g., ranking sodas). Distance between ranks is unknown (median).
- Interval: Equal spacing between values (e.g., Fahrenheit, “on a scale of…”). Scales must remain within the same category (mean).
- Ratio: Fixed and meaningful zero point (e.g., income, age). Allows for all mathematical operations.
What Marketers Measure
- Demographics: Age, income,
Empiricism, Rationalism, and Research in Psychology
Empiricism and Rationalism in Psychological Research
Empiricism emphasizes quantitative evidence in the study of perception, cognition, and personality. Rationalism uses logic, such as: if A>B and B>C, then A>C. Theories are not definitively proven; they require ongoing experimentation.
Goals of Research in Psychology
- Describe Behavior (Frequency Claims):
- Identify regularly occurring sequences of events.
- Classify behaviors.
- Quantify behaviors precisely.
- Predict Behavior (Association Claims):
- Identify