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Glossary
population If you refer to a particular type of population in a country or area, you are referring to all the people or animals of that type there.
Census: you would need to carry out a census if you want to find out information about every member of a population. It is easier to carry out a census if you have a small number of people or things in your population, but if the population is very large then it is usually time-consuming, often expensive and sometimes impractical.
For example, if a biscuit manufacturer that bakes thousands of biscuits every day decided to find out how easily their biscuits break, a census would involve breaking every biscuit that they make. This would be impractical because the population is too big and it would be very time-consuming to test each biscuit individually.
Sampling: instead of carrying out a census of the whole population, you could decide to ask questions or observe just a small group of the things or people within that population. This is called sampling. Using a sample can be a lot less expensive, quicker and much easier than carrying out a census. When you have collected information from a sample, it is then possible to draw conclusions and make estimates about the entire population.
For example, the biscuit manufacturer in the previous example could use a sample to find out how easily their biscuits break by choosing 100 biscuits of different varieties for testing.
Glossary
census A census is an official survey of the population of a country that is carried out in order to find out how many people live there and to obtain details of such things as people’s ages and jobs.
sample A sample of people or things is a number of them chosen out of a larger group and then used in tests or surveys, or used to provide information about the whole group.
Exercise 5
For the investigations listed in the table below, describe the population and decide if it would be practical or impractical to carry out a census to find out information on the whole population.
Avoiding bias
Using sample data, you can only draw conclusions and make estimates about the entire population if you choose a sample of things or people that represents the whole population fairly. If your sample is not representative of the population, then it is known as a biased sample.
The table below describes some samples taken for different investigations, and explains why these samples are not representative of the population. Can you work out why the sample is biased for the last two investigations?
Glossary
biased If someone is biased, they prefer one group of people to another, and behave unfairly as a result. You can also say that a process or system is biased.
Tip
Ask someone else to look at your planned sample before you start your research and ask them if they can see any bias. It can be difficult to look at it objectively yourself, so help and guidance will be useful here.
Exercise 6
Match the words or phrases on the left to a definition on the right.
Exercise 7
Complete these sentences with words from Exercise 6. You may need to change the form of some words.
1 The sample was not large enough to be ________of the whole population.
2 Poor ________meant that it was difficult to draw conclusions.
3 The study was ________over a three-month period.
4 The study aimed to ________the effects of advertising on children.
5 The sample was ________towards middle aged men.
6 The ________net spend per month was £500.
7 A national ________is carried out in the UK every few years.
8 The ________under investigation was international students in the UK.
9 We can ________the ________that advertising has a significant impact on children’s spending patterns.
Formulating a hypothesis
A hypothesis is something that you plan to test in your research and is related to forming your research question. The hypothesis usually states that something will or will not happen. It is something that you would write before starting your research; you plan to see if it is true or not after doing your research.
Glossary
construct In the area of research, a construct is an idea, belief, or subject which is based on evidence which may not be true, and which you want to test and measure.
objectively If you look at something objectively, you base your opinions on facts rather than on your personal feelings.
Examples of hypotheses:
Language is the main challenge in adapting to another culture.
Low income is the main reason for job dissatisfaction.
Blueberries have a positive impact on the mind.
Each of these hypotheses is formed from two or more constructs and often makes a claim for cause and effect. For example:
A construct is something that can be tested or questioned objectively. For example, in the first hypothesis above we could ask:
How can culture be defined?
How can adaptation be measured?
What factors affect adaptation?
How are language and culture related?
Does language impact on adaptation?
Exercise 8
What is the purpose of a hypothesis and what should it clearly state?
Exercise 9
Look at the other two hypotheses from the previous page. What questions could you ask yourself about these hypotheses?
Low income is the main reason for job dissatisfaction.
1How is job satisfaction defined?
2 ________
3 ________
4 ________
5 ________
6 ________
Blueberries have a positive impact on the mind.
1What foods have a positive impact on the mind?
2 ________
3 ________
4 ________
A piece of research may contain more than one hypothesis that will be tested. Another common thing other than cause and effect that is tested is a comparison between two groups or classes.
Example:
Single sex schools produce better academic results than other schools. They are also more of an advantage for girls than boys.
Here the hypothesis is looking at the cause and effect relationship between single sex schools and academic success but it is also making a comparison between boys and girls.
Exercise 10
Which of the following hypotheses make a comparison?
1 People who regularly use computers suffer from more health issues than those who do not use them.
2 Men make more impulse purchases than women.
3 It is more difficult to learn a second language after the age of 20 than before it.
4 Independent study increases academic success.
5 Three minutes’ intensive exercise is enough to maintain fitness levels.
Exercise 11
Look at these possible causes and their effects. Can you join them together to write a hypothesis for each one?
1 Travel abroad > malaria
Travelling abroad increases the risk of catching malaria.
2 Recycling > save money
3 Low temperatures > car accidents
4 Language learning > cultural awareness
Remember
It is important to be specific in your research question.
You need to define and clearly state your question early on in the research process.
Sampling can have a significant impact on your research and should be done carefully.
It is important to choose the most appropriate research methods.
You can use hypotheses as part of your research process.
3
Research Methods (#ulink_9b25ea1f-8e20-5769-b6b4-9b590bef71fd)
Aims
understand some common research methods
understand when to use interviews, questionnaires and focus groups
understand the advantages and disadvantages of common research methods
Quiz
Self-evaluation
Read the statements below. Circle the answers that are true for you.
A wide range of research methods is available for you to choose from when you conduct a research project. The key is to choose the most appropriate method or methods for your research aims. In Social Sciences, particularly with projects at undergraduate level, three of the most common methods are interviews, questionnaires and focus groups. This, of course, does not mean you need to limit yourself to these methods.
This chapter looks at some of the main research methods, at some of their main advantages and disadvantages and gives a brief overview of some other methods of research. The following two chapters look in more detail at how to produce a questionnaire and conduct an interview.
For more information on other research methods, see Further reading.
Choosing your research method
