GCSE Sociology
Research Methods
By the end of this lesson you will be
able to: • Describe cross sectional studies and longitudinal
studies
• Describe how sociologists use
structured/unstructured interviews to gather data.
• Describe non-participant observation and
participant observation.
• Describe content analysis and carry out a basic
content analysis of women’s magazine.
• Evaluate the advantages and disadvantages of the
above methods.
Social Surveys
• Social surveys aim to collect information
from a large number of people through
questionnaires and structured interviews.
There are two main types of social
surveys: – Longitudinal surveys
– Cross sectional surveys
Longitudinal surveys
• A longitudinal study aims to gather information
from the same group over time, at regular
intervals or stages. Examples included:– The 7Up programme, which first aired on ITV
in 1964, followed a group of children every
seven years.
– The British Household panel survey, which
follows what happens to the same sample of
families over a period of years.
Cross-sectional studies
• A cross-sectional survey is done only once. It
takes a cross section of the population and asks
them about a particular issue only once.
• Example: The National Foundation for
Educational Research carried out a survey into
teachers perceptions of the new 14-19 diploma.
Only 21% of teachers polled thought the diplomas
were suitable for students who wanted to go to
university.
Survey
type
Definition
Example
Advantages Disadvantages
Crosssectional
A cross-sectional
survey takes a
cross section of
the population and
questions them on
relevant issues
only once.
A questionnaire
asking students
about their
attitudes
towards sex
only once
Not as time
consuming as
a longitudinal
survey. Can
be a cheap
way of
gathering a lot
of information.
This only gives us
a snap shop
view. It only tells
us about people
at one particular
point in time.
A questionnaire
is given to a
group of
students
concerning their
attitudes
towards sex. A
questionnaire is
given to them
every year until
they finish
University.
Allows us to
examine
social change
over time.
Can be time
consuming and
expensive.
Longitudinal A study of the
same group over
time.
Interviews
• In sociology, the interview is widely used
for gathering data. Interviews can be
conducted face to face or over the
telephone. They can also be conducted
with individuals or groups. There are two
main types of interview: – Structured
– Unstructured
Interviews
• Interviews can be: – Structured: • The interviewer uses a set of pre-planned questions
(interview schedule). The interviewer is not allowed
to deviate from the questions provided. It’s like a
postal questionnaire, but administered by an
interviewer.
– Unstructured interviews: • The interviewer may have a set of questions, but
aims for a more conversational style. This type of
interview enables the researcher to adapt their
schedule and questions in response to the
participants’ replies.
Problems with interviews
• Problems with validity
– Respondents may not always tell the truth
(e.g. give an answer which they think is
acceptable)
– Respondents may be reluctant to give honest
answers to sensitive or personal questions
Problems with interviews continued
• Interview Bias: the presence and
behaviour of the interviewer may influence
or distort answers given by respondent.
• Leading questions: The researcher
phrases a question in a way that suggests a
particular answer. E.g. “It’s now considered
only right that women have the same
opportunities as men. What do you think
about that?”
Participant observation and non-participant
observation
• Involves observing particular groups in their natural settings.
– Participant observation: • Researcher becomes involved in the group, doing the
things they do in order to ‘see the world through their
eyes’. For example, Hey (1997) played truant with the
school girls she was studying.
– Non-participant observation: • Researcher observes group from a distance. The
researcher does not become involved with the group
For example, Flanders (1970) study of student/teacher
interactions in the classroom .
Observation can be: -
– Overt: • Subjects are aware that they are being
observed
– Covert: • Subjects are not aware that they are being
observed
Content Analysis
• Content analysis enables researchers to
analyses qualitative material (e.g.
magazines, TV, films) by quantifying it.
Researchers do this by sorting out
categories, then going through this
material and systematically recording the
number times each category appears.
Content Analysis
Advantages
Disadvantages
• It can be a reliable
method because other
researchers can use same
categories if they want to
repeat the research.
• May still be problems with
reliability though. Even if
researchers use the same
categories, they may
interpret those categories
differently.
• It’s easy to produce
statistical data.
• Doesn’t say much about
the meanings behind the
text and images being
studied. Also assumes that
the audience are passive
consumers of message
Further Reading
• Blundell, J (2001) Active Sociology for
GCSE, Essex: Pearson Educational
Limited: pages 34 - 37
• Browne, k (2005) An Introduction to
Sociology for GCSE, Polity Press:
Cambridge: pages 429 – 436
Useful Websites
• S-cool sociology- Research methods
http://www.s-cool.co.uk/alevel/sociology/methods.html
• Tutor2U net:
http://tutor2u.net/sociology/sociology-research-for-gcse.html