2012 Bryman Social-Research-Methods - Outros (2025)

Prévia do material em texto

Social Research Methods9780199588053_A01.indd i 10/20/11 4:25 PMThis page intentionally left blank Social Research MethodsAlan BrymanFourth edition19780199588053_A01.indd iii 10/20/11 4:25 PM3Great Clarendon Street, Oxford OX2 6DPOxford University Press is a department of the University of Oxford.It furthers the University’s objective of excellence in research, scholarship,and education by publishing worldwide inOxford New YorkAuckland Cape Town Dar es Salaam Hong Kong KarachiKuala Lumpur Madrid Melbourne Mexico City NairobiNew Delhi Shanghai Taipei TorontoWith offices inArgentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine VietnamOxford is a registered trade mark of Oxford University Press in the UK and in certain other countriesPublished in the United Statesby Oxford University Press Inc., New York© Alan Bryman 2012The moral rights of the author have been assertedDatabase right Oxford University Press (maker)First edition 2001Second edition 2004Third edition 2008All rights reserved. No part of this publication may be reproduced,stored in a retrieval system, or transmitted, in any form or by any means,without the prior permission in writing of Oxford University Press,or as expressly permitted by law, or under terms agreed with the appropriatereprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department,Oxford University Press, at the address aboveYou must not circulate this book in any other binding or coverand you must impose the same condition on any acquirerBritish Library Cataloguing in Publication DataData availableLibrary of Congress Cataloging in Publication DataLibrary of Congress Control Number: 2011938966Typeset by Graphicraft Limited, Hong KongPrinted and bound in Chinaby C&C Offset Printing Co. Ltd ISBN 978–0–19–958805–310 9 8 7 6 5 4 3 2 19780199588053_A01.indd iv 10/20/11 4:25 PMFor Sophie and Daniel9780199588053_A01.indd v 10/20/11 4:25 PMThis page intentionally left blank edition were developed in conjunction with her. I also wish to thank Alan Radley, Darrin Hodgetts, and Andrea Cullen for their permission to include two photographs from their study of images of homelessness and to Sarah Pink for her permission to use an image from her research on women and bullfi ghting. I also wish to thank the Nottingham Evening Post for their kind permission to reproduce two newspaper articles in Chapter 13. The photograph in Plate 19.5 is Copyright DaimlerChrysler Corporation and is used with permission. I wish to thank the students who completed the questionnaires that were used for preparing the ‘Student experience’ features of this new edition. I also wish to thank the reviewers who prepared helpful comments on the previous editions for Oxford University Press. Finally, I would like to thank Sue for all the hard work she has put into proof-reading this and earlier editions of the book. I rely very much on her attention to detail.As usual, Sue, Sarah, and Darren have supported me in many ways and put up with my anxieties and with my sudden disappearances to my study. When Sarah became a university student herself, she gave me many insights into a consumer’s perspective on a book like this, for which I am grateful. Everyone except me is, of course, absolved of any responsibility for any of the book’s sub-stantive defi ciencies.AcknowledgementsMany people have helped me with this book, many of them unwittingly. Generations of research methods students at Loughborough University and the University of Leicester have plied me with ideas through their ques-tioning of what I have said to them. I wish to thank several people at or connected with OUP: Tim Barton for suggesting to me in the fi rst place that I might like to think about writing a book like this; Angela Griffi n for her editorial help during the passage of the fi rst edition of this book; Patrick Brindle and Katie Allan for their help and suggestions during the preparation of this revised edition; Angela Adams for her constant support and encouragement with the revised and third edition; Kirsty Reade for copious support and suggestions in the course of preparing the fourth edition; Hilary Walford for her attention to detail when copy-editing the typescript; Philippa Hendry for steering the production of the book; and Sarah Brett and Lucy Hyde for help with earlier editions. I also wish to thank Alan Beardsworth for his helpful and always constructive comments on drafts of the fi rst edition of the book and Michael Billig for valu-able comments on part of the fi rst edition. I would like to say a big thank you to Emma Bell who worked with me on the fi rst, revised, and third editions of the business school adaptation of this book, Business Research Methods. Many of the changes that have been incorporated in the present 9780199588053_A01.indd vii 10/20/11 4:25 PMThis page intentionally left blank Brief contentsDetailed contents xiAbout the author xxivIntroducing the students xxvGuide to the book xxxiGuided tour of textbook features xxxviGuided tour of the ORC: lecturer resources xxxviiiGuided tour of the ORC: student resources xxxixAbbreviations xlPart One 1 1 The nature and process of social research 3 2 Social research strategies 18 3 Research designs 44 4 Planning a research project and formulating research questions 79 5 Getting started: reviewing the literature 97 6 Ethics and politics in social research 129Part Two 157 7 The nature of quantitative research 159 8 Sampling 183 9 Structured interviewing 20810 Self-completion questionnaires 23111 Asking questions 24512 Structured observation 26913 Content analysis 28814 Secondary analysis and offi cial statistics 31015 Quantitative data analysis 32916 Using IBM SPSS for Windows 353Part Three 37717 The nature of qualitative research 37918 Sampling in qualitative research 41519 Ethnography and participant observation 43020 Interviewing in qualitative research 46821 Focus groups 50022 Language in qualitative research 52123 Documents as sources of data 54224 Qualitative data analysis 56425 Computer-assisted qualitative data analysis: using NVivo 5909780199588053_A01.indd ix 10/20/11 4:25 PMBrief contentsxPart Four 61126 Breaking down the quantitative/qualitative divide 61327 Mixed methods research: combining quantitative and qualitative research 62728 E-research: Internet research methods 65329 Writing up social research 683Glossary 709References 718Name index 744Index 7509780199588053_A01.indd x 10/20/11 4:25 PMDetailed contentsAbout the author xxivIntroducing the students xxvGuide to the book xxxiGuided tour of textbook features xxxviGuided tour of the ORC: lecturer resources xxxviiiGuided tour of the ORC: student resources xxxixAbbreviations xlPart One 1Chapter 1 The nature and process of social research 3Introduction 4What is meant by ‘social research’? 4Why do social research? 5The context of social research methods 5Elements of the process of social research 8 Literature review 8 Concepts and theories 8 Research questions 9 Sampling cases 11 Data collection 12 Data analysis 13 Writing up 14The messiness of social research 15Key points 16Questions for review 16Chapter 2 Social research strategies 18Introduction 19Theory and research 20 What type of theory? 21 Deductive and inductive theory 24Epistemological considerations 27 A natural science epistemology: positivism 27 Interpretivism 28Ontological considerations 32 Objectivism 32 Constructionism 33 Relationship to social research 34Research strategy: quantitative and qualitative research 359780199588053_A01.indd5.2What do examiners look for in a literature review?Holbrook et al. (2007) conducted an analysis of examiners’ reports on Ph.D. theses. They analysed 1,310 reports relating to 501 theses in Australia (a Ph.D. thesis is examined by at least two examiners). These reports are naturally occurring documents, in that examiners have to provide these reports as part of the process of examining a Ph.D. candidate. In the course of writing a report, examiners frequently if not invariably comment on the literature review. While these fi ndings are obviously specifi c to a Ph.D., the features that examiners look for are also applicable in general terms to other kinds of writing, such as an undergraduate or a postgraduate dissertation.The reports were analysed using computer-assisted qualitative data analysis software, which will be covered in Chapter 25. The analysis of these reports suggests that comments concerning the literature review were of three basic kinds:Tips and skillsUsing systematic review in a student research projectThe systematic review approach does contain some elements that cannot easily be applied in a student research project because of limitations of time and resources. For example, you are unlikely to be able to assemble a panel of experts in methodology and theory to meet you regularly and discuss the boundaries of the review. However, there are some aspects of the approach that can be applied to students’ research. For example, meeting your supervisor regularly during the planning stage of your literature review to defi ne the boundaries of the subject and to come up with likely search terms is extremely useful. Your supervisor’s knowledge of the subject can be invaluable at this stage. Also, a systematic review approach to the literature requires a transparent way of searching for and examining the literature as well as keeping records of what you have done. These practices are feasible for a student research project.Research in focus 5.1Healthy eating among young peopleShepherd et al. (2006) have published an account of the procedures they used to examine the barriers to healthy eating among young people aged 11–16 years and the factors that facilitate healthy eating. In Table 5.1 I have outlined the chief steps in doing a systematic review, as outlined in the main text, and the corresponding procedures and practices in the review by Shepherd et al. These authors used methods for systematic review that have been developed by the Evidence for Policy and Practice Information and Coordinating Centre (EPPI) at the Institute of Education, University of London. The EPPI has a very comprehensive website that details its approach and its main methods and provides full reports of many of the systematic reviews its members have conducted (http://eppi.ioe.ac.uk/cms/Default.aspx?tabid=53&language=en-US (accessed 2 August 2010)).Chapter guideEach chapter begins with a chapter guide that alerts readers to what they can expect to have learned by the end of each chapter. This provides a route map of what is to follow.Research in focus boxesIt is often said that the three most important features to look for when buying a house are location, location, location. A parallel for the teaching of research methods is examples, examples, examples! Research in focus boxes are designed to provide a sense of place for the theories and concepts being discussed in the chapter text, by providing real examples of published research.Key concept boxes This feature explains key terms, for instance by asking ‘What is . . . ?’, or by listing a series of important points about a particular issue or topic. These boxes will help you build up a terminology about research methods, which you can then apply in your own work and to provide further explanation of ideas that may be diffi cult to understand. Key concepts are indicated in purple type for quick reference and are defi ned in the Glossary.Thinking deeply boxesSocial research methods can sometimes be complex: Thinking deeply boxes contain further discussion of a topic or issue as a way of encouraging you to think about it in greater depth or helping to explain current debates or important discussions that have gone on between researchers. This feature is intended to take you beyond the introductory level and to raise your awareness of some of the complexities involved in using social research methods.Tips and skills boxesThese boxes provide guidance and advice on key aspects of the research process and are intended to help you to avoid making certain mistakes that I have found students commonly make, based on my experiences of talking to and supervising them. Tips and skills boxes also give information that is intended to help you to acquire the skills that are needed to become a competent social researcher.9780199588053_A01.indd xxxvi 10/20/11 4:26 PMhttp://eppi.ioe.ac.uk/cms/Default.aspx?tabid=53&language=en-USGuided tour of textbook features xxxviiStudent experience boxesStudent experience boxes draw on interviews with real researchstudents from a variety of universities around the UK, and provide valuable windows into the research practices and problems of studentswho have gone before you. These boxes will help you to anticipate and resolve research problems as you move through your dissertation orproject.Supervisor experience boxesSupervisor experience boxes draw on interviews with dissertation and thesis supervisors from a variety of universities around the UK, and, like the Student experience boxes, provide valuable insights intothe research practices and problems of students who have gone before you. These boxes will help you to anticipate and resolve researchproblems as you move through your dissertation or project.ChecklistsMost chapters include checklists of issues that should be borne in mindwhen engaging in certain activities (such as doing a literature review, devising a structured interview schedule, or conducting a focus group). They are meant to alert you to key points you will have encountered inthe text so that you can be reminded of what to look out for or consider when doing your own research.Key pointsAt the end of each chapter there is a set of signifi cant points that are particularly crucial for you to take note of. They are meant to alert youto issues that are especially important and to jog your memory about the areas that have been covered.Questions for reviewAt the end of each chapter there is also a series of questions to helpyou to test your understanding of key concepts and ideas.GlossaryAt the end of the book is a glossary of defi nitions of central terms.Many repeat defi nitions in the Key concept boxes, but they alsoprovide a convenient way of knowing what is meant by key terms.Glossary terms are also highlighted in purple text in the chapters.Supervisor experienceHow to annoy your dissertation supervisor and cause yourself problems: fi ve easy stepsSupervisors were asked about some of the chief frustrations associated with supervising dissertation students. There were some recurring themes in their responses. Here are some easy ways to annoy your supervisor and create problems for yourself:1. Don’t turn up to pre-arranged supervision meetings. Quite aside from the rudeness of doing this, a failure to turn up begins to ring alarm bells about whether the student is veering off course.2. Leave the bulk of the work until the last minute. Supervisors know full well that research must be paced because it requires a great deal of forethought and because things can go wrong. The longer students leave their dissertation work, the more diffi cult it becomes to do thorough research and to rectify problems.3. Ignore what your supervisor advises you to do. Supervisors are extremely experienced researchers, so thatignoring their advice is irritating and certainly not in a student’s interest.4 Hand in shoddy drafts as late as possible It is not your supervisor’s role to write the dissertation for you soChecklistPlanning a research project � Do you know what the requirements for your dissertation are, as set out by your university or department? � Have you made contact with your supervisor? � Have you allowed enough time for planning, doing, and writing up your research project? � Do you have a clear timetable for your research project with clearly identifi able milestones for the achievement of specifi c tasks? � Have you got suffi cient fi nancial and practical resources (for example, money to enable travel to research site, recording device) to enable you to carry out your research project? � Have you formulated some research questions and discussed these with your supervisor? � � � � � �Key points ● Follow the dissertation guidelines provided by your institution. ● Thinking about your research subject can be time consuming, so allow plenty of time for this aspect of the dissertation process. ● Use your supervisor to the fullest extent allowed and follow the advice offered by him or her. ● Plan your time carefully and be realistic about what you can achieve in the time available. ● Formulate some research questions to express what it is about your area of interest that you want to know.● Writing a research proposal is a good way of getting started on your research project and encouraging � � � � � �Questions for reviewManaging time and resources ● Why is it important to devise a timetable for your research project?Formulating suitable research questions ● Why are research questions necessary? ● What are the main sources of research questions? ● What are the main steps involved in developing research questions? ● What criteria can be used to evaluate research questions?Category In grounded theory, a category occupies a space between a researcher’s initial theoretical refl ections on and understanding of his or her data and a concept, which is viewed as a higher level of abstraction. Thus, a category has an intermediate position in terms of abstraction between coding and a theory.Student experienceStrategies for fi nding referencesThe students who supplied information concerning their strategies for doing their literature reviews used a variety of approaches. As well as searching the journals, Erin Saunders got help from her supervisor and others.I was recommended a number of relevant texts by my supervisor—and from there I located other sources by using the bibliographies of these texts. As well, I did an extensive journal search for articles that were related to my topic. I also contacted a number of academics in the fi eld to ask for specifi c suggestions. Then I read as much of the literature as I could, identifying key themes and ideas.Hannah Creane’s approach was to focus on key names in the sociological literature on childhood.Initially I read a few core textbooks that cover the general aspects of sociology, and picked out from them the main names of sociologists who have written about childhood and, in particular, childhood as a social construction. From there I read the books of some of the key names within the fi eld of childhood study, and just simply kept looking up the names of sociologists whom they had referenced. I kept going like this until I felt I had enough literature to back up my fi ndings and theories that I made in the light of my own research.9780199588053_A01.indd xxxvii 10/20/11 4:26 PMGuided tour of the ORC: lecturer resourcesPowerPoint slidesA suite of customizable PowerPoint slides has been included for use in lecture presentations. Arranged by chapter theme and tied specifi cally to the lecturer’sguide, the slides may also be used as handouts in class.Lecturer’s guideA comprehensive lecturer’s guide has been included to assist both new and experienced instructors in their teaching. The guide includes reading guides, lecture outlines, further coverage of diffi cult concepts, and teaching activities, and is accompanied by instructions on how the guide may be most effectivelyimplemented in the teaching programme.Case studiesEach chapter is accompanied by a case study, complete with 3–5 discussionquestions. These can be used in seminars or as assignments, to stimulate group work, and for independent critical thinking.Figures and tables from the textAll fi gures and tables from the text are provided in high resolution format for downloading into presentation software or for use in assignments and exammaterial.Test bankThis customizable resource contains 10 questions per chapter with answers and feedback, allowing you to create your own personalized testing sessions. These can be used to monitor students’ understanding and progress during the term, or in formal assessment at the end of the course.www.oxfordtextbooks.co.uk/orc/brymansrm4e/This textbook is accompanied by a full suite of online resources, which are freely available to adopting lecturers. Our comprehensive supplements will save you time in preparing lectures, planning seminars, and creating assessments for your students. To register for a password, simply follow the steps on the Social Research Methods homepage.9780199588053_A01.indd xxxviii 10/20/11 4:26 PMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Guided tour of the ORC: student resourcesMultiple choice questionsThe best way to reinforce your understanding of research methods is through frequent and cumulative revision. To aid you in this, a bank of self-marking multiplechoice questions has been provided for each chapter of the text, and includes instant feedback on your answers to help strengthen your knowledge of key research concepts.Annotated web linksA series of annotated web links to the best social research websites, organized by chapter, enables you to extend your understanding by reading the latestperspectives on social research issues.Flashcard glossaryOnline fl ashcards have been designed to help you understand and memorize thekey terms used in the book. The fl ashcards can also be downloaded to your iPod or other portable devices for revision on the move.Student researcher’s toolkitThis toolkit is divided into two main parts:1. An interactive research project guide, which takes you step-by-step through each of the key research phases, ensuring that you do not overlook any research step, and providing guidance and advice on every aspect of social research fromdealing with your supervisor to ways of organizing and writing your dissertationfor maximum effect.2. Dos and don’ts of social research: a quick practical checklist drawn fromexperience of common pitfalls.Student experience podcastsLearn from the real research experiences of students who have completed their own research projects! Download podcasts explaining in detail about the research projects of undergraduate and postgraduate (MA and Ph.D.) students from a range of degree courses throughout the UK. Learn about the research processes they went through and the problems they resolved as they moved through each research phase. The questionnaires they answered are also available on the ORC as Word documents.Guide to using Excel in data analysisUsing Excel to an advanced level can be one of the trickiest aspects of a research project. This interactive guide takes you step-by-step from the very fi rst stages of using Excel to more advanced topics such as descriptive statistics, contingency tables, charting and regression, and statistical signifi cance.www.oxfordtextbooks.co.uk/orc/brymansrm4e/9780199588053_A01.indd xxxix 10/20/11 4:26 PMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/AbbreviationsASA American Sociological AssociationBCS British Crime SurveyBFI British Film InstituteBHPS British Household Panel SurveyBPS British Psychological SocietyBSA British Social Attitudes [survey]BSA British Sociological AssociationBSE Bovine Spongiform EncephalopathyCA conversation analysisCAPI computer-assisted personal interviewingCAQDAS computer-assisted/aided qualitative data analysis softwareCATI computer-assisted telephone interviewingCCSE Cultural Capital and Social ExclusionCCTV closed-circuit televisionCDA critical discourse analysisCF cystic fi brosisCJD Creutzfeldt Jakob DiseaseCV curriculum vitaeDA discourse analysisECA ethnographic content analysisEFS Expenditure and Food SurveyENT ear, nose, throatEPPI Evidence for Policy and Practice Information and Coordinating CentreESDS Economic and Social Data ServiceESRC Economic and Social Research CouncilFES Family Expenditure SurveyFIAC Flanders Interaction Analysis CategoriesFMD foot and mouth diseaseFRE Framework for Research EthicsGHS General Household SurveyGLF General Lifestyle SurveyHALS Health and Lifestyle SurveyHETUS Harmonized European Time Use StudiesHISS hospital information support systemHRT hormone replacement therapyIBSS International Bibliography of the Social SciencesICI Imperial Chemical IndustriesHIS Integrated Household SurveyIRB Institutional Review BoardISSP International Social Survey ProgrammeISP Internet service providerIT information technology9780199588053_A01.indd xl 10/20/11 4:26 PMAbbreviations xliLFS Labour Force SurveyMUD multi-user domainNCDS National Child Development StudyNFS National Food SurveyNGO non-governmental organizationsNHS National Health ServiceNSPCC National Society for the Prevention of Cruelty to ChildrenNS-SEC National Statistics Socio-Economic Classifi cationNUD*IST Non-numerical Unstructured Data Indexing Searching and TheorizingNVIVO QSR NUD*IST VivoONS Offi ce for National StatisticsONS Omnibus SurveyORACLE Observational Research and Classroom Learning EvaluationQLL qualitative longitudinal researchRAE Research Assessment ExerciseRCT randomized controlled trialRDD random digit dialingREC Research Ethics CommitteeREF Research Ethics FrameworkRGF Research Governance Framework for Health and Social CareSCELI Social Change and Economic Life InitiativeSCPR Social and Community Planning ResearchSE standard error [of the mean]SPSS Statistical Package for the Social SciencesSRA Social Research AssociationSSCI Social Sciences Citation IndexTB tuberculosisTDM Tailored Design MethodUKDA UK Data ArchiveWERS Workplace Employment Relations SurveyWI Women’s InstituteWoK Web of Knowledge9780199588053_A01.indd xli 10/20/11 4:26 PMThis page intentionally left blank Part OnePart One of this book aims to provide the groundwork for the more specialized chapters in Parts Two, Three, and Four. In Chapter 1, some of the basic ideas in thinking about social research methods are outlined. Chapters 2 and 3 are concerned with two ideas that will recur again and again during the course of this book—the idea of research strategy and the idea of research design. Chapter 2 outlines a variety of considerations that impinge on the practice of social research and relates these to the issue of research strategy. Two research strategies are identifi ed: quantitative and qualitative research. Chapter 3 identifi es the different kinds of research design that are employed in social research. Chapters 4 and 5 are concerned with providing advice to students on some of the issues that they need to consider if they have to prepare a dissertation based upon a relatively small-scale research project. Chapter 4 deals with planning and formulating research questions, including the principles and considerations that need to be taken into account in designing a small-scale research project, while Chapter 5 is about how to get started in reviewing the literature. Chapter 6 deals with ethics in social research.9780199588053_C01.indd 1 10/20/11 9:58 AMThis page intentionally left blank The nature and process of social researchChapter outlineIntroduction 4What is meant by ‘social research’? 4Why do social research? 5The context of social research methods 5Elements of the process of social research 8Literature review 8Concepts and theories 8Research questions 9Sampling cases 11Data collection 12Data analysis 13Writing up 14The messiness of social research 15Key points 16Questions for review 1619780199588053_C01.indd 3 10/20/11 9:58 AMThe nature and process of social research4IntroductionThis book is concerned with the ways that social re-searchers go about their craft. I take this to mean that it is concerned with the approaches that are employed by social researchers to go about the research process in all its phases—formulating research objectives, choosing research methods, securing research participants, col-lecting, analysing, and interpreting data, and dissemi-nating fi ndings to others. An understanding of social research methods is important for several reasons, but two stand out. First, it is hoped that it will help readers to avoid the many pitfalls that are all too common when relatively inexperienced people try to do social research, such as failing to match research questions to research methods, asking ambiguous questions in questionnaires, and engaging in practices that are ethically dubious. If you are expected to conduct a research project, an education in research methods is important, not just for ensuring that the correct procedures are followed but also for gaining an appreciation of the choices that are available to you. Second, an understanding of social research methods is also important from the point of view of being a consumer of published research. When people take degrees in the social sciences, they will read a lot of published research in the substantive areas they study. A good grounding in the research process and a knowledge of the potential pitfalls can provide a critical edge when reading the research of others that can be invaluable.Chapter guideThis chapter aims to introduce readers to some fundamental considerations in conducting social research. It begins by outlining what we mean by social research and the reasons why we conduct it. However, the bulk of the chapter then moves on to consider three areas:• The context of social research methods. This entails considering issues such as the role of theory in relation to social research, the role of values and in particular of ethical considerations in the research process, the signifi cance of assumptions about the nature of the social world and about how knowledge about it should be produced, and the ways in which political considerations may materialize in social research.• The elements of the research process. The whole book is dedicated to the elements of social research, but here the essential stages are given a preliminary treatment. The elements identifi ed are: a literature review; formulating concepts and theories; devising research questions; sampling; data collection; data analysis; and writing up fi ndings.• The messiness of social research. This section acknowledges that social research often does not conform to a neat, linear process and that researchers may fi nd themselves facing unexpected contingencies and diffi culties. At the same time, it is suggested that a familiarity with the nature of the research process and its principles is crucial to navigating through the unexpected.All of the issues presented in these three sections will be treated in much greater detail in later chapters, but they are introduced at this stage to provide readers with an early encounter with them.What is meant by ‘social research’?The term ‘social research’ as used in this book denotes academic research on topics relating to questions relevant to thesocial scientifi c fi elds, such as sociology, human geography, social policy, politics, and criminology. Thus, 9780199588053_C01.indd 4 10/20/11 9:58 AMThe nature and process of social research 5research topics and issues and how to interpret and draw implications from research fi ndings. In other words, what dis tinguishes social research of the kind discussed in this book is that it is deeply rooted in the ideas and intellectual traditions of the social sciences. This book is about the methods that are used to create that kind of research.Why do social research?The rationale for doing social research has been outlined in the previous section to a certain extent. Academics conduct such research because, in the course of reading the literature on a topic or when refl ecting on what is going on in modern social life, questions occur to them. They may notice a gap in the literature or an inconsis-tency between a number of studies or an unresolved issue in the literature. These provide common circumstances that act as springboards for social research in academic circles. Another is when there is a development in society that provides an interesting point of departure for the investigation of a research question. For example, noting social research involves research that draws on the social sciences for conceptual and theoretical inspiration. Such research may be motivated by developments and changes in society, such as the rise in worries about security or binge-drinking, but it employs social scien-tifi c ideas to illuminate those changes. It draws upon the social sciences for ideas about how to formulate the widespread use of text messaging on mobile tele-phones, a researcher might become interested in study-ing how far it has affected the nature and quality of interaction in social life. In exploring this kind of issue, the researcher is likely to draw upon the literature on technology and on social interaction to provide insights into how to approach the issue. As I say in Chapter 2, there is no single reason why people do social research of the kind emphasized in this book, but, at its core, it is done because there is an aspect of our understand-ing of what goes on in society that is to some extent unresolved.The context of social research methodsSocial research and its associated methods do not take place in a vacuum. In this book, a number of factors that form the context of social research will be mentioned. The following factors form part of the context within which social research and its methods operate:• The theories that social scientists employ to help to understand the social world have an infl uence on what is researched and how the fi ndings of research are inter-preted. In other words, the topics that are investigated are profoundly infl uenced by the available theoretical positions. Thus, if a researcher was interested in the impact of mobile phone text messaging on sociability, it is quite likely that he or she would want to take into account prevailing theories about how technology is used and its impacts. In this way, social research is informed and infl uenced by theory. It also contributes to theory because the fi ndings of a study will feed into the stock of knowledge to which the theory relates.• As the previous point implies, the existing knowledge about the area in which the researcher is interested forms an important part of the background within which social research takes place. In practice, this means that someone planning to conduct research must be familiar with the literature on the topic or area of interest. You have to be acquainted with what is already known about the research area in which you are interested so that you can build on it and not risk covering the same ground as others. Review-ing the literature is the main focus of Chapter 5 and is also an ingredient of other chapters, such as Chapter 29.• The researcher’s views about the nature of the rela-tionship between theory and research also have impli-cations for research. For some practitioners, theory is something that is addressed at the beginning of a research project. The researcher might be viewed as 9780199588053_C01.indd 5 10/20/11 9:58 AMThe nature and process of social research6engaging in some theoretical refl ections out of which a hypothesis is formulated and then subsequently tested. An alternative position is to view theory as an outcome of the research process—that is, as some-thing that is arrived at after the research has been carried out. This difference has implications for re-search, because the fi rst approach implies that a set of theoretical ideas drive the collection and analysis of data whereas the second suggests a more open-ended strategy in which theoretical ideas emerge out of the data. Of course, as is so often the case in discussions of this kind, the choice is rarely as stark as this account of the relationship between theory and research implies, but it does imply that there are some contrasting views about the role of theory in relation to research. This issue will be a major focus of Chapter 2.• The assumptions and views about how research should be conducted infl uence the research process. It is often assumed that a ‘scientifi c’ approach will and should be followed, in which a hypothesis is for-mulated and then tested using precise measurement techniques. Such research defi nitely exists, but the view that this is how research should be done is by no means universally shared. Considerations of this kind are referred to as epistemological ones. They raise questions about, and invite us to refl ect upon, the issue of how the social world should be studied and whether a scientifi c approach is the right stance to adopt. Some researchers favour an approach that eschews a scientifi c model, arguing that people and their social institutions are very different from the subject matter of the scientist and that an approach is needed that is more sensitive to the special qualities of people and their social institutions. This issue will be a major focus in Chapter 2.• The assumptions about the nature of social phenom-ena infl uence the research process too. It is sometimes suggested that the social world should be viewed as something that is external to social actors and over which they have no control. It is simply there, acting upon and infl uencing their behaviour, beliefs, and values. We might view the culture of an organization as a set of values and behavioural expectations that exert a powerful infl uence over those who work in the organization and into which new recruits have to be socialized. But we could also view it as an entity that is in a constant process of reformulation and reassess-ment, as members of the organization continually modify it through their practices and through small innovations in how things are done. Considerations of this kind are referred to as ontological ones. They invite us to consider the nature of social phenomena—are they relatively inert and beyond our infl uence or are they very much a product of social interaction? As for epistemological issues discussed in the previous point, the stance that the researcher takes on them has implications for the way in which social research is conducted. This issue will be a major focus of Chapter 2.• The values of the research community have signifi cant implications for researchers. This can take a number of forms. Ethical issues have been a point of discussion, and indeed often of considerable dissension, over the years, but in recent times they have soared in promin-ence. It is now almost impossible to do certain kinds of research without risking the opprobrium of the research community and possible censure from the organizations in which researchers are employed. Nowadays, there is an elaborate framework of bodiesthat scrutinize research proposals for their ethical integrity, so that transgression of ethical principles becomes ever less likely. Certain kinds of research require special provision with regard to ethics, such as research involving children or vulnerable adults. Thus, ethical values and the institutional arrange-ments that have arisen in response to the clamour for ethical caution have implications for what and who can be researched and for how research can be con-ducted to the point where certain research methods and practices are no longer employed. Another way in which the values of the research community can impinge on the researcher is that in certain fi elds, such as in social policy, there is a strong view that those being researched should be involved in the re-search process. For example, when social researchers conduct research on service users, it is often suggested that the users of those services should be involved in the formulation of research questions and instruments, such as questionnaires. While such views are not uni-versally held (Becker et al. 2010), they form a con-sideration that researchers in certain fi elds may feel compelled to refl ect upon when contemplating certain kinds of investigation. Ethical issues are addressed further in Chapter 6 and touched on in several other chapters.• Related to the previous issue is the question of what research is for. Thus far, I have tended to stress the academic nature and role of social research—namely, 9780199588053_C01.indd 6 10/20/11 9:58 AMThe nature and process of social research 7that it is to add to the stock of knowledge about the social world. However, many social scientists feel that research should have a practical purpose and that it should make a difference to the world around us. Such an emphasis means that, for some practitioners, the social sciences should focus on topics and issues that will have implications for practice. For researchers in social science disciplines like social policy, an em-phasis on investigations having demonstrable implica-tions for practice is more widely held than in it might be in other disciplines. Also, there are research ap-proaches that are more or less exclusively designed to explore issues that will have implications for people’s everyday lives, such as evaluation research and action research, which will be touched upon in Chapters 3 and 17 respectively. However, even in fi elds like social policy, a commitment to an emphasis on practice is not universally held. In a survey of UK social policy researchers in 2005, Becker, Bryman, and Sempik (2006) found that 53 per cent of all those questioned felt that it was equally important for research to have potential value for policy and practice and to lead to the accumulation of knowledge, a further 34 per cent felt it was more important for research to have potential value for policy and practice, and 13 per cent felt it was more important for social policy research to lead to the accumulation of knowledge.• Social research operates within a wider political con-text. This feature has many aspects and some of these are mentioned in Chapter 6. For example, much social research is funded by government bodies, and these tend to refl ect the orientation of the government of the day. This will mean that certain research issues are somewhat more likely to receive fi nancial support than others. Further, for research supported by the Economic and Social Research Council (ESRC), the major funding body for UK social science research, prospective applicants are supposed to demonstrate how potential users of the research will be involved or engaged if the research receives fi nancial support. The notion of a ‘user’ is capable of being interpreted in a number of different ways, but it is likely to be more straightforward for an applicant to demonstrate the involvement of users when research has a more applied focus. In other words, the stipulation that users must be involved could be taken to give a slight advantage to research with a focus on practice.• The training and personal values of the researcher cannot be ignored. They form a component of the context of social research methods in that they may infl uence the research area, the research questions, and the methods employed to investigate these. Our experiences and our interests frequently have some infl uence on the issues we research. As academic social researchers, the issues that interest us have to connect to the wider disciplines of the social sciences. An example referred to in Chapter 2 is O’Reilly’s (2000) study of British expatriates living on Spain’s Costa Del Sol. The issue was of interest to her because she and her partner were planning to live there them-selves. This clearly constitutes a personal interest, but it is not exclusively so, because she used the topic as a lens for raising issues about transnational migra-tion, an issue that has been of great interest to social scientists in recent years. I also mention in Chapter 2 my own interest in the ways in which social science research is reported in the mass media. This grew out of a wounding experience reported in Haslam and Bryman (1994), which led me to develop an interest in the issue more generally, to read a great deal of the literature on the reporting of both science and social science in the media, and to develop it into a research project. Also, social researchers, as a result of their training and sometimes from personal prefer-ences that build up, frequently develop attachments to, or at least preferences for, certain research methods and approaches. One of the reasons why I try to cover a wide range of research methods in this book is because I am convinced that it is import-ant for practising and prospective researchers to be familiar with a diversity of methods and how to implement them. The development of methodological preferences carries the risk of researchers becoming blinkered and restricted in what they know, but it is undoubtedly the case that such preferences often do emerge and have implications for the conduct of research.It is impossible to arrive at an exhaustive list of factors that are relevant to this section, but it is hoped that the discussion above will provide a fl avour of the ways in which the conduct of social research and the choice of research methods are not hermetically sealed off from wider infl uences.9780199588053_C01.indd 7 10/20/11 9:58 AMThe nature and process of social research8In this section and the rest of this chapter, I will introduce what I think are the main elements of most research projects. It is common for writers of textbooks on social research methods to compile fl ow charts of the research process, and I am not immune to this temptation, as you will see from, for example, Figures 2.1, 8.1, and 17.1! At this point, I am not going to try to sequence the vari-ous stages or elements of the research process, as the sequencing varies somewhat according to different re-search strategies and approaches. All I want to do at this juncture is to introduce some of the main elements—in other words, elements that are common to all or most varieties of social research. Some of them have already been touched on in the previous section and all of them will be addressed further and in more detail in later chapters.Literature reviewThe existing literature represents an important element in all research. When we have alighted upon a topic or issue that interests us, we must read further to determine a number of things. We need to know:• what is already known about the topic;• what concepts and theories have been applied to the topic;• what research methods have been applied to the topic;• what controversies about the topic and how it is studied exist;• what clashes of evidence (if any) exist;• who thekey contributors to research on the topic are.Many topics have a rich tradition of research, so it is un-likely that many people, such as students doing an under-graduate or postgraduate Master’s dissertation, will be able to conduct an exhaustive review of the literature in such areas. What is crucial is that you establish and read the key books and articles and some of the main fi gures who have written in the fi eld. As I suggest in Chapter 5, it is crucial that you know what is known, so that you cannot be accused of not doing your homework and therefore of naively going over old ground. Also, being able to link your own research questions, fi ndings, and discussion to the existing literature is an important and useful way of demonstrating the credibility and contribu-tion of your research. However, as will become clear from reading Chapter 5, a literature review is not simply a summary of the literature that has been read. The writ-ten literature review is expected to be critical. This does not necessarily mean that you are expected to be highly critical of the authors you read, but it does mean that you are supposed to assess the signifi cance of their work and how each item fi ts into the narrative about the literature that you construct when writing a literature review.Concepts and theoriesConcepts are the way that we make sense of the social world. They are essentially labels that we give to aspects of the social world that seem to have common features that strike us as signifi cant. As outlined in Chapter 7, the social sciences have a strong tradition of concepts, many of which have become part of the language of everyday life. Concepts such as bureaucracy, power, social control, status, charisma, labour process, cultural capital (see Research in focus 1.1 for an example using this concept), McDonaldization, alienation, and so on are very much part of the theoretical edifi ce that generations of social scientists have constructed. Concepts are a key ingredi-ent of theories. Indeed, it is almost impossible to imagine a theory that did not have at least one concept embedded in it.Concepts serve several purposes in the conduct of social research. They are important to how we organize and signal to intended audiences our research interests. They help us to think about and be more disciplined about what it is we want to fi nd out about and at the same time help with the organization of our research fi ndings. In the section on ‘The context of social research methods’ it was noted briefl y that the relationship be-tween theory and research is often depicted as involving a choice between theories driving the research process in all its phases and theories as a product of the research process. This is invariably depicted as the contrast be-tween respectively deductive and inductive approaches to the relationship between theory and research and is something that will be expanded upon in Chapter 2. Unsurprisingly, this contrast has implications for concepts. Concepts may be viewed as something we start out Elements of the process of social research9780199588053_C01.indd 8 10/20/11 9:58 AMThe nature and process of social research 9with and that represent key areas around which data are collected in an investigation. In other words, we might collect data in order to shed light on a concept or more likely several concepts and how they are connected. This is the approach taken in the investigation reported in Research in focus 1.1. The alternative view is that con-cepts are outcomes of research. According to this second view, concepts help us to refl ect upon and organize the data that we collect. Of course, these are not mutually exclusive positions. In research, we often start out with some key concepts that help us to orient to our subject matter but, as a result of collecting data and interpreting them, we possibly revise those concepts, or new ones emerge through our refl ections.One of the reasons why familiarity with the existing literature in a research area (the issue covered in the previous section) is so important is that it alerts us to some of the main concepts that past researchers have employed and how useful or limited those concepts have been in helping to unravel the main issues. Research in focus 1.1 provides an example of this tendency in that the concept of cultural capital is employed for its possible insights into the process of students being accepted or rejected when applying for entry to Oxford University. Even when we are reading the literature solely as con-sumers of research—for example, when writing an essay—knowing what the key concepts are, who is responsible for them, and what controversies there are (if any) surrounding them can be crucial.Research questionsResearch questions have been mentioned in passing on a couple of occasions, and they are implicit in some of Key concept 1.1 What are research questions?A research question is a question that provides an explicit statement of what it is the researcher wants to know about. A research purpose can be presented as a statement (for example, ‘I want to fi nd out whether (or why) . . .’), but a question forces the researcher to be more explicit about what is to be investigated. A research question must have a question mark at the end of it or else it is not a question. It must be interrogatory. Research in focus 1.1 provides an example of a study with several research questions. A hypothesis is in a sense a form of research question, but it is not stated as a question and provides an anticipation of what will be found out.Denscombe (2010) has provided a helpful list of types of research question. This list fi rst appeared in an earlier edition, which has been embellished by White (2009). The following types of research question are proposed by Denscombe:1. Predicting an outcome (does y happen under circumstances a and b?).2. Explaining causes and consequences of a phenomenon (is y affected by x or is y a consequence of x?).3. Evaluating a phenomenon (does y exhibit the benefi ts that it is claimed to have?).4. Describing a phenomenon (what is y like or what forms does y assume?).5. Developing good practice (how can we improve y?).6. Empowerment (how can we enhance the lives of those we research?).White (2009) is uneasy about Denscombe’s last category, arguing that an emphasis on political motives of this kind can impede the conduct of high-quality research. To some extent, this difference of opinion can be attributed to differences in viewpoint about the purposes of research highlighted in the section on ‘The context of social research methods’. Rather than the sixth type of research question above, White proposes an alternative:7. Comparison (do a and b differ in respect of x?).There are many ways that research questions can be categorized, and it is also diffi cult to arrive at an exhaustive list, but these seven types provide a rough indication of the possibilities as well as drawing attention to a controversy about the wider goals of research.9780199588053_C01.indd 9 10/20/11 9:58 AMThe nature and process of social research10the discussion thus far. Research questions are extremely important in the research process, because they force you to consider that most basic of issues—what is it about your area of interest that you want to know? Most people beginning research start with a general idea of what it is they are interested in. Research questions force you to consider the issue of what it is you want to fi nd out about much more precisely and rigorously. Developing research questions is a matter of narrowing down and focusing more precisely on what it is that you want to know about.Research questions are, therefore, important. Having no research questions or poorly formulated research questions will lead to poor research. If youdo not specify clear research questions, there is a great risk that your research will be unfocused and that you will be unsure about what your research is about and what you are collecting data for. It does not matter how well you design a questionnaire or how skilled an interviewer you are; you must be clear about your research questions. Equally, it does not matter whether your research is for a project with a research grant of £300,000, a doctoral Research in focus 1.1Research questions in a study of cultural capitalThe focus of the article by Zimdars, Sullivan, and Heath (2009) is the recruitment of students to Oxford University. Recruitment to UK universities and to the elite universities of Oxford and Cambridge has been the focus of political controversy in recent years, because the failure to recruit suffi cient numbers of state-school students is seen as elitist and as restricting social mobility. Admissions offi cers in Oxford and Cambridge universities in particular are often portrayed as displaying class prejudices that constrain the life chances of young people from less privileged backgrounds. The researchers’ aim was ‘to assess whether cultural capital is linked to success in gaining admission for those who apply’ (Zimdars et al. 2009: 653). They then go on to outline their research questions:Specifi cally, we address the following questions:1. How do Oxford applicants vary in their cultural participation and cultural knowledge, according to parents’ education, social class, gender and ethnicity?2. Does cultural capital predict acceptance to Oxford?3. If so, does its effect remain once we control for examination performance?4. Is cultural capital more important for admission to the arts and humanities faculties than to the sciences?5. To what extent does cultural capital mediate the effect of social class, parents’ education, private schooling, ethnicity and gender? (Zimdars et al. 2009: 653)At one level, this research seeks to address issues of relevance to social and educational policy. As noted in the section on ‘The context of social research methods’, social research sometimes explores issues that are mainly to do with policy and practice. But the researchers are also keen to draw on theory and one key concept in particular—Bourdieu’s concept of cultural capital—to help understand the processes underlying the low level of acceptance of state-school applicants at Oxford. Cultural capital refers to an individual’s ability to distinguish him- or herself through cultural experiences and competencies. It is argued that such cultural expertise allows the middle class to reproduce itself both culturally and socially and serves to reduce the social and economic opportunities of working-class children.Zimdars et al. draw primarily on a questionnaire survey of Oxford applicants who applied for entry in 2002. Of particular interest is that the researchers found cultural knowledge to be a more important factor in success at gaining entry than mere cultural participation through visiting museums, galleries, etc. As the authors put it: ‘What matters is a relationship of familiarity with culture, rather than just participation in culture’ (Zimdars et al. 2009: 661). As such, these fi ndings are only partially supportive of Bourdieu’s ideas at least so far as they relate to the issue of gaining admission to Oxford.9780199588053_C01.indd 10 10/20/11 9:58 AMThe nature and process of social research 11thesis, or a small mini-project. Research questions are crucial because they will:• guide your literature search;• guide your decisions about the kind of research design to employ;• guide your decisions about what data to collect and from whom;• guide your analysis of your data;• guide your writing-up of your data;• stop you from going off in unnecessary directions; and• provide your readers with a clearer sense of what your research is about.It has been suggested above that research questions will help to guide your literature search for your literature review. However, it is also possible, if not likely, that reading the literature may prompt you to revise your research questions and may even suggest some new ones. Therefore, at an early stage of a research study, research questions and the literature relating to them are likely to be rather intertwined. A plausible sequence at the begin-ning of a research project is that initial contact with the literature relating to an area of interest suggests one or two research questions and that further reading guided by the initial research questions gives rise to a revision of them or possibly some new ones. In Chapter 4, there will be more discussion of research questions and how they can be developed.Student experienceGenerating and changing research questionsHannah Creane elaborated on her answers regarding her research questions in an email. She writes:the three initial research questions I had formulated when I began the study were: what makes a child a child?; what makes an adult an adult?; and to what extent can the child be seen as a ‘mini’ adult? However, while writing this up I realized that those questions were no longer really the guiding questions for my research. The study has evolved and become more of an empirical refl ection of the generational changes within childhood rather than looking specifi cally at what childhood actually is. It seems to me that the two appropriate questions in relation to the study as a whole now are: What makes a child a child as opposed to an adult?; and to what extent has this changed across the generations?To read more about Hannah’s research experiences, go to the Online Resource Centre that accompanies this book at: www.oxfordtextbooks.co.uk/orc/brymansrm4e/Sampling casesSocial research is not always carried out on people. For example, we may want to examine mass-media content and employ a technique like content analysis, which is covered in Chapter 13. In such a situation, we are collect-ing our data from newspapers or television programmes rather than from people. Because of this, it is common for writers on social research methods to use the term ‘case’ to cover the wide variety of objects on whom or from whom data will be collected. Much if not most of the time, ‘cases’ will be people. In social research we are rarely in a position in which we can interview, observe, or send questionnaires to all possible individuals who are appropriate to our research and equally we are unlikely to be able to read and analyse the content of all articles in all newspapers relating to an area of media content that interests us. Time and cost issues will always constrain the number of cases we can include in our research, so we almost always have to sample.As we will see in later chapters, there are a number of different principles behind sampling. Many people asso-ciate sampling with surveys and the quest for represen-tative samples. This approach to sampling invariably lies behind sampling for opinion polls of the kind that we often encounter in newspapers. Such sampling is usually based on principles to do with searching for a sample that can represent (and therefore act as a microcosm of) a wider population. If newspapers could not make claims about the representativeness of the samples used for the opinion polls they commission, the fi ndings they report about the prospects for political parties would 9780199588053_C01.indd 11 10/20/11 9:58 AMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/The nature and process of social research12be less signifi cant. In Chapter 8, the principles that lie behind the quest for the representative sample will be explained. These principles do not apply solely to ques-tionnaire survey research of the kind described in Research in focus 1.1 but may also apply to other kinds of investigation—for example,when sampling newspaper articles for a content analysis of media content. By no means all forms of social science research prioritize representative samples. In several of the chapters in Part Three we will encounter sampling principles that are based not on the idea of representativeness but on the notion that samples should be selected on the basis of their appropriateness to the purposes of the investiga-tion. Also, in case study research, there may be just one or two units of analysis. With such research, the goal is to understand the selected case or cases in depth. Sampling issues are relevant to such research as well. Quite aside from the fact that the case or cases have to be selected according to criteria relevant to the research, those indi-viduals who are members of the case study context have to be sampled according to criteria too. However, the chief point to register at this juncture is that sampling is an inevitable feature of most if not all kinds of social research and therefore constitutes an important stage of any investigation.Data collectionTo many people, data collection represents the key point of any research project, and it is probably not surprising therefore that this book probably gives more words and pages to this stage in the research process than any other. Some of the methods of data collection covered in this book, such as interviewing and questionnaires, are prob-ably more familiar to many readers than some of the others. Some methods entail a rather structured approach to data collection—that is, the researcher establishes in advance the broad contours of what he or she needs to fi nd out about and designs research instruments to implement what needs to be known. The questionnaire is an example of such an instrument; the researcher establishes what he or she needs to know to answer the research questions that drive the project and designs questions in the questionnaire that will allow data to be collected to answer those research questions. Similarly, something like a structured interview—the kind of interview used in survey investigations—includes a host of questions designed for exactly the same purpose. It is unfortunate that we use the same word—question—for both research questions and the kinds of questions that are posed in questionnaires and interviews. They are very different: a research question is a question designed to indicate what the purpose of an investigation is; a questionnaire question is one of many questions that are posed in a questionnaire that will help to shed light on and answer one or more research questions.It is also possible to discern in this book methods of data collection that are less structured or, to put it another way, that are more unstructured. In Part Three in particular, research methods will be encountered that emphasize a more open-ended view of the research pro-cess, so that there is less restriction on the kinds of things that can be found out about. Research methods such as participant observation and semi-structured inter-viewing are used so that the researcher can keep more of an open mind about the contours of what he or she needs to know about, so that concepts and theories can emerge out of the data. This is the inductive approach to theoriz-ing and conceptualization that was referred to above. Such research is usually still geared to answering re-search questions, but these are often expressed in a less explicit form than the research questions encountered in more structured research of the kind encountered in Research in focus 1.1. This can be seen by comparing the specifi city of these research questions with those of a study of retired senior managers by Jones, Leontowitsch, and Higgs (2010):Our aim was to explore the experiences of retirement, changes in lifestyle and social roles and the meanings associated with retirement amongst early retirees from higher management. Research questions included: to what extent do our respondents construct a new balance of activities? Do respondents construct new discourses of everyday life? Does the move by respondents into leisure retirement create new tensions in other parts of their lives? (Jones et al. 2010: 105)These research questions derived in part from, and were illuminated by, the concept of the ‘quasi-subject’ in modern societies, whereby people ‘become authors of their own biographies—authors who have to continually construct identities and biographical narratives in order to give meaning to lives that are lived out in the face of uncertainty’ (Jones et al. 2010: 104). In order to explore the research questions, semi-structured interviews with twenty relevant retirees were undertaken. The inter-views were designed ‘to encourage a conversation and to allow participants to give their own account of retire-ment’ (Jones et al. 2010: 108). This is a noticeably less 9780199588053_C01.indd 12 10/20/11 9:58 AMThe nature and process of social research 13structured approach to the collection of data, which re-fl ects the open-ended nature of the research questions.The collection of data, then, can entail different sorts of approach in terms of how structured or open-ended the implementation of the methods are. An issue that arises in all research is that of quality. How do you do good research and how do you know it when you read it? The assessment of research quality is an issue that relates to all phases of the research process, but the quality of the data-collection procedures is bound to be a key con-cern. As we will see in several chapters, the assessment of quality has become a prominent issue among social re-search practitioners and also for policy-makers with an interest in academic research. It has become a much more signifi cant topic since the fi rst edition of this book was published in 2001. There are several reasons for the greater prominence of research quality assessment, some of which will be mentioned in later chapters. However, the key point to register for the time being is that, with the increased importance of research quality assessment, debates have arisen about issues such as whether there can be quality criteria that apply to all forms of research. As we will see, especially in Chapter 17, there has been a clear position among some methodologists that a ‘horses for courses’ approach is required whereby the applica-tion of quality criteria needs to take into account the kind of investigation to which they are being applied.Data analysisData analysis is a stage that incorporates several ele-ments. At the most obvious level, it might be taken to mean the application of statistical techniques to the data that have been collected. However, quite aside from the fact that by no means all data are amenable to quantita-tive data analysis and that, even when some data might be appropriate to such analysis, alternative approaches are sometimes taken, there are other things going on when data are being analysed. For a start, the raw data have to be managed. This means that the researcher has to check the data to establish whether there are any obvi-ous fl aws. For example, if we take the kind of research like that conducted by Jones et al. (2010) on senior management early retirees, the interviews are usually audio-recorded and then subsequently transcribed. The researcher needs to be alert to possible hearing mistakes that might affect the meaning of people’s replies. The preparation of the data for transcription enables the researcher to introduce the transcripts into a computer software program of the kind discussed in Chapter 25. In the case of the research by Jones et al., once the transcripts had been incorporated within the software, the authors say they conducted a thematic analysis. This means that they examined the data to extract core themes that could be distinguished both betweenand within tran-scripts. One of the main elements of the identifi cation of themes was through coding each transcript. With the analysis of qualitative data of these kinds, coding is a process whereby the data are broken down into their component parts and those parts are then given labels. The analyst then searches for recurrences of these sequences of coded text within and across cases and also for links between different codes. Thus, there is a lot going on in this process: the data are being managed, in that the transcripts are being made more manageable than they would be if the researcher just kept listening and relistening to the recordings; the researcher is mak-ing sense of the data through coding the transcripts; and the data are being interpreted—that is, the researcher is seeking to link the process of making sense of the data with the research questions that provided the starting point, as well as with the literature relating to retirement and also with the theoretical ideas the authors use to illuminate the issue.The data analysis stage is fundamentally about data reduction—that is, it is concerned with reducing the large corpus of information that the researcher has gathered so that he or she can make sense of it. Unless the researcher reduces the amount of data collected—for example, in the case of quantitative data by producing tables or averages and in the case of qualitative data by grouping textual material into categories like themes—it is more or less impossible to interpret the material.A further issue to bear in mind with data analysis is that it can refer to the analysis of either primary or sec-ondary data. With primary data analysis, the researcher or researchers who were responsible for collecting the data conduct the analysis, as was the case with both the Zimdars et al. (2009) and Jones et al. (2010) studies re-ferred to in this chapter. Secondary data analysis occurs when someone else analyses such data. Nowadays, re-searchers who work in universities are encouraged to deposit their data in archives, which then allow others to analyse the data they collected. Given the time and cost of most social research, this is a sensible thing to do, as it increases the likely payoff of an investigation, and it may be that a researcher conducting secondary analysis can explore the research questions in which he or she is inter-ested without having to go through the time-consuming and lengthy process of having to collect primary data. Secondary analysis is discussed in Chapters 14 and 24. However, the distinction between primary and secondary 9780199588053_C01.indd 13 10/20/11 9:58 AMThe nature and process of social research14analysis is not a perfect one. In Key concept 14.1, I pres-ent an example of a secondary analysis of data in which I was involved. For me, it was a primary analysis of the data, as I had not been involved in the data collection, whereas for my co-authors, all of whom had been involved in the data collection, it was a secondary analysis.Writing upIt could be argued that the fi nest piece of research would be useless if it was not disseminated to others. We do research so that it can be written up, thereby allow-ing others to read what we have done and concluded. Table 1.1Stages in the research process in relation to two studiesStage Description of stage Example (Zimdars et al. 2009)* Example (Jones et al. 2010)Literature reviewA critical examination of existing research relating to the phenomena of interest and of relevant theoretical ideas.Literature concerning social stratifi cation as it relates to educational access and concerning the notion of cultural capital.Literature concerning retirement and the notion of the ‘quasi-subject’ in second modernity. Concepts and theoriesThe ideas that drive the research process and that shed light on the interpretation of the resulting fi ndings. These fi ndings contribute to the ideas.Academic attainment; cultural capital; social background.Early retirement; quasi-subject; discourse; lifestyle.Research questionsA question that provides an explicit statement of what it is the researcher wants to know about.‘1. How do Oxford applicants vary in their cultural participation and cultural knowledge, according to parents’ education, social class, gender and ethnicity?2. Does cultural capital predict acceptance to Oxford?3. If so, does its effect remain once we control for examination performance?4. Is cultural capital more important for admission to the arts and humanities faculties than to the sciences?5. To what extent does cultural capital mediate the effect of social class, parents’ education, private schooling, ethnicity and gender?’ (Zimdars et al. 2009: 653)‘to what extent do our respondents construct a new balance of activities? Do respondents construct new discourses of everyday life? Does the move by respondents into leisure retirement create new tensions in other parts of their lives?’ (Jones et al. 2010: 105)Sampling casesThe selection of cases (in this case people) who are relevant to the research questions.‘A representative sample of 1,700 applicants with British qualifi cations who applied to Oxford during the 2002 admissions cycle’ (Zimdars et al. 2009: 653).Sample of twenty early retirees obtained initially through databases of organizations working with retired people.Data collectionGathering data from the sample so that the research questions can be answered.Questionnaire survey. Data obtained on degree attainment of each applicant. Also, interviews with admissions tutors and observation of admissions meetings.Semi-structured interviews.Data analysisThe management, analysis, and interpretation of the data.Statistical analysis of the questionnaire data. Thematic analysis of interview transcripts.Thematic analysis of interview transcripts.Writing up Dissemination of the research and its fi ndings.The research was written up as a doctoral thesis and as articles, including Zimdars et al. (2009). Main sections in Zimdars et al. (2009):• Introduction• Operationalization• Research questions• Data and methods• Discussion• AppendixResearch written up as an article in Jones et al. (2010). Main sections:• Introduction• Background• Methods• Findings• Discussion• Conclusion* Zimdars (2007) consulted for further information.9780199588053_C01.indd 14 10/20/11 9:58 AMThe nature and process of social research 15It might also be argued that writing up should not be part of the subject matter for a book on social research methods. However, since dissemination is so important to the researcher, it is right for it to be included, and the fi nal chapter of this book (Chapter 29) is devoted to this issue.There are slightly different ways in which social re-search tends to get written up, and these vary somewhat according to the different styles of doing research. For example, more structured kinds of research like that presented in Research in focus 1.1 are sometimes written up differently from more open-ended research of the sort represented by the Jones et al. (2010) article. However, there are some core ingredients that most dissertations, theses, and research articles will include. These are:• Introduction. Here the research area and its signifi -cance are outlined. The research questions are also likely to be introduced here.• Literature review. What is already known about the research area is sketched out and examined critically.• Research methods. Here the research methods employed (sampling, methods of data collection, methods of data analysis) are presented and justifi ed.• Results. The fi ndings are presented.• Discussion. The fi ndings are discussed in relation to their implications for the literature and for the research questions previously introduced.• Conclusion. The signifi cance of the research is rein-forced for the reader.These elements are discussed in much greater detail in Chapter 29. They are not an exhaustive list, because writing conventions differ in various ways, but these are recurring elements of the fi nal written outputs. Table 1.1 summarizes the seven elements of the research process examined in this section.The messiness of social researchThere is one fi nal point I want to register before you read further. It is to alert you to the fact that social research is often a lot less smooth than the accounts of the research process you read in books like this. The purpose of this book is to provide an overview of the research process that also provides advice on how it should be done. In fact, research is full of false starts, blind alleys, mistakes, and enforced changes to research plans. However, in a book like this it is impossible to cover all such contin-gencies, in large part because many of them are one-off events and almost impossible to anticipate. We know that research can get messy from the confessional accounts of the research process that have been written over the years (e.g. the contributors to P. Hammond 1964; Bell and Newby 1977; Bryman 1988b; Townsend and Burgess 2009a; Streiner and Sidani 2010). If social research is messy, why do we invariably not get a sense of that when we read reports of research in books and academic jour-nal articles? Of course, research often does go relatively smoothly and, in spite of minor hiccoughs, proceeds roughly according to plan. However, it is also the case that what we read in reports of research are often relatively sanitized accounts of how the research was produced, without a sense of the sometimes diffi cult problems the researcher(s) had to overcome. This is not to say that when social researchers write accounts of their studies they deceive us, but rather that the accounts of the fi ndings and how they were arrived at tend to follow an implicit template that emphasizes some aspects of the research process but not others. They tend to em-phasize how the specifi c fi ndings presented in the report were arrived at and to use standard methodological ter-minology of the kind presented in this book to express the underlying process. Research reports typically display the various elements discussed in the previous section—the relevant literature is reviewed, the key concepts and theories are discussed, the research questions are pre-sented, the sampling procedures and methods of data collection are explained and justifi ed, the fi ndings are presented and discussed, and some conclusions are drawn. The vicissitudes of research tend not to feature within this template. This tendency is not unique to social research: in Chapter 22 a study of how scientists present and discuss their work will be presented, and this shows that here too certain core aspects of the production of ‘fi ndings’ tend to be omitted from the written account (Gilbert and Mulkay 1984).It is also the case that, regardless of the various ways in which research can be knocked off its path, this book can deal only with generalities. It cannot cover every eventuality, so that it is quite possible that when conduct-ing an investigation you will fi nd that these generalities 9780199588053_C01.indd 15 10/20/11 9:58 AMThe nature and process of social research16do not fi t perfectly with the circumstances in which you fi nd yourself. It is important to be aware of that possibil-ity and not to interpret any slight departures you have to make from the advice provided in this book as a problem with your skills and understanding. It could even be argued that, in the light of the different ways in which social researchers can be stymied in their research plans, a book on research methods, outlining how research is and should be conducted, is of little value. Needless to say, I would not subscribe to such a view. Many years ago, I was involved in several studies of construction projects. One of the recurring themes in the fi ndings was the dif-ferent ways that construction projects could be knocked off their course: unpredictable weather, sudden shortages of key supplies, illness, accidents, previously reliable sub-contractors letting the project manager down, clients changing their minds or being unavailable at key points, sudden changes in health and safety regulation, poor quality supplies, poor quality work, early excavation revealing unanticipated problems—any of these could produce signifi cant interruptions to even the best-planned construction project. But never was it suggested that the principles of construction and of construction manage-ment should be abandoned. Without such principles, project managers would be at an even greater loss to know how to proceed. Much the same is true of research projects. There are plenty of things that can go wrong. As Townsend and Burgess (2009b) write in the introduc-tion to their collection of ‘research stories you won’t read in textbooks’, two of the recurring themes from the accounts they collected are the need for fl exibility and the need for perseverance. However, at the same time it is crucial to have an appreciation of the methodolo-gical principles and the many debates and controversies that surround them, and these are outlined in the next twenty-eight chapters. These principles provide a road map for the journey ahead.Key points ● Social research and social research methods are embedded in wider contextual factors. They are not practised in a vacuum. ● Social research practice comprises elements that are common to all or at least most forms of social research. These include: conducting a literature review; concepts and theories; research questions; sampling of cases; data collection; data analysis; and a writing-up of the research fi nding. ● Attention to these steps is what distinguishes academic social research from other kinds of social research. ● Although we can attempt to formulate general principles for conducting social research, we have to recognize that things do not always go entirely to plan.Questions for reviewWhat is meant by ‘social research’? ● What is distinctive about academic social research?Why do social research? ● If you were about to embark on a research project now or in the near future, what would be the focus of it and why?The context of social research methods ● What are the main factors that impinge on social research and the implementation of social research methods identifi ed in the chapter? Can you think of any that have not been touched on?9780199588053_C01.indd 16 10/20/11 9:58 AMThe nature and process of social research 17Elements of the process of social research ● Why is a literature review important when conducting research? ● What role do concepts and theories play in the process of doing social research? ● Why are researchers encouraged to specify their research questions? What kinds of research questions are there? ● Why do researchers need to sample? Why is it important for them to outline the principles that underpin their sampling choices? ● Outline one or two factors that might affect a researcher’s choice of data-collection instrument. ● What are the main differences between the kinds of data analysed by Zimdars et al. (2009) and Jones et al. (2010)? ● How might you structure the report of the fi ndings of a project that you conducted?The messiness of social research ● If research does not always go according to plan, why should we bother with methodological principles at all?Online Resource Centrehttp://www.oxfordtextbooks.co.uk/orc/brymansrm4e/Visit the Online Resource Centre that accompanies this book to en rich your understanding of social research strategies. Consult web links, test yourself using multiple choice questions, and gain furtherxi 10/20/11 4:25 PMDetailed contentsxiiInfl uences on the conduct of social research 39 Values 39 Practical considerations 41Key points 42Questions for review 42Chapter 3 Research designs 44Introduction 45Criteria in social research 46 Reliability 46 Replication 47 Validity 47 Relationship with research strategy 48Research designs 50 Experimental design 50 Cross-sectional design 59 Longitudinal design(s) 63 Case study design 66 Comparative design 72Bringing research strategy and research design together 76Key points 77Questions for review 77Chapter 4 Planning a research project and formulating research questions 79Introduction 80Getting to know what is expected of you by your institution 80Thinking about your research area 81Using your supervisor 81Managing time and resources 82Formulating suitable research questions 85 Criteria for evaluating research questions 90Writing your research proposal 92Preparing for your research 92Doing your research and analysing your results 93Checklist 94Key points 95Questions for review 95Chapter 5 Getting started: reviewing the literature 97Reviewing the existing literature 98 Getting the most from your reading 98 Systematic review 102 Narrative review 110Searching the existing literature 113 Electronic databases 113 Keywords and defi ning search parameters 118Referencing your work 120 The role of the bibliography 123Avoiding plagiarism 1249780199588053_A01.indd xii 10/20/11 4:25 PMDetailed contents xiiiChecklist 127Key points 127Questions for review 128Chapter 6 Ethics and politics in social research 129Introduction 130Ethical principles 135 Harm to participants 135 Lack of informed consent 138 Invasion of privacy 142 Deception 143Ethics and the issue of quality 143The diffi culties of ethical decision-making 148 New media and diffi cult decisions 149Politics in social research 149Checklist 153Key points 154Questions for review 154Part Two 157Chapter 7 The nature of quantitative research 159Introduction 160The main steps in quantitative research 160Concepts and their measurement 163 What is a concept? 163 Why measure? 164 Indicators 164 Using multiple-indicator measures 166 Dimensions of concepts 167Reliability and validity 168 Reliability 168 Validity 170 Refl ections on reliability and validity 173The main preoccupations of quantitative researchers 175 Measurement 175 Causality 175 Generalization 176 Replication 177The critique of quantitative research 178 Criticisms of quantitative research 178Is it always like this? 179 Reverse operationism 180 Reliability and validity testing 180 Sampling 181Key points 181Questions for review 182Chapter 8 Sampling 183Introduction to survey research 184Introduction to sampling 1869780199588053_A01.indd xiii 10/20/11 4:25 PMDetailed contentsxivSampling error 188Types of probability sample 190 Simple random sample 190 Systematic sample 191 Stratifi ed random sampling 192 Multi-stage cluster sampling 193The qualities of a probability sample 195Sample size 197 Absolute and relative sample size 197 Time and cost 198 Non-response 199 Heterogeneity of the population 200 Kind of analysis 201Types of non-probability sampling 201 Convenience sampling 201 Snowball sampling 202 Quota sampling 203Limits to generalization 205Error in survey research 205Key points 206Questions for review 206Chapter 9 Structured interviewing 208Introduction 209The structured interview 209 Reducing error due to interviewer variability 210 Accuracy and ease of data processing 211 Other types of interview 212Interview contexts 213 More than one interviewee 213 More than one interviewer 214 In person or by telephone? 214 Computer-assisted interviewing 216Conducting interviews 217 Know the schedule 217 Introducing the research 217 Rapport 218 Asking questions 219 Recording answers 219 Clear instructions 219 Question order 220 Probing 223 Prompting 224 Leaving the interview 225 Training and supervision 225Problems with structured interviewing 227 Characteristics of interviewers 227 Response sets 227 The problem of meaning 228 The feminist critique 228Key points 229Questions for review 2309780199588053_A01.indd xiv 10/20/11 4:25 PMDetailed contents xvChapter 10 Self-completion questionnaires 231Introduction 232Self-completion questionnaire or postal questionnaire? 232Evaluating the self-completion questionnaire in relation to the structured interview 233 Advantages of the self-completion questionnaire over the structured interview 233 Disadvantages of the self-completion questionnaire in comparison with the structured interview 234 Steps to improve response rates to postal questionnaires 236Designing the self-completion questionnaire 237 Do not cramp the presentation 237 Clear presentation 237 Vertical or horizontal closed answers? 237 Clear instructions about how to respond 239 Keep question and answers together 239Diaries as a form of self-completion questionnaire 239 Advantages and disadvantages of the diary as a method of data collection 243Key points 243Questions for review 243Chapter 11 Asking questions 245Introduction 246Open or closed questions? 246 Open questions 246 Closed questions 249Types of questions 253Rules for designing questions 254 General rules of thumb 254 Specifi c rules when designing questions 255Vignette questions 261Piloting and pre-testing questions 263Using existing questions 264Checklist 265Key points 266Questions for review 267Chapter 12 Structured observation 269Introduction 270Problems with survey research on social behaviour 270So why not observe behaviour? 272The observation schedule 275Strategies for observing behaviour 276Sampling 277 Sampling people 277 Sampling in terms of time 278 Further sampling considerations 278Issues of reliability and validity 279 Reliability 279 Validity 280Field stimulations as a form of structured observation 2829780199588053_A01.indd xv 10/20/11 4:25 PMDetailed contentsxviCriticisms of structured observation 283 On the other hand . . . 284Checklist 285Key points 285Questions for review 286Chapter 13 Content analysis 288Introduction 289What are the research questions? 291Selecting a sample 293 Sampling media 293 Sampling dates 293What is to be counted? 295 Signifi cant actors 295 Words 295 Subjects and themes 297 Dispositions 298Coding 298 Coding schedule 298 Coding manual 299 Potential pitfalls in devising coding schemes 303Advantages of content analysis 304Disadvantages of content analysis 306Checklist 307Key points 308Questions for review 308Chapter 14 Secondary analysis and offi cial statistics 310Introduction 311Other researchers’ data 312 Advantages of secondary analysis 312 Limitations of secondary analysis 315 Accessing the Data Archive 316Offi cial statistics 320 Reliability and validity 322 Condemning and resurrecting offi cial statistics 324 Offi cial statistics as a form of unobtrusive method 325Key points 327Questions for review 327Chapter 15 Quantitative data analysis 329Introduction 330A small research project 331 Missing data 333Types of variable 335Univariate analysis 337 Frequency tables 337 Diagrams 337 Measures of central tendency 338 Measures of dispersion 339Bivariate analysis 339 Relationships not causality 3419780199588053_A01.indd xvi 10/20/11 4:25 PMDetailed contents xvii Contingency tables 341 Pearson’s r 341 Spearman’s rho 344 Phi and Cramér’s V 344 Comparing means and eta 344Multivariate analysis 345 Could the relationship be spurious? 345 Could there be an intervening variable? 345 Could a third variable moderate the relationship? 346Statistical signifi cance 347 The chi-square test 348 Correlation and statistical signifi cance 349 Comparing means and statistical signifi cance 350Checklist 350Key points 351Questions forguidance and inspiration from the Student Researcher’s Toolkit.9780199588053_C01.indd 17 10/20/11 9:58 AMhttp://www.oxfordtextbooks.co.uk/orc/brymansrm4e/Social research strategiesChapter outlineIntroduction 19Theory and research 20What type of theory? 21Deductive and inductive theory 24Epistemological considerations 27A natural science epistemology: positivism 27Interpretivism 28Ontological considerations 32Objectivism 32Constructionism 33Relationship to social research 34Research strategy: quantitative and qualitative research 35Infl uences on the conduct of social research 39Values 39Practical considerations 41Key points 42Questions for review 4229780199588053_C02.indd 18 10/20/11 9:59 AMSocial research strategies 19IntroductionThis book is about social research. It attempts to equip people who have some knowledge of the social sciences with an appreciation of how social research should be conducted and what it entails. The latter project involves situating social research in the context of sociology, which in turn means attending to the question of its role in the overall enterprise of the discipline. It would be much easier to ‘cut to the chase’ and explore the nature of methods of social research and provide advice on how best to choose between and implement them. After all, many people might expect a book with the title of the present one to be concerned mainly with the ways in which the different methods in the social researcher’s arsenal can be employed.But the practice of social research does not exist in a bubble, hermetically sealed off from the social sciences and the various intellectual allegiances that their practi-tioners hold. Two points are of particular relevance here.First, methods of social research are closely tied to dif-ferent visions of how social reality should be studied. Methods are not simply neutral tools: they are linked with the ways in which social scientists envision the con-nection between different viewpoints about the nature of social reality and how it should be examined. However, it is possible to overstate this point. While methods are not neutral, they are not entirely suffused with intellectual inclinations either. Secondly, there is the question of how research methods and practice connect with the wider social scientifi c enterprise. Research data are invariably collected in relation to something. The ‘some-thing’ may be a burning social problem or, more usually, a theory.This is not to suggest that research is entirely dictated by theoretical concerns. One sometimes fi nds simple ‘fact-fi nding’ exercises published. Fenton et al. (1998) conducted a quantitative content analysis of social re-search reported in the British mass media. They exam-ined national and regional newspapers, television and radio, and also magazines. They admit that one of the main reasons for conducting the research was to establish the amount and types of research that are represented. Sometimes, such exercises are motivated by Chapter guideThe chief aim of this chapter is to show that a variety of considerations enter into the process of doing social research. The distinction that is commonly drawn among writers on and practitioners of social research between quantitative research and qualitative research is explored in relation to these considerations. This chapter explores:• the nature of the relationship between theory and research, in particular whether theory guides research (known as a deductive approach) or whether theory is an outcome of research (known as an inductive approach);• epistemological issues—that is, ones to do with what is regarded as appropriate knowledge about the social world; one of the most crucial aspects is the question of whether or not a natural science model of the research process is suitable for the study of the social world;• ontological issues—that is, ones to do with whether the social world is regarded as something external to social actors or as something that people are in the process of fashioning;• the ways in which these issues relate to the widely used distinction in the social sciences between two types of research strategy: quantitative and qualitative research; there is also a preliminary discussion, which will be followed up in Chapter 27, that suggests that, while quantitative and qualitative research represent different approaches to social research, we should be wary of driving a wedge between them;• the ways in which values and practical issues also impinge on the social research process.9780199588053_C02.indd 19 10/20/11 9:59 AMSocial research strategies20a concern about a pressing social problem. McKeganey and Barnard (1996) conducted qualitative research involving observation and interviews with prostitutes and their clients in Glasgow. One factor that seems to have prompted this research was the concern about the role of prostitutes in spreading HIV infection (McKeganey and Barnard 1996: 3). Another scenario occurs when research is done on a topic when a specifi c opportunity arises. The interest of Westergaard et al. (1989) in the effects of redundancy seems to have been profoundly motivated by the opportunity that arose when a Sheffi eld steel company, which was close to their institutional base at the University of Sheffi eld, made a large number of people redundant. The fi rm’s management approached the authors a year after the redundancies to conduct research on what had happened to the individuals who had been made redundant. The authors conducted social survey research using a structured interview approach on most of those made redundant. Of course, the authors were infl uenced by theories about and previous research on unemployment, but the specifi c impetus for the research on the effects of redundancy was not planned. Yet another stimulus for research can arise out of personal experiences. Lofl and and Lofl and (1995) note that many research publications emerge out of the researcher’s personal biography, such as Zukin’s (1982) interest in loft living arising out of her living in a loft in New York City. Another example is O’Reilly’s (2000) in-vestigation of British expatriates living on the Costa del Sol in Spain, which stemmed from her and her partner’s dream of moving to the area themselves, which in fact they eventually did. Certainly, my own interest in Disney theme parks can be traced back to a visit to Disney World in Florida in 1991 (Bryman 1995, 1999), while my inter-est in the representation of social science research in the mass media (Fenton et al. 1998) can almost certainly be attributed to a diffi cult encounter with the press reported in Haslam and Bryman (1994).By and large, however, research data achieve signifi -cance in sociology when viewed in relation to theoretical concerns. This raises the issue of the nature of the rela-tionship between theory and research.Student experiencePersonal experience as a basis for research interestsFor her research, Isabella Robbins was interested in the ways in which mothers frame decisions regarding vaccinations for their children. This topic had a particular signifi cance for her. She writes:As the mother of three children I have encountered some tough decisions regarding responsibility towards my children. Reading sociology, as a mature student, gave me the tools to help understand my world and to contextualize some of the dilemmas I had faced. In particular, I had experienced a diffi cult decision regarding the vaccination status of my children.To read more about Isabella’s research experiences, go to the Online Resource Centre that accompanies this book at: www.oxfordtextbooks.co.uk/orc/brymansrm4e/Theory and researchCharacterizing the nature of the link between theory and research is by no means a straightforward matter. There are several issuesat stake here, but two stand out in par-ticular. First, there is the question of what form of theory one is talking about. Secondly, there is the matter of whether data are collected to test or to build theories. Theory is important to the social researcher because it provides a backcloth and rationale for the research that is being conducted. It also provides a framework within which social phenomena can be understood and the research fi ndings can be interpreted.9780199588053_C02.indd 20 10/20/11 9:59 AMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Social research strategies 21What type of theory?The term ‘theory’ is used in a variety of different ways, but its most common meaning is as an explanation of observed regularities—for example, why sufferers of schizophrenia are more likely to come from working-class than middle-class backgrounds, or why work alien-ation varies by technology. But such theories tend not to be the stuff of courses in sociological theory, which typically focus much more on theories with a higher level of abstraction. Examples of such theories include structural-functionalism, symbolic interactionism, crit-ical theory, poststructuralism, structuration theory, and so on. What we see here is a distinction between theories of the former type, which are often called theories of the middle range (Merton 1967), and grand theories, which operate at a more abstract and general level. According to Merton, grand theories offer few indications to re-searchers as to how they might guide or infl uence the collection of empirical evidence. So, if someone wanted to test a theory or to draw an inference from it that could be tested, the level of abstractness is likely to be so great that the researcher would fi nd it diffi cult to make the necessary links with the real world. There is a paradox here, of course. Even highly abstract ideas, such as Parsons’s notions of ‘pattern variables’ and ‘functional requisites’, must have some connection with an external reality, in that they are likely to have been generated out of Parsons’s reading of research or his refl ections upon that reality or others’ writings on it. However, the level of abstractness of the theorizing is so great as to make it dif-fi cult for them to be deployed in research. For research purposes, then, Merton argues that grand theories are of limited use in connection with social research, although, as the example in Research in focus 2.1 suggests, an abstract concept like social capital (Bourdieu 1984) can have some pay-off in research terms. Instead, middle-range theories are ‘intermediate to general theories of social systems which are too remote from particular classes of social behavior, organization and change to account for what is observed and to those detailed orderly descriptions of particulars that are not generalized at all’ (Merton 1967: 39).Research in focus 2.1Grand theory and social researchButler and Robson (2001) used Bourdieu’s concept of social capital as a means of understanding gentrifi cation of areas of London. While the term ‘social capital’ has acquired an everyday usage, Butler and Robson follow Bourdieu’s theoretical use of it, which draws attention to the social connectedness and the interpersonal resources that those with social capital can draw on to pursue their goals. While the term has attracted the interest of social policy researchers and others concerned with social exclusion, its use in relation to the middle class has been less prominent, according to Butler and Robson. Bourdieu’s treatment implies that those with social capital cultivate signifi cant social connections and then draw upon those connections as resources for their goals. Butler and Robson conducted semi-structured interviews with ‘gentrifi ers’ in each of three inner London areas. Responding to a tendency to view gentrifi cation in rather unitary terms, the authors selected the three areas to examine what they refer to as the ‘variability’ of the process. To that end, the areas were selected to refl ect variation in two factors: the length of time over which gentrifi cation had been occurring and the middle-class groupings to which each of the areas appealed. The selection of areas in terms of these criteria was aided by census data. Of the three areas, Telegraph Hill was the strongest in terms of social capital. According to the authors, this is revealed in ‘its higher levels of voluntary co-operation and sense of geographically focused unity’ (Butler and Robson 2001: 2159). It is the recourse to these networks of sociality that accounts for the successful gentrifi cation of Telegraph Hill. Battersea, one of the other two areas, entails a contrasting impetus for gentrifi cation in Bourdieu’s terms. Here, economic capital was more signifi cant for gentrifi cation than the social capital that was important in Telegraph Hill. The role of economic capital in Battersea can be seen in the ‘competitive access to an increasingly desirable and expensive stock of housing and an exclusive circuit of schooling centred on private provision’ (Butler and Robson 2001: 2159). In the former, it is sociality that provides the motor for gentrifi cation, whereas in Battersea gentrifi cation is driven by market forces and is only partially infl uenced by patterns of social connectedness. This study is an interesting example of the way in which a relatively high-level theoretical notion—social capital and its kindred concept of economic capital—associated with a social theorist can be employed to illuminate research questions concerning the dynamics of modern urban living.9780199588053_C02.indd 21 10/20/11 9:59 AMSocial research strategies22By and large, then, it is not grand theory that typically guides social research. Middle-range theories are much more likely to be the focus of empirical enquiry. In fact, Merton formulated the idea as a means of bridging what he saw as a growing gulf between theory (in the sense of grand theory) and empirical fi ndings. This is not to say that there were no middle-range theories before he wrote: there defi nitely were, but what Merton did was to seek to clarify what is meant by ‘theory’ when social scientists write about the relationship between theory and research.Middle-range theories, unlike grand ones, operate in a limited domain, whether it is juvenile delinquency, racial prejudice, educational attainment, or the labour process Even the grand/middle-range distinction does not en-tirely clarify the issues involved in asking the deceptively simple question of ‘what is theory?’ This is because the term ‘theory’ is frequently used in a manner that means little more than the background literature in an area of social enquiry. To a certain extent, this point can be taken to apply to fact-fi nding exercises such as those referred to above. The analysis of the representation of social research in the media by Fenton et al. (1998) was under-taken against a background of similar analyses in the USA and of studies of the representation of natural sci-ence research in the media in several different countries. In many cases, the relevant background literature relat-ing to a topic fuels the focus of an article or book and thereby acts as the equivalent of a theory, as with the research referred to in Research in focus 2.3. The litera-ture in a certain domain acts as the spur to an enquiry. The literature acts as an impetus in a number of ways: the researcher may seek to resolve an inconsistency between different fi ndings or between different interpretations of fi ndings; the researcher may have spotted a neglected (see Research in focus 2.2). They vary somewhat in their range of application. For example, labelling theory repre-sents a middle-range theory in the sociology of deviance. Its exponents sought to understand deviance in terms of the causesand effects of the societal reaction to devi-ation. It was held to be applicable to a variety of different forms of deviance, including crime and mental illness. By contrast, Cloward and Ohlin’s (1960) differential associ-ation theory was formulated specifi cally in connection with juvenile delinquency, and in subsequent years this tended to be its focus. Middle-range theories, then, fall somewhere between grand theories and empirical fi nd-ings. They represent attempts to understand and explain a limited aspect of social life.aspect of a topic; certain ideas may not previously have been tested a great deal; the researcher may feel that existing approaches being used for research on a topic are defi cient, and so provides an alternative approach; and so on.Social scientists are sometimes prone to being somewhat dismissive of research that has no obvious con nections with theory—in either the grand or the middle-range senses of the term. Such research is often dismissed as naive empiricism (see Key concept 2.1). It would be harsh, not to say inaccurate, to brand as naive empiricism the numerous studies in which the publications-as-theory strategy is employed, simply because their authors have not been preoccupied with theory. Such research is con-ditioned by and directed towards research questions that arise out of an interrogation of the literature. The data collection and analysis are subsequently geared to the illumination or resolution of the research issue or problem that has been identifi ed at the outset. The literature acts as a proxy for theory. In many instances, theory is latent or implicit in the literature.Research in focus 2.2Labour process theory: a middle-range theoryIn the sociology of work, labour process theory can be regarded as a middle-range theory. The publication of Labor and Monopoly Capital (Braverman 1974) inaugurated a stream of thinking and research around the idea of the labour process and in particular on the degree to which there has been an inexorable trend towards increasing control over the manual worker and the deskilling of manual labour. A conference volume of much of this work was published as Labour Process Theory (Knights and Willmott 1990). P. Thompson (1989) describes the theory as having four elements: the principle that the labour process entails the extraction of surplus value; the need for capitalist enterprises constantly to transform production processes; the quest for control over labour; and the essential confl ict between capital and labour. Labour process theory has been the focus of considerable empirical research (e.g. Knights et al. 1985).9780199588053_C02.indd 22 10/20/11 9:59 AMSocial research strategies 23Indeed, research that appears to have the character-istics of the fact-fi nding exercise should not be prematurely dismissed as naive empiricism either. McKeganey and Barnard’s (1996) research on prostitutes and their clients is a case in point. On the face of it, even if one strips away the concern with HIV infection, the research could be construed as naive empiricism and perhaps of a rather prurient kind. However, this again would be a harsh and probably inaccurate judgement. For example, the authors relate their research fi ndings to the literature reporting other investigations of prostitutes in a number of different countries. They also illuminate their fi ndings by drawing on ideas that are very much part of the soci-ologist’s conceptual tool kit. One example is Goffman’s (1963) notion of ‘stigma’ and the way in which the stig-matized individual seeks to manage a spoiled identity; another is Hochschild’s (1983) concept of ‘emotional labour’, a term she coined to denote the way in which air-line fl ight attendants need to express positive emotions as part of the requirements for their jobs. In doing so, Research in focus 2.3Background literature as theory: emotional labour and hairstylistsOne component of R. S. Cohen’s (2010) mixed methods study of hairstylists’ relationships with their clients was a postal questionnaire survey of all salons and barbers’ shops in a northern city in England. Of the 328 enterprises contacted, 40 per cent replied to the questionnaire. The goal of the research was to examine how far the giving of emotional favours was affected by the nature of the relationship with the client in terms of whether the worker was an owner or a paid employee. Her survey data show that owners are more likely to stay late for clients and to try to fi nd a space for them between clients who have been booked in. Hochschild’s (1983) book, in which she fi rst coined the term ‘emotional labour’, and the many studies that have taken up this concept form the starting point of Cohen’s research. The signifi cance of this work is evident from Cohen’s two opening sentences:Since Hochschild (1983) fi rst suggested that interactive service workers carry out emotional labour in the course of their work, this proposition has become widely accepted. However the relationship of emotional labour, and client–worker social interactions more generally, to the structural relations of employment has received surprisingly little attention . . . (R. S. Cohen 2010: 197)Thus, the literature on emotional labour forms the background to the study and the main impetus for the interpretation of the fi ndings, some of which are gleaned from qualitative data deriving from semi-structured interviews with some owners and employees. For the latter, interactions with clients are much more likely to take the form of what Hochschild (1983) called ‘surface acting’, a superfi cial form of emotional labour and emotional engagement with the client.Key concept 2.1 What is empiricism?The term ‘empiricism’ is used in a number of different ways, but two stand out. First, it is used to denote a general approach to the study of reality that suggests that only knowledge gained through experience and the senses is acceptable. In other words, this position means that ideas must be subjected to the rigours of testing before they can be considered knowledge. The second meaning of the term is related to this and refers to a belief that the accumulation of ‘facts’ is a legitimate goal in its own right. It is this second meaning that is sometimes referred to as ‘naive empiricism’.9780199588053_C02.indd 23 10/20/11 9:59 AMSocial research strategies24they contrive a demeanour of friendliness when deal-ing with passengers, some of whom may be extremely diffi cult (see also Research in focus 2.3).It is not possible to tell from McKeganey and Barnard’s (1996) report whether the concepts of stigma and emo-tional labour infl uenced their data collection. However, raising this question invites consideration of another question: in so far as any piece of research is linked to theory, what was the role of that theory? Up to this point, I have tended to write as though theory is something that guides and infl uences the collection and analysis of data. In other words, research is done in order to answer questions posed by theoretical considerations. But an alternative position is to view theory as something that occurs after the collection and analysis of some or all of the data associated with a project. We begin to see here the signifi cance of a second factor in consider-ing the relationship between theory and research—whether we are referring to deductive or inductive theory.Deductive and inductive theoryDeductive theory represents the commonest view of the nature of the relationship between theory and social research. The researcher, on the basis of what is known about in a particular domain and of theoretical consider-ations in relation to that domain, deduces a hypothesis (or hypotheses) that must then be subjected to empirical scrutiny. Embedded within the hypothesis will be con-cepts that will need to betranslated into researchable entities. The social scientist must both skillfully deduce a hypothesis and then translate it into operational terms. This means that the social scientist needs to specify how data can be collected in relation to the concepts that make up the hypothesis.This view of the role of theory in relation to research is very much the kind of role that Merton had in mind in connection with middle-range theory, which, he argued, ‘is principally used in sociology to guide empirical inquiry’ (Merton 1967: 39). Theory and the hypothesis deduced from it come fi rst and drive the process of gath-ering data (see Research in focus 2.4 for an example of a deductive approach to the relationship between theory and data). The sequence can be depicted as one in which the steps outlined in Figure 2.1 take place.The last step involves a movement that is in the oppo-site direction from deduction—it involves induction, as the researcher infers the implications of his or her fi nd-ings for the theory that prompted the whole exercise. The fi ndings are fed back into the stock of theory and the research fi ndings associated with a certain domain of enquiry. This can be seen in the case of the fi nal refl ec-tions of Butler and Robson’s (2001—see Research in focus 2.1) study of gentrifi cation in three areas of London when they write:Figure 2.1Figure 2.1The process of deduction1. Theory3. Data collection4. Findings5. Hypotheses confirmed or rejected6. Revision of theory2. HypothesisEach of the three groups has played on its strengths, where it has them. Gentrifi cation, given this, cannot in any sense be considered to be a unitary phenomenon, but needs to be examined in each case according to its own logic and outcomes. The concept of social capital, when used as an integrated part of an extended conceptual framework for the apprehension of all forms of middle-class capital relations, can thus play an important part in discriminating between differing types of social phenomena. (Butler and Robson 2001: 2160)9780199588053_C02.indd 24 10/20/11 9:59 AMSocial research strategies 25In these fi nal refl ections they show how their fi ndings and the interpretations of those fi ndings can be fed back into both the stock of knowledge concerning gentrifi ca-tion in cities and, in the third of the three sentences, the concept of social capital and its uses.However, while this element of inductiveness un-doubtedly exists in the approach outlined, it is typically deemed to be predominantly deductive in orientation. Moreover, it is important to bear in mind that, when this deductive approach, which is usually associated with quantitative research, is put into operation, it often does not follow the sequence outlined in its pure form. As pre-viously noted, ‘theory’ may be little more than the litera-ture on a certain topic in the form of the accumulated knowledge gleaned from books and articles. Also, even when theory or theories can be discerned, explicit hypo-theses are not always deduced from them in the way that Kelley and De Graaf (1997) did in Research in focus 2.4. A further point to bear in mind is that the deductive process appears very linear—one step follows the other in a clear, logical sequence. However, there are many instances where this is not the case: a researcher’s view of the theory or literature may have changed as a result of the analysis of the collected data; new theoretical ideas or fi ndings may be published by others before the researcher has generated his or her fi ndings; or, the relev-ance of a set of data for a theory may become apparent after the data have been collected.This may all seem rather surprising and confusing. There is a certain logic to the idea of developing theories and then testing them. In everyday contexts, we com-monly think of theories as things that are quite illumin-ating but that need to be tested before they can be considered valid or useful. In point of fact, however, while the process of deduction outlined in Figure 2.1 does undoubtedly occur, it is better considered as a general orientation to the link between theory and research. As a general orientation, its broad contours may Research in focus 2.4A deductive studyKelley and De Graaf (1997) show that a number of studies have examined the factors that have an impact upon individuals’ religious beliefs, such as parents, schools, and friends, but they also argue that there are good grounds for thinking that the nation into which one is born will be an important cross-cultural factor. These refl ections constitute what they refer to as the ‘theory’ that guided their research and from which the following hypothesis was derived: ‘People born into religious nations will, in proportion to the orthodoxy of their fellow-citizens, acquire more orthodox beliefs than otherwise similar people born into secular nations’ (Kelley and De Graaf 1997: 641). There are two central concepts in this hypothesis that would need to be measured: national religiosity (whether it is religious or secular) and individual religious orthodoxy. The authors hypothesized further that the religious orientation of the individual’s family (whether devout or secular) would affect the nature of the relationship between national religiosity and religious orthodoxy.To test the hypotheses, a secondary analysis of data deriving from survey research based on large samples from fi fteen nations was conducted. UK readers will be interested to know that the British and Northern Irish (and Irish Republic) data were derived from the British Social Attitudes survey for 1991 (Jowell et al. 1992). Religious orthodoxy was measured by four survey questions concerned with religious belief. The questions asked about (1) whether the person believed in God, (2) his or her past beliefs about God, (3) how close the individual felt to God, and (4) whether he or she felt that God cares about everyone. To measure national religiosity, the fi fteen nations were classifi ed into one of fi ve categories ascending from secular to religious. The classifi cation was undertaken according to ‘an unweighted average of parental church attendance . . . and religious belief in the nation as a whole’ (Kelley and De Graaf 1997: 647). Family religious orientation was measured on a scale of fi ve levels of parental church attendance. The hypotheses were broadly confi rmed and the authors conclude that the ‘religious environment of a nation has a major impact on the beliefs of its citizens’ (Kelley and De Graaf 1997: 654). Some of the implications of the fi ndings for theories about international differences in religiosity are then outlined.This study demonstrates the process whereby hypotheses are deduced from existing theory and these then guide the process of data collection so that they can be tested.9780199588053_C02.indd 25 10/20/11 9:59 AMSocial research strategies26frequently be discernible in social research, but it is also the case that we often fi nd departures from it. However, in some research no attempt is made to follow the sequence outlined in Figure 2.1. Some researchers prefer an ap-proach to the relationship between theory and research that is primarily inductive. With an inductive stance, theory is the outcome of research. In other words, the process of induction involves drawing generalizable inferences out of observations. Figure 2.2 attempts to cap-ture the essence of the difference between inductivism and deductivism.However, just as deduction entails an element of induction, the inductive process is likely to entail a modi-cum of deduction. Once the phase of theoretical refl ection on a set of data has been carried out, the researcher may want to collect further data in order to establish the con-ditions in which a theory will and will not hold. Such a general strategy isoften called iterative: it involves a weaving back and forth between data and theory. It is particularly evident in grounded theory, which will be examined in Chapter 24, but in the meantime the basic point is to note that induction represents an alternative strategy for linking theory and research, although it contains a deductive element too.Figure 2.2Figure 2.2Deductive and inductive approaches tothe relationship between theory andresearchInductive approachDeductive approachObservations/FindingsObservations/FindingsTheoryTheoryResearch in focus 2.5An inductive studyCharmaz (1991, 1997) has been concerned to examine a number of aspects of the experiences of people with chronic illness. One phase of her research entailed the examination specifi cally of men with such a condition. In one of her reports (Charmaz 1997), she discusses the results of her research into twenty men suffering from chronic illness. The bulk of her data derives from semi-structured interviews. In order to bring out the distinctiveness of men’s responses, she compared the fi ndings relating to men with a parallel study of women with chronic illness. She argues that a key component of men’s responses is that of a strategy of preserving self. Although the experience of chronic illness invariably necessitates a change of lifestyle that itself occasions a change in personal identity, the men sought to preserve their sense of self by drawing on ‘essential qualities, attributes, and identities of [the] past self’ (Charmaz 1997: 49). By contrast, women were less reliant in their strategies of preserving self on the recapturing of past identities. She relates her theoretical refl ections of her data to her male respondents’ notions of masculine identity. Her emphasis on the idea of preserving self allows her to assess the factors that lie behind whether a man with chronic illness will ‘reconstruct a positive identity or sink into depression’ (Charmaz 1997: 57). If they were unable to have access to actions that would allow their sense of past self to be extended into the future (for example, through work), the probability of their sinking into depression was enhanced.In this study, the inductive nature of the relationship between theory and research can be seen in the way that Charmaz’s theoretical ideas (such as the notion of ‘preserving self’) derive from her data rather than being formed before she had collected her data.9780199588053_C02.indd 26 10/20/11 9:59 AMSocial research strategies 27However, as with ‘theory’ in connection with the deductive approach to the relationship between theory and research, we have to be cautious about the use of the term in the context of the inductive strategy too. While some researchers undoubtedly develop theories, equally it is necessary to be aware that very often what one ends up with can be little more than empirical gen-eralizations of the kind Merton (1967) wrote about. Research in focus 2.5 is an example of research that can be classifi ed as inductive in the sense that it develops a theory out of interview data deriving from men suffering from chronic illness concerning what determines suc-cessful coping mechanisms for males affl icted with such a condition. In fact, the analytic strategy adopted by the author (Charmaz 1997) was grounded theory, and it is certainly the case that many of the most prominent examples of inductive research derive from this tradition (see the other chapters in Strauss and Corbin 1997b, from which Charmaz’s example was taken).Charmaz’s (1997) research is an interesting illustra-tion of an inductive approach. Two points are particu-larly worth noting about it. First, as previously noted, it uses a grounded theory approach to the analysis of data and to the generation of theory. This approach, which was fi rst outlined by Glaser and Strauss (1967), is often regarded as especially strong in terms of generating theories out of data. This contrasts with the nature of many supposedly inductive studies, which generate inter-esting and illuminating fi ndings but whose theoretical signifi cance is not entirely clear. They provide insightful empirical generalizations, but little theory. Secondly, in much the same way that the deductive strategy is associ-ated with a quantitative research approach, an inductive strategy of linking data and theory is typically associated with a qualitative research approach. It is not a coinci-dence that Charmaz’s (1997) research referred to in Research in focus 2.5 is based on in-depth, semi-structured interviews that produced qualitative data in the form of respondents’ detailed answers to her questions. However, as will be shown below, this characterization of the in-ductive strategy as associated with qualitative research is not entirely straightforward: not only does much qualita-tive research not generate theory, but also theory is often used at the very least as a background to qualitative investigations.It is useful to think of the relationship between theory and research in terms of deductive and inductive strat-egies. However, as the previous discussion has implied, the issues are not as clear-cut as they are sometimes presented. To a large extent, deductive and inductive strategies are possibly better thought of as tendencies rather than as a hard-and-fast distinction. But these are not the only issues that impinge on the conduct of social research.Epistemological considerationsAn epistemological issue concerns the question of what is (or should be) regarded as acceptable knowledge in a discipline. A particularly central issue in this context is the question of whether the social world can and should be studied according to the same principles, procedures, and ethos as the natural sciences. The position that affi rms the importance of imitating the natural sciences is invariably associated with an epistemological position known as positivism (see Key concept 2.2).A natural science epistemology: positivismThe doctrine of positivism is extremely diffi cult to pin down and therefore to outline in a precise manner, be-cause it is used in a number of different ways by authors. For some writers, it is a descriptive category—one that describes a philosophical position that can be discerned in research—though there are still disagreements about what it comprises; for others, it is a pejorative term used to describe crude and often superfi cial data collection.It is possible to see in the fi ve principles in Key con-cept 2.2 a link with some of the points that have already been raised about the relationship between theory and research. For example, positivism entails elements of both a deductive approach (principle 2) and an inductive strategy (principle 3). Also, a fairly sharp distinction is drawn between theory and research. The role of research is to test theories and to provide material for the develop-ment of laws. But either of these connections between theory and research carries with it the implication that it is possible to collect observations in a manner that is not infl uenced by pre-existing theories. Moreover, theoret-ical terms that are not directly amenable to observation 9780199588053_C02.indd 27 10/20/11 9:59 AMSocial research strategies28Key concept 2.2 What is positivism?Positivism is an epistemological position that advocates the application of the methods of the natural sciences to the study of social reality and beyond. But the term stretches beyond this principle, though the constituent elements vary between authors. However, positivism is also taken to entail the following principles:1. Only phenomena and hence knowledge confi rmed by the senses can genuinely be warranted as knowledge (the principle of phenomenalism).2. The purpose of theory is to generate hypotheses that can be tested and that will thereby allowexplanations of laws to be assessed (the principle of deductivism).3. Knowledge is arrived at through the gathering of facts that provide the basis for laws (the principle of inductivism).4. Science must (and presumably can) be conducted in a way that is value free (that is, objective).5. There is a clear distinction between scientifi c statements and normative statements and a belief that the former are the true domain of the scientist. This last principle is implied by the fi rst because the truth or otherwise of normative statements cannot be confi rmed by the senses.are not considered genuinely scientifi c; they must be sus-ceptible to the rigours of observation. All this carries with it the implication of greater epistemological status being given to observation than to theory.It should be noted that it is a mistake to treat positivism as synonymous with science and the scientifi c. In fact, philosophers of science and of the social sciences differ quite sharply over how best to characterize scientifi c practice, and since the early 1960s there has been a drift away from viewing it in positivist terms. Thus, when writers complain about the limitations of positivism, it is not entirely clear whether they mean the philosophical term or a scientifi c approach more generally. Realism (in particular, critical realism), for example, is another philo-sophical position that purports to provide an account of the nature of scientifi c practice (see Key concept 2.3).The crux of the epistemological considerations that form the central thrust of this section is the rejection by some writers and traditions of the application of the canons of the natural sciences to the study of social reality. A diffi culty here is that it is not easy to disentangle the natural science model from positivism as the butt of their criticisms. In other words, it is not always clear whether they are inveighing against the application of a general natural scientifi c approach or of positivism in particular. There is a long-standing debate about the appropriate-ness of the natural science model for the study of society, but, since the account that is offered of that model tends to have largely positivist overtones, it would seem that it is positivism that is the focus of attention rather than other accounts of scientifi c practice (such as critical realism—see Key concept 2.3).InterpretivismInterpretivism is a term given to a contrasting epistem-ology to positivism (see Key concept 2.4). The term subsumes the views of writers who have been critical of the application of the scientifi c model to the study of the social world and who have been infl uenced by different intellectual traditions, which are outlined below. They share a view that the subject matter of the social sciences —people and their institutions—is fundamentally differ-ent from that of the natural sciences. The study of the social world therefore requires a different logic of re-search procedure, one that refl ects the distinctiveness of humans as against the natural order. Von Wright (1971) has depicted the epistemological clash as being between positivism and hermeneutics (a term that is drawn from theology and that, when imported into the social sci-ences, is concerned with the theory and method of the interpretation of human action). This clash refl ects a divi-sion between an emphasis on the explanation of human behaviour that is the chief ingredient of the positivist approach to the social sciences and the understanding of human behaviour. The latter is concerned with the empathic understanding of human action rather than with the forces that are deemed to act on it. This contrast refl ects long-standing debates that precede the emergence of the modern social sciences but fi nd their expression in 9780199588053_C02.indd 28 10/20/11 9:59 AMSocial research strategies 29such notions as the advocacy by Max Weber (1864–1920) of an approach referred to in his native German as Verstehen (which means understanding). Weber (1947: 88) described sociology as a ‘science which attempts the interpretive understanding of social action in order to arrive at a causal explanation of its course and effects’. Weber’s defi nition seems to embrace both explanation and understanding here, but the crucial point is that the Key concept 2.3 What is realism?Realism shares two features with positivism: a belief that the natural and the social sciences can and should apply the same kinds of approach to the collection of data and to explanation, and a commitment to the view that there is an external reality to which scientists direct their attention (in other words, there is a reality that is separate from our descriptions of it). There are two major forms of realism:• Empirical realism simply asserts that, through the use of appropriate methods, reality can be understood. This version of realism is sometimes referred to as naive realism to refl ect the fact that it is often assumed by realists that there is a perfect (or at least very close) correspondence between reality and the term used to describe it. As such, it ‘fails to recognise that there are enduring structures and generative mechanisms underlying and producing observable phenomena and events’ and is therefore ‘superfi cial’ (Bhaskar 1989: 2). This is perhaps the most common meaning of the term. When writers employ the term ‘realism’ in a general way, it is invariably this meaning to which they are referring.• Critical realism is a specifi c form of realism whose manifesto is to recognize the reality of the natural order and the events and discourses of the social world and holds that ‘we will only be able to understand—and so change—the social world if we identify the structures at work that generate those events and discourses. . . . These structures are not spontaneously apparent in the observable pattern of events; they can only be identifi ed through the practical and theoretical work of the social sciences’ (Bhaskar 1989: 2).Critical realism implies two things. First, it implies that, whereas positivists take the view that the scientist’s conceptualization of reality actually directly refl ects that reality, realists argue that the scientist’s conceptualization is simply a way of knowing that reality. As Bhaskar (1975: 250) has put it: ‘Science, then, is the systematic attempt to express in thought the structures and ways of acting of things that exist and act independently of thought.’ Critical realists acknowledge and accept that the categories they employ to understand reality are likely to be provisional. Thus, unlike naive realists, critical realists recognize that there is a distinction between the objects that are the focus of their enquiries and the terms they use to describe, account for, and understand them. Secondly, by implication, critical realists unlike positivists are perfectly content to admit into their explanations theoretical terms that are not directly amenable to observation. As a result, hypothetical entities that account for regularities in the natural or social orders (the ‘generative mechanisms’ to which Bhaskar refers) are perfectly admissible for realists, but not for positivists. Generative mechanisms entail the entities and processes that are constitutive of the phenomenon of interest. For critical realists, it is acceptable that generative mechanisms are not directly observable, since they can be admitted into theoretical accounts on the grounds that their effects are observable. Also crucial to a critical realist understanding is the identifi cation of the context that interacts with the generative mechanism to produce an observed regularity in the social world. An appreciation of context is crucial to critical realist explanations because it serves to shed light on the conditions that promote or impede the operation of thecausal mechanism. What makes critical realism critical is that the identifi cation of generative mechanisms offers the prospect of introducing changes that can transform the status quo. A further point to note about critical realism is that the form of reasoning involved in the identifi cation of generative causal mechanisms is neither inductive nor deductive. It is referred to by Blaikie (2004) as retroductive reasoning, which entails making an inference about the causal mechanism that lies behind and is responsible for regularities that are observed in the social world. Research in focus 26.1 provides an example of research using a critical realist approach. This example can be read profi tably at this stage even though it is in a much later chapter.9780199588053_C02.indd 29 10/20/11 9:59 AMSocial research strategies30task of ‘causal explanation’ is undertaken with reference to the ‘interpretive understanding of social action’ rather than to external forces that have no meaning for those involved in that social action.One of the main intellectual traditions that has been responsible for the anti-positivist position has been phenomenology, a philosophy that is concerned with the question of how individuals make sense of the world around them and how in particular the philosopher should bracket out preconceptions in his or her grasp of that world. The initial application of phenomenological ideas to the social sciences is attributed to the work of Alfred Schutz (1899–1959), whose work did not come to the notice of most English-speaking social scientists until the translation from German of his major writings in the 1960s, some twenty or more years after they had been written. His work was profoundly infl uenced by Weber’s concept of Verstehen, as well as by phenomenological philosophers, like Husserl. Schutz’s position is well cap-tured in the following passage, which has been quoted on numerous occasions:Two points are particularly noteworthy in this quotation. First, it asserts that there is a fundamental difference between the subject matter of the natural sciences and the social sciences and that an epistemology is required that will refl ect and capitalize upon that difference. The fundamental difference resides in the fact that social reality has a meaning for human beings and therefore human action is meaningful—that is, it has a meaning for them and they act on the basis of the meanings that they attribute to their acts and to the acts of others. This leads to the second point—namely, that it is the job of the social scientist to gain access to people’s ‘common-sense thinking’ and hence to interpret their actions and their social world from their point of view. It is this particular feature that social scientists claiming allegiance to phe-nomenology have typically emphasized. In the words of the authors of a research methods text whose approach is described as phenomenological: ‘The phenomenologist views human behavior . . . as a product of how people interpret the world. . . . In order to grasp the meanings of a person’s behavior, the phenomenologist attempts to see things from that person’s point of view’ (Bogdan and Taylor 1975: 13–14; emphasis in original).In this exposition of Verstehen and phenomenology, it has been necessary to skate over some complex issues. In particular, Weber’s examination of Verstehen is far more complex than the above commentary suggests, because the empathetic understanding that seems to be implied above was not the way in which he applied it (Bauman 1978), while the question of what is and is not a genu-inely phenomenological approach to the social sciences is a matter of some dispute (Heap and Roth 1973). How-ever, the similarity in the writings of the hermeneutic–phenomenological tradition and of the Verstehen approach, with their emphasis upon social action as being meaning-ful to actors and therefore needing to be interpreted from their point of view, coupled with the rejection of positiv-ism, contributed to a stream of thought often referred to as interpretivism (e.g. J. A. Hughes 1990).Key concept 2.4 What is interpretivism?Interpretivism is a term that usually denotes an alternative to the positivist orthodoxy that has held sway for decades. It is predicated upon the view that a strategy is required that respects the differences between people and the objects of the natural sciences and therefore requires the social scientist to grasp the subjective meaning of social action. Its intellectual heritage includes: Weber’s notion of Verstehen; the hermeneutic–phenomenological tradition; and symbolic interactionism.The world of nature as explored by the natural scientist does not ‘mean’ anything to molecules, atoms and electrons. But the observational fi eld of the social scientist—social reality—has a specifi c meaning and relevance structure for the beings living, acting, and thinking within it. By a series of common-sense constructs they have pre-selected and pre-interpreted this world which they experience as the reality of their daily lives. It is these thought objects of theirs which determine their behaviour by motivating it. The thought objects constructed by the social scientist, in order to grasp this social reality, have to be founded upon the thought objects constructed by the common-sense thinking of men [and women!], living their daily life within the social world. (Schutz 1962: 59)9780199588053_C02.indd 30 10/20/11 9:59 AMSocial research strategies 31Verstehen and the hermeneutic–phenomenological tradition do not exhaust the intellectual infl uences on interpretivism. The theoretical tradition in sociology known as symbolic interactionism has also been regarded by many writers as a further infl uence. Again, the case is not clear-cut. The implications for empirical research of the ideas of the founders of symbolic interactionism, in particular George Herbert Mead (1863–1931), whose discussion of the way in which our notion of self emerges through an appreciation of how others see us, have been hotly debated. There was a school of research, known as the Iowa school, that drew heavily on Mead’s con-cepts and ideas, but proceeded in a direction that most people would prefer to depict as largely positivist in tone (Meltzer et al. 1975). Moreover, some writers have argued that Mead’s approach is far more consistent with a natural science approach than has typically been recognized (McPhail and Rexroat 1979). However, the general tendency has been to view symbolic inter-actionism as occupying similar intellectual space to the hermeneutic–phenomenological tradition and so as broadly interpretative in approach. This tendency is largely the product of the writings of Herbert Blumer, a student of Mead’s who acted as his mentor’s spokesman and interpreter, and his followers (Hammersley 1989; R. Collins 1994). Not only did Blumer coin the term symbolic interaction; he also provided a gloss on Mead’s writings that has decidedly interpretative overtones. Symbolic interactionists argue that interaction takes place in such a way that the individual is continually interpreting the symbolic meaning of his or her environ-ment (which includes the actions of others) and acts on the basis of this imputed meaning. In research terms, according to Blumer (1962: 188), ‘the position of symbolic interaction requires the student to catch the process of interpretation through which [actors] construct their actions’, a statement that brings out clearly his views of the research implications of symbolic interactionism and of Mead’s thought.It should be appreciated that the parallelism between symbolic interactionism and the hermeneutic–phenomenological tradition should not be exaggerated. The two are united in their antipathy for positivism and have in common an interpretative stance. However, symbolicinteractionism is, at least in the hands of Blumer and the many writers and researchers who have followed in his wake, a type of social theory that has dis-tinctive epistemological implications; the hermeneutic–phenomenological tradition, by contrast, is best thought of as a general epistemological approach in its own right. Blumer may have been infl uenced by the hermeneutic–phenomenological tradition, but there is no concrete evidence of this. There are other intellectual currents that have affi nities with the interpretative stance, such as the working-through of the ramifi cations of the works of the philosopher Ludwig Wittgenstein (Winch 1958), but the hermeneutic–phenomenological, Verstehen, and symbolic interactionist traditions can be considered major infl uences.Taking an interpretative stance can mean that the researcher may come up with surprising fi ndings, or at least fi ndings that appear surprising if a largely external stance is taken—that is, a position from outside the par-ticular social context being studied. Research in focus 2.6 provides an interesting example of this possibility.Of course, as the example in Research in focus 2.6 suggests, when the social scientist adopts an interpreta-tive stance, he or she is not simply laying bare how members of a social group interpret the world around them. The social scientist will almost certainly be aiming to place the interpretations that have been elicited into a social scientifi c frame. There is a double interpretation going on: the researcher is providing an interpretation of others’ interpretations. Indeed, there is a third level of interpretation going on, because the researcher’s inter-pretations have to be further interpreted in terms of the concepts, theories, and literature of a discipline. Thus, taking the example in Research in focus 2.6, Foster’s (1995) suggestion that Riverside is not perceived as a high crime area by residents is her interpretation of her subjects’ interpretations. She then had the additional job of placing her interesting fi ndings into a social scien-tifi c frame, which she accomplished by relating them to existing concepts and discussions in criminology of such things as informal social control, neighbourhood watch schemes, and the role of housing as a possible cause of criminal activity.The aim of this section has been to outline how epi-stemological considerations—especially those relating to the question of whether a natural science approach, and in particular a positivist one, can supply legitimate knowledge of the social world—are related to research practice. There is a link with the earlier section in that a deductive approach to the relationship between theory and research is typically associated with a positivist posi-tion. Key concept 2.2 does try to suggest that inductivism is also a feature of positivism (third principle), but, in the working-through of its implementation in the practice of social research, it is the deductive element (second prin-ciple) that tends to be emphasized. Similarly, the third level of interpretation that a researcher engaged in inter-pretative research must bring into operation is very much 9780199588053_C02.indd 31 10/20/11 9:59 AMSocial research strategies32part of the kind of inductive strategy described in the previous section. However, while such interconnections between epistemological issues and research practice exist, it is important not to overstate them, since they represent tendencies rather than defi nitive points of correspondence. Thus, particular epistemological prin-ciples and research practices do not necessarily go hand in hand in a neat unambiguous manner. This point will be made again on several occasions and will be a special focus of Chapter 26.Research in focus 2.6Interpretivism in practiceFoster (1995) conducted ethnographic research using participant observation and semi-structured interviews in a housing estate in East London, referred to as Riverside. The estate had a high level of crime, as indicated by offi cial statistics on crime. However, she found that residents did not perceive the estate to be a high crime area. This perception could be attributed to a number of factors, but a particularly important reason was the existence of ‘informal social control’. People expected a certain level of crime, but felt fairly secure because informal social control allowed levels of crime to be contained. Informal social control comprised a number of different aspects. One aspect was that neighbours often looked out for each other. In the words of one of Foster’s interviewees: ‘If I hear a bang or shouting I go out. If there’s aggravation I come in and ring the police. I don’t stand for it.’ Another aspect of informal social control was that people often felt secure because they knew each other. Another respondent said: ‘I don’t feel nervous . . . because people do generally know each other. We keep an eye on each other’s properties . . . I feel quite safe because you know your neighbours and you know they’re there . . . they look out for you’ (Foster 1995: 575).Ontological considerationsQuestions of social ontology are concerned with the nature of social entities. The central point of orientation here is the question of whether social entities can and should be considered objective entities that have a reality external to social actors, or whether they can and should be considered social constructions built up from the per-ceptions and actions of social actors. These positions are frequently referred to respectively as objectivism and constructionism. Their differences can be illustrated by reference to two of the most common and central terms in social science—organization and culture.ObjectivismObjectivism is an ontological position that implies that social phenomena confront us as external facts that are beyond our reach or infl uence (see Key concept 2.5).We can discuss organization or an organization as a tangible object. It has rules and regulations. It adopts standardized procedures for getting things done. People are appointed to different jobs within a division of labour. There is a hierarchy. It has a mission statement. And so on. The degree to which these features exist from organization to organization is variable, but in thinking in these terms we are tending to the view that an organ-ization has a reality that is external to the individuals who inhabit it. Moreover, the organization represents a social order in that it exerts pressure on individuals to conform to the requirements of the organization. People learn and apply the rules and regulations. They follow the standardized procedures. They do the jobs to which they are appointed. People tell them what to do and they tell others what to do. They learn and apply the values in the mission statement. If they do not do these things, they may be reprimanded or even fi red. The organization is therefore a constraining force that acts on and inhibits its members.The same can be said of culture. Cultures and subcul-tures can be viewed as repositories of widely shared values and customs into which people are socialized so that they can function as good citizens or as full partici-pants. Cultures and subcultures constrain us because we 9780199588053_C02.indd 32 10/20/11 9:59 AMSocial research strategies 33internalize their beliefs and values. In the case of both organization and culture, the social entity in question comes across as something external to the actor and as having an almost tangible reality of its own. It has the characteristics of an object and hence of having an objec-tive reality. To a very large extent, these are the ‘classic’ ways of conceptualizing organization and culture.ConstructionismHowever, we can consider an alternative ontological position—constructionism (Key concept 2.6). Thisposi-tion challenges the suggestion that categories such as organization and culture are pre-given and therefore confront social actors as external realities that they have no role in fashioning.Let us take organization fi rst. Strauss et al. (1973), drawing on insights from symbolic interactionism, car-ried out research in a psychiatric hospital and proposed that it was best conceptualized as a ‘negotiated order’. Instead of taking the view that order in organizations is a pre-existing characteristic, they argue that it is worked at. Rules were far less extensive and less rigorously im-posed than might be supposed from the classic account of organization. Indeed, Strauss et al. (1973: 308) prefer to refer to them as ‘much less like commands, and much more like general understandings’. Precisely because relatively little of the spheres of action of doctors, nurses, and other personnel was prescribed, the social order of the hospital was an outcome of agreed-upon patterns of action that were themselves the products of negotiations between the different parties involved. The social order is in a constant state of change because the hospital is ‘a place where numerous agreements are continually being terminated or forgotten, but also as continually being established, renewed, reviewed, revoked, revised. . . . In Key concept 2.5What is objectivism?Objectivism is an ontological position that asserts that social phenomena and their meanings have an existence that is independent of social actors. It implies that social phenomena and the categories that we use in everyday discourse have an existence that is independent or separate from actors.Key concept 2.6What is constructionism?Constructionism is an ontological position (often also referred to as constructivism) that asserts that social phenomena and their meanings are continually being accomplished by social actors. It implies that social phenomena and categories are not only produced through social interaction but that they are in a constant state of revision. In recent years, the term has also come to include the notion that researchers’ own accounts of the social world are constructions. In other words, the researcher always presents a specifi c version of social reality, rather than one that can be regarded as defi nitive. Knowledge is viewed as indeterminate, a position redolent of postmodernism (see Key concept 17.1, which further examines this viewpoint). This sense of constructionism is usually allied to the ontological version of the term. In other words, these are linked meanings. Both meanings are antithetical to objectivism (see Key concept 2.5), but the second meaning is also antithetical to realism (see Key concept 2.3). The fi rst meaning might be thought of usefully as constructionism in relation to the social world; the second as constructionism in relation to the nature of knowledge of the social world (and indeed the natural world).Increasingly, the notion of constructionism in relation to the nature of knowledge of the social world is being incorporated into notions of constructionism, but in this book I will be using the term in relation to the fi rst meaning, whereby constructionism is presented as an ontological position in relating to social objects and categories—that is, one that views them as socially constructed.9780199588053_C02.indd 33 10/20/11 9:59 AMSocial research strategies34any pragmatic sense, this is the hospital at the moment: this is its social order’ (Strauss et al. 1973: 316–17). The authors argue that a preoccupation with the formal prop-erties of organizations (rules, organizational charts, regu-lations, roles) tends to neglect the degree to which order in organizations has to be accomplished in everyday interaction, though this is not to say that the formal properties have no element of constraint on individual action.Much the same kind of point can be made about the idea of culture. Instead of seeing culture as an external reality that acts on and constrains people, it can be taken to be an emergent reality in a continuous state of construction and reconstruction. Becker (1982: 521), for example, has suggested that ‘people create culture continuously. . . . No set of cultural understandings . . . provides a perfectly applicable solution to any problem people have to solve in the course of their day, and they therefore must remake those solutions, adapt their under-standings to the new situation in the light of what is different about it.’ Like Strauss et al., Becker recognizes that the constructionist position cannot be pushed to the extreme: it is necessary to appreciate that culture has a reality that ‘persists and antedates the participation of particular people’ and shapes their perspectives, but it is not an inert objective reality that possesses only a sense of constraint: it acts as a point of reference but is always in the process of being formed.Neither the work of Strauss et al. nor that of Becker pushes the constructionist argument to the extreme. Each admits to the pre-existence of their objects of inter-est (organization and culture respectively). However, in each case we see an intellectual predilection for stressing the active role of individuals in the social construction of social reality. Not all writers adopting a constructionist position are similarly prepared to acknowledge the exis-tence or at least importance of an objective reality. Walsh (1972: 19), for example, has written that ‘we cannot take for granted, as the natural scientist does, the availability of a preconstituted world of phenomena for investiga-tion’ and must instead ‘examine the processes by which the social world is constructed’. Constructionism essen-tially invites the researcher to consider the ways in which social reality is an ongoing accomplishment of social actors rather than something external to them and that totally constrains them.Constructionism also suggests that the categories that people employ in helping them to understand the natural and social world are in fact social products. The categories do not have built-in essences; instead, their meaning is constructed in and through interaction. Thus, a category like ‘masculinity’ might be treated as a social construc-tion. This notion implies that, rather than being treated as a distinct inert entity, masculinity is construed as something whose meaning is built up during interaction. That meaning is likely to be a highly ephemeral one, in that it will vary by both time and place. This kind of stance frequently displays a concern with the language that is employed to present categories in particular ways. It suggests that the social world and its categories are not external to us, but are built up and constituted in and through interaction. This tendency can be seen particu-larly in discourse analysis, which is examined in Chap-ter 22. As Potter (1996: 98) observes: ‘The world . . . is constituted in one way or another as people talk it, write it and argue it.’ This sense of constructionism is highly antithetical to realism (see Key concept 2.3). Constructionism frequently results in an interest in the representation of social phenomena. Research in focus 2.7 provides an illustration of this idea in relation to the representation of the breast cancer epidemic in the USA.Constructionism is also frequently used as a term that refl ects the indeterminacy of our knowledge of the social world (see Key concept 2.6 and the idea of construction-ism in relation to the nature of knowledge of the social world). However, in this book, I will be using the term in connection with the notion that social phenomena and categories are social constructions.Relationship to social researchQuestions of social ontology cannot be divorced from issues concerning the conduct of social research. Onto-logical assumptionsand commitments will feed into the ways in which research questions are formulated and research is carried out. If a research question is for-mulated in such a way as to suggest that organizations and cultures are objective social entities that act on indi-viduals, the researcher is likely to emphasize the formal properties of organizations or the beliefs and values of members of the culture. Alternatively, if the researcher formulates a research question so that the tenuousness of organization and culture as objective categories is stressed, it is likely that an emphasis will be placed on the active involvement of people in reality construction. In either case, it might be supposed that different approaches to the design of research and the collection of data will be required. Later in the book, Research in focus 20.8 provides an illustration of a study with a strong commitment to a constructionist ontology and its implications for the research process.9780199588053_C02.indd 34 10/20/11 9:59 AMSocial research strategies 35Research in focus 2.7Constructionism in actionLantz and Booth (1998) have shown that breast cancer can be treated as a social construction. They note that US data show a rise in the incidence of the disease since the early 1980s, which has led to the depiction of the trend as an epidemic. The authors examined a variety of popular magazines using qualitative content analysis (see Key concept 13.1 for a brief description of this m ethod). They note that many of the articles draw attention to the lifestyles of modern women, such as delaying fi rst births, diet and alcohol consumption, and having careers. The authors argue that the articlesascribe blame to individual behaviors by listing a wide array of individual risk factors (many of which are not behaviors of ‘traditional’ women), and then offering prudent prescriptions for prevention. Women are portrayed as victims of an insidious disease, but also as victims of their own behaviors, many of which are related to the control of their own fertility. . . . These articles suggest that nontraditional women experience pathological repercussions within their bodies and, in turn, may be responsible for our current epidemic of breast cancer. (Lantz and Booth 1998: 915–16)This article suggests that, as a social category, the breast cancer epidemic is being represented in popular magazines in a particular way—one that blames the victims and the lifestyles of modern women in particular. This is in spite of the fact that fewer than 20 per cent of cases of breast cancer are in women under the age of 50. Lantz and Booth’s study is fairly representative of a constructionist ontology in suggesting that the epidemic is not simply being construed as a social fact but is being ascribed a particular meaning (one that blames the victims of the disease). In this way, the representation of the disease in popular magazines forms an important element in its social construction.Research strategy: quantitative and qualitative researchMany writers on methodological issues fi nd it helpful to distinguish between quantitative research and quali-tative research. The status of the distinction is ambigu-ous, because it is almost simultaneously regarded by some writers as a fundamental contrast and by others as no longer useful or even simply as ‘false’ (Layder 1993: 110). However, there is little evidence to suggest that the use of the distinction is abating and even consider-able evidence of its continued, even growing, cur-rency. The quantitative/qualitative distinction will be employed a great deal in this book, because it repres-ents a useful means of classifying different methods of social research and because it is a helpful umbrella for a range of issues concerned with the practice of social research.On the face of it, there would seem to be little to the quantitative/qualitative distinction other than the fact that quantitative researchers employ measurement and qualitative researchers do not. It is certainly the case that there is a predisposition among researchers along these lines, but many writers have suggested that the differences are deeper than the superfi cial issue of the presence or absence of quantifi cation. For many writers, quantitative and qualitative research differ with respect to their epistemological foundations and in other re-spects too. Indeed, if we take the areas that have been the focus of the previous three sections—the connection between theory and research, epistemological consider-ations, and ontological considerations—quantitative and qualitative research can be taken to form two distinctive clusters of research strategy. By a research strategy, I simply mean a general orientation to the conduct of social research. Table 2.1 outlines the differences between quantitative and qualitative research in terms of the three areas.Thus, quantitative research can be construed as a research strategy that emphasizes quantifi cation in the collection and analysis of data and that9780199588053_C02.indd 35 10/20/11 9:59 AMSocial research strategies36• entails a deductive approach to the relationship between theory and research, in which the accent is placed on the testing of theories;• has incorporated the practices and norms of the natural scientifi c model and of positivism in particular; and• embodies a view of social reality as an external, objec-tive reality.By contrast, qualitative research can be construed as a research strategy that usually emphasizes words rather than quantifi cation in the collection and analysis of data and that• predominantly emphasizes an inductive approach to the relationship between theory and research, in which the emphasis is placed on the generation of theories;• has rejected the practices and norms of the natural sci-entifi c model and of positivism in particular in prefer-ence for an emphasis on the ways in which individuals interpret their social world; and• embodies a view of social reality as a constantly shift-ing emergent property of individuals’ creation.There is, in fact, considerably more to the quantitative/qualitative distinction than this contrast. In Chapters 7 and 17 the nature of quantitative and then qualitative research respectively will be outlined in much greater detail, while in Chapters 26 and 27 the contrasting features will be further explored. In particular, a number of distinguishing features fl ow from the commitment of the quantitative research strategy to a positivist epistem-ology and from the rejection of that epistemology by practitioners of the qualitative research strategy. In other words, the three contrasts in Table 2.1 are basic, though fundamental, ones.However, the interconnections between the differ-ent features of quantitative and qualitative research are not as straightforward as Table 2.1 and the previous paragraph imply. While it is useful to contrast the two research strategies, it is necessary to be careful about hammering a wedge between them. It may seem per-verse to introduce a basic set of distinctions and then suggest that they are problematic. A recurring theme of this book is that discussing the nature of social research is just as complex as conducting research in the real world. You may discover general tendencies, but they are precisely that—tendencies. In reality, the picture becomes more complicated the more you delve.For example, it is common to describe qualitative research as concerned with the generation rather than the testing of theories. However, there are examples of studies in which qualitative research has been employed to test rather than to generate theories. For example, Adler and Adler (1985) were concerned to explore the issue of whether participation in athletics in higher edu-cation in the USA is associated with higher or lower levels of academicreview 351Chapter 16 Using IBM SPSS for Windows 353Introduction 354Getting started in SPSS 355 Beginning SPSS 355 Entering data in the Data Viewer 356 Defi ning variables: variable names, missing values, variable labels, and value labels 357 Recoding variables 359 Computing a new variable 359Data analysis with SPSS 361 Generating a frequency table 361 Generating a bar chart 363 Generating a pie chart 363 Generating a histogram 363 Generating the arithmetic mean, median, standard deviation, the range, and boxplots 363 Generating a contingency table, chi-square, and Cramér’s V 366 Generating Pearson’s r and Spearman’s rho 368 Generating scatter diagrams 368 Comparing means and eta 372 Generating a contingency table with three variables 372Further operations in SPSS 373 Saving your data 373 Retrieving your data 374 Printing output 374Key points 374Questions for review 374Part Three 377Chapter 17 The nature of qualitative research 379Introduction 380The main steps in qualitative research 384Theory and research 3879780199588053_A01.indd xvii 10/20/11 4:25 PMDetailed contentsxviiiConcepts in qualitative research 388Reliability and validity in qualitative research 389 Adapting reliability and validity for qualitative research 389 Alternative criteria for evaluating qualitative research 390 Recent discussions about quality criteria for qualitative research 393 Between quantitative and qualitative research criteria 394 Overview of the issue of criteria 397The main preoccupations of qualitative researchers 399 Seeing through the eyes of the people being studied 399 Description and the emphasis on context 401 Emphasis on process 402 Flexibility and limited structure 403 Concepts and theory grounded in data 404The critique of qualitative research 405 Qualitative research is too subjective 405 Diffi cult to replicate 405 Problems of generalization 406 Lack of transparency 406Is it always like this? 407Some contrasts between quantitative and qualitative research 407Some similarities between quantitative and qualitative research 409Feminism and qualitative research 410Key points 412Questions for review 413Chapter 18 Sampling in qualitative research 415Introduction 416Levels of sampling 417Purposive sampling 418 Theoretical sampling 418 Generic purposive sampling 422 Snowball sampling 424Sample size 425Not just people 427Using more than one sampling approach 427Key points 428Questions for review 429Chapter 19 Ethnography and participant observation 430Introduction 431Access 433 Overt versus covert ethnography 433 Access to closed settings 435 Access to open/public settings 436 Ongoing access 439 Key informants 439Roles for ethnographers 440 Active or passive? 446Field notes 447 Types of fi eld notes 4509780199588053_A01.indd xviii 10/20/11 4:25 PMDetailed contents xixBringing ethnographic research to an end 452Can there be a feminist ethnography? 453The rise of visual ethnography 455Writing ethnography 462The changing nature of ethnography 464Key points 466Questions for review 466Chapter 20 Interviewing in qualitative research 468Introduction 469Differences between the structured interview and the qualitative interview 470Asking questions in the qualitative interview 471 Preparing an interview guide 472 Kinds of questions 476 Recording and transcription 482 Telephone interviewing 488 Life history and oral history interviewing 488Feminist research and interviewing in qualitative research 491Qualitative interviewing versus participant observation 493 Advantages of participant observation in comparison to qualitative interviewing 493 Advantages of qualitative interviewing in comparison to participant observation 494 Overview 496Checklist 497Key points 498Questions for review 498Chapter 21 Focus groups 500Introduction 501Uses of focus groups 503Conducting focus groups 504 Recording and transcription 504 How many groups? 505 Size of groups 507 Level of moderator involvement 508 Selecting participants 509 Asking questions 511 Beginning and fi nishing 513Group interaction in focus group sessions 513Limitations of focus groups 516Checklist 519Key points 519Questions for review 520Chapter 22 Language in qualitative research 521Introduction 522Conversation analysis 522 Assumptions of conversation analysis 523 Transcription and attention to detail 5259780199588053_A01.indd xix 10/20/11 4:25 PMDetailed contentsxx Some basic tools of conversation analysis 525 Overview 527Discourse analysis 528 Uncovering interpretative repertoires 531 Producing facts 533Critical discourse analysis 536Overview 538Key points 540Questions for review 540Chapter 23 Documents as sources of data 542Introduction 543Personal documents 544 Diaries, letters, and autobiographies 544 Visual objects 546Offi cial documents deriving from the state 549Offi cial documents deriving from private sources 550Mass-media outputs 552Virtual documents 554The reality of documents 554Interpreting documents 556 Qualitative content analysis 557 Semiotics 559 Hermeneutics 560Checklist 561Key points 562Questions for review 562Chapter 24 Qualitative data analysis 564Introduction 565General strategies of qualitative data analysis 566 Analytic induction 566 Grounded theory 567Basic operations in qualitative data analysis 575 Steps and considerations in coding 576 Turning data into fragments 577 Problems with coding 578Thematic analysis 578Narrative analysis 582Secondary analysis of qualitative data 586Key points 587Questions for review 588Chapter 25 Computer-assisted qualitative data analysis: using NVivo 590Introduction 591Is CAQDAS like quantitative data analysis software? 591 No industry leader 592 Lack of universal agreement about the utility of CAQDAS 592Learning NVivo 593 Coding 5959780199588053_A01.indd xx 10/20/11 4:25 PMDetailed contents xxi Searching text 603 Memos 607 Saving an NVivo project 607 Opening an existing NVivo project 607 Final thoughts 608Key points 608Questions for review 609Part Four 611Chapter 26 Breaking down the quantitative/qualitative divide 613Introduction 614The natural science model and qualitative research 615Quantitative research and interpretivism 617Quantitative research and constructionism 618Research methods and epistemological and ontological considerations 618Problems with the quantitative/qualitative contrast 619 Behaviour versus meaning 620 Theory and concepts tested in research versus theory and concepts emergent from data 621 Numbers versus words 621 Artifi cial versus natural 621The mutual analysis of quantitative and qualitative research 622 A qualitative research approach to quantitative research 622 A quantitative research approach to qualitative research 623Quantifi cation in qualitative research 624 Thematic analysis 624 Quasi-quantifi cation in qualitative research 624 Combating anecdotalism through limited quantifi cation 624Key points 625Questions for review 625Chapter 27 Mixed methods research: combining quantitative and qualitative research 627Introduction 628The argument against mixed methods research 629 The embedded methods argument 629 The paradigm argument 629Two versions of the debate about quantitative and qualitative research 631Approaches to mixed methods research 631 A content analysis of articles based on mixed methods research 633 Approaches to combining quantitative and qualitative research in mixed methods research 635Refl ections on mixed methods research 649Checklist 650Key points 651Questions for review 6519780199588053_A01.indd xxi 10/20/11 4:25 PMDetailed contentsxxiiChapter 28 E-research: Internet research methods 653Introduction 654The Internet as object of analysis 654Using the Internet to collect data from individuals 658Online ethnography 659Qualitative research using onlineachievement, an issue on which the existing literature was inconsistent. This is an illustration of the use of the existing literature on a topic being employed as a kind of proxy for theory. The fi rst author was a partici-pant observer for four years of a basketball programme in a university, and both authors carried out ‘intensive, taped interviews’ with players. The authors’ fi ndings do lead them to conclude that athletic participation is likely to result in lower academic achievement. This occurs because the programme participants gradually drift from idealistic goals about their academic careers, and a variety of factors lead them to become increasingly detached from academic work. For example, one student is quoted as saying: ‘If I was a student like most other students I could do well, but when you play the calibre of ball we do, you just can’t be an above-average student. What I strive for now is just to be an average student. . . . You just can’t fi nd the time to do all the reading’ (Adler and Adler 1985: 247). This study shows how, although Table 2.1Fundamental differences between quantitative and qualitative research strategiesQuantitative QualitativePrincipal orientation to the role of theory in relation to researchDeductive; testing of theory Inductive; generation of theoryEpistemological orientation Natural science model, in particular positivism InterpretivismOntological orientation Objectivism Constructionism9780199588053_C02.indd 36 10/20/11 9:59 AMSocial research strategies 37qualitative research is typically associated with generat-ing theories, it can also be employed for testing them.Moreover, it is striking that, although the Adler and Adler study is broadly interpretivist in epistemological orientation, with its emphasis on how college athletes view their social situation, the fi ndings have objectivist, rather than constructionist, overtones. For example, when the authors describe the students’ academic performance as ‘determined less by demographic characteristics and high school experiences than by the structure of their college experiences’ (Adler and Adler 1985: 249), they are positing a social world that is ‘out there’ and that has a formal, objective quality. It is an example of qualitative research in the sense that there is no quantifi cation or very little of it, but it does not have all the other features outlined in Table 2.1. Similarly, the previously mentioned study by Westergaard et al. (1989) of the effects of redundancy was a quantitative study in the sense of being concerned to measure a wide variety of concepts, but exhibited little evidence of a concern to test theor-ies of unemployment or of a stressful life event like redundancy. Instead, its conclusions revolve around seek-ing to understand how those made redundant responded to the experience in terms of such things as their job-search methods, their inclination to fi nd jobs, and their political attitudes. As such, it has interpretivist overtones in spite of being an exercise in quantitative research.The point that is being made in this section is that quantitative and qualitative research represent different research strategies and that each carries with it striking differences in terms of the role of theory, epistemological issues, and ontological concerns. However, the distinc-tion is not a hard-and-fast one: studies that have the broad characteristics of one research strategy may have a characteristic of the other. I will say more about the common features in quantitative and qualitative research in Chap ter 26. Not only this, but many writers argue that the two can be combined within an overall research project, and Chapter 27 examines precisely this possibil-ity. In Chapter 27, I will examine what is increasingly referred to as mixed methods research. This term is widely used nowadays to refer to research that combines methods associated with both quantitative and qualita-tive research. Research in focus 2.8Mixed methods research—an exampleIn 2001, Britain was profoundly affected by the Foot and Mouth Disease (FMD), which had a big impact on people’s movements. Poortinga et al. (2004) were interested in how far the public trusted the information the government was supplying and how it perceived the risks associated with the disease. Such issues were of interest in part because the researchers felt that the ways in which the public responds to a crisis was an important topic, but also because the issues connect with the infl uence in recent years of the notion of the ‘risk society’ (Beck 1992), which has attracted a good deal of sociological attention. At the height of the disease during 2–5 April 2001, the researchers conducted a survey by administering a self-completion questionnaire (see Chapter 10) to samples in two contrasting areas: Bude in Cornwall and Norwich in Norfolk. These two areas were chosen because they were very differently affected by FMD. The questionnaire covered the following areas: level of agreement with statements about the outbreak of the disease (for example, ‘My main concerns about FMD are to do with the possible impacts on human health’); perceptions of who was to blame; level of agreement with statements about the government’s handling of FMD; degrees of trust in various sources of information about the disease; and personal information, such as any connection with the farming or tourist industries. In addition, a qualitative research method—focus groups (see Chapter 21)—was employed. In May and June 2001, these groups were convened and members of the groups were asked about the same kinds of issues covered in the questionnaire. Focus group participants were chosen from among those who had indicated in their questionnaire replies that they were willing to be involved in a focus group discussion. Three focus group discussions took place. While the questionnaire data were able to demonstrate the variation in such things as trust in various information sources, the focus groups revealed ‘valuable additional information, especially on the reasons, rationalizations and arguments behind people’s understanding of the FMD issue’ (Poortinga et al. 2004: 86). As a result, the researchers were able to arrive at a more complete account of the FMD crisis than could have been obtained by either a quantitative or a qualitative research approach alone. This and other possible advantages of mixed methods research will be explored further in Chapter 27.9780199588053_C02.indd 37 10/20/11 9:59 AMSocial research strategies38In Research in focus 2.8 and 2.9, I present examples of mixed methods studies. I am presenting them here partly to provide some early insights into the possibility of doing mixed methods research, but also to show how a wedge need not and should not be driven between quantitative and qualitative research. By contrasting the two approaches, it is easy to see them as incompatible. As the examples in Research in focus 2.8 and 2.9 show, they can be fruitfully combined within a single project. This point will be amplifi ed throughout Chapter 27.Research in focus 2.9Mixed methods research—an exampleThis second example of mixed methods research is probably one of the biggest studies in the UK using the approach—the Cultural Capital and Social Exclusion (CCSE) project. Like the research referred to in Research in Focus 2.1, the CCSE project was profoundly infl uenced by Bourdieu and in particular by his infl uential research on cultural capital and its role in the reproduction of social divisions (Bourdieu 1984). While the CCSE project was inspired by Bourdieu’s research, at the same time the researchers had some reservations about the methodological approach taken, the theoretical approach, and its relevance beyond the period in which the research was conducted and its milieu (France). The researchwas designed around three research questions:• ‘What is the nature of cultural capital in Britain? What kinds of social exclusion are generated by the differential distribution of cultural capital across class positions?’• ‘What are the relationships between economic capital, social capital and cultural capital, in particular how is cultural capital related to other forms of capital?’• ‘What role does cultural capital play in relation to existing patterns of social exclusion? How can a closer knowledge of this assist in developing cultural policies designed to offset the effects of social exclusion?’(www.open.ac.uk/socialsciences/cultural-capital-and-social-exclusion/research-questions.php, emphasis removed (accessed 13 August 2010))Each of these three research questions was broken down into several subquestions. In order to address these research questions, the authors employed three main research methods:1. Twenty-fi ve focus groups, with each group being made up of a distinctive group of members, for example, Pakistani middle class, supervisors, self-employed.2. A structured interview survey of a large representative sample of 1,781 respondents within the UK.3. Semi-structured interviews with 44 individuals from 30 households. The interviewees were sampled from the survey on the basis of socio-demographic and cultural capital characteristics. The interviewers also took notes about the households. In addition, 11 interviews were conducted with ‘elite’ individuals, because it was felt that these were not suffi ciently present in the sample.Thus, the CCSE project comprised two qualitative research methods (focus groups and semi-structured interviewing) and one quantitative method (a structured interview survey). The mixed methods aspect of this research fulfi lled several roles for the researchers. For example, although the focus groups yielded fi ndings that could be linked to the survey ones, they were also used to inform the design of the survey questions. There will be further reference to the utility of the mixed methods approach in Chapter 27, while the components of the CCSE project will be referred to in the interim chapters.Sources: Silva and Wright (2008); Bennett et al. (2009); Silva et al. (2009); www.open.ac.uk/socialsciences/cultural-capital-and-social-exclusion/project-summary.php (accessed 13 August 2010).9780199588053_C02.indd 38 10/20/11 9:59 AMwww.open.ac.uk/socialsciences/cultural-capital-and-social-exclusion/research-questions.phpwww.open.ac.uk/socialsciences/cultural-capital-and-social-exclusion/project-summary.phpwww.open.ac.uk/socialsciences/cultural-capital-and-social-exclusion/project-summary.phpSocial research strategies 39We are beginning to get a picture now that social re-search is infl uenced by a variety of factors. Figure 2.3 summarizes the infl uences that have been examined so far, but has added two more—the impact of values and of practical considerations.ValuesValues refl ect either the personal beliefs or the feelings of a researcher. On the face of it, we would expect that social scientists should be value free and objective in their research. After all, one might want to argue that research that simply refl ected the personal biases of its practitioners could not be considered valid and scien-tifi c because it was bound up with the subjectivities of its practitioners. Such a view is held with less and less frequency among social scientists nowadays. Émile Durkheim (1858–1917) wrote that one of the corollaries of his injunction to treat social facts as things was that all ‘preconceptions must be eradicated’ (Durkheim 1938: 31). Since values are a form of preconception, his exhor-tation was at least implicitly to do with suppressing them when conducting research. His position is unlikely to be regarded as credible nowadays, because there is a grow-ing recognition that it is not feasible to keep the values that a researcher holds totally in check. These can intrude at any or all of a number of points in the process of social research:• choice of research area;• formulation of research question;• choice of method;• formulation of research design and data-collection techniques;• implementation of data collection;• analysis of data;• interpretation of data;• conclusions.There are, therefore, numerous points at which bias and the intrusion of values can occur. Values can materialize at any point during the course of research. The researcher may develop an affection or sympathy, which was not necessarily present at the outset of an investigation, for the people being studied. It is quite common, for example, for researchers working within a qualitative research strategy, and in particular when they use participant observation or very intensive interviewing, to develop a close affi nity with the people whom they study to the extent that they fi nd it diffi cult to disentangle their stance as social scientists from their subjects’ perspective. This possibility may be exacerbated by the tendency that Becker (1967) identifi ed for sociologists in particular to be very sympathetic to underdog groups. Equally, social scientists may be repelled by the people they study. The social anthropologist Colin Turnbull (1973) reports the results of his research into an African tribe known as the Ik. Turnbull was appalled by what he witnessed: a love-less (and for him unlovable) tribe that left its young and very old to die. While Turnbull was able to point to the conditions that had led to this state of affairs, he was very honest in his disgust for what he witnessed, particularly during the period of his initial sojourn among the tribe. However, that very disgust is a product of Western values about the family, and it is likely, as he acknowledged, that these will have infl uenced his perception of what he witnessed.Another position in relation to the whole question of values and bias is to recognize and acknowledge that research cannot be value free but to ensure that there is no untrammelled incursion of values in the research pro-cess and to be self-refl ective and so exhibit refl exivity(see Key concept 17.5) about the part played by such factors. As Turnbull (1973: 13) put it at the beginning of his book on the Ik: ‘the reader is entitled to know some-thing of the aims, expectations, hopes and attitudes that the writer brought to the fi eld with him, for these will surely infl uence not only how he sees things but even Infl uences on the conduct of social researchgu e .3Figure 2.3Infl uences on social researchTheory Practical considerationsSocial researchEpistemologyValues Ontology9780199588053_C02.indd 39 10/20/11 9:59 AMSocial research strategies40what he sees.’ Researchers are increasingly prepared to forewarn readers of their biases and assumptions and how these may have infl uenced the subsequent fi ndings. There has been a growth since the mid-1970s of collec-tions of inside reports of what doing a piece of research was really like, as against the generalities presented in social research methods textbooks (like this one!). These collections frequently function as ‘confessions’, an ele-ment of which is often the writer’s preparedness to be open about his or her personal biases.The signifi cance of feminism in relation to values goes further than this, however. In particular, several feminist social researchers around the early 1980s proposed that the principles and practices associated with quantitative research were incompatible with feminist research on women. For writers like Oakley (1981), quantitative research was bound up with male values of control that can be seen in the general orientation of the research strategy—control of the research subject/respondent and control of the research context and situation. Moreover, the research process was seen as one-way traffic, in which researchers extract information from the people being studied and give little, or more usually nothing, in return. For many feminists, such a strategy bordered on exploitation and was incompatible with feminism’s values of sisterhood and non-hierarchical relationships between women. The antipathy towards quantitative research resulted in a preference for qualita-Still another approach is to argue for consciously value-laden research. This is a position taken by some feminist writers who have argued that only research on women that is intended for women will be consistent with the wider political needs of women. Mies (1993: 68) has argued that in feminist research the ‘postulate of value free research, of neutrality and indifference towards the research objects, has to be replaced by conscious par-tiality, which is achieved through partial identifi cation with the research objects’ (emphases in original).tive research among feminists. Not only was qualitative research seen as more consistent with the values of fem-inism; it was seen as more adaptable to those values. Thus, feminist qualitative research came to be associated with an approach in which the investigator eschewed a value-neutral approach and engaged with the people being studied as people and not simply as respondents to research instruments. The stance of feminism in relation to both quantitative and qualitative approaches demon-strates the ways in which values have implications for the process of social investigation. In more recent years, there has been a softening of the attitudes of feminists towards quantitative research. Several writers have acknowledged a viable and acceptable role for quanti-tative research, particularly when it is employed in conjunction with qualitative research (Jayaratne and Stewart 1991; Oakley 1998). This issue will be picked up in Chapters 17, 26, and 27.Student experienceThe infl uence of feminism on research questionsSarah Hanson is very clear about the infl uence of feminism on her research and on her research questions in particular.My research project focused on the representation of women through the front covers of fi ve women’s magazines, combining the application of feminist theory with the decoding practices of content analysis. Throughout the project I wanted to understand the nature of women’s magazines, the infl uences they have on women’s sense of self and identity and the role the magazines play. I asked: do women’s magazines support or destroy women’s identity and do they encourage self-respect or self-scrutiny? I wanted to combine theory with fact, focusing on the meanings behind the presentation of images and text.Similarly, for her research on non-governmental organizations (NGOs) and sex workers in Thailand, Erin Sanders wrote that she ‘employed a feminist methodology—and as such attempted to engage with my research participants, particularly the sex workers, as a “friend” rather than as a “researcher” ’. She also writes:I chose to use a feminist methodology because I wanted to eliminate the power imbalance in the research relationship. As there are a number of power issues with a ‘White’, ‘Western’ woman interviewing ‘Non-White’, ‘Non-Western’ sex workers, I had hoped a feminist methodology . . . would help redress some of the power issues.To read more about Sarah and Erin’s research experiences, go to the Online Resource Centre that accompanies this book at: www.oxfordtextbooks.co.uk/orc/brymansrm4e/9780199588053_C02.indd 40 10/20/11 9:59 AMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Social research strategies 41There are, then, different positions that can be taken up in relation to values and value freedom. Far fewer writers overtly subscribe to the position that the prin-ciple of objectivity can be put into practice than in the past. Quantitative researchers sometimes seem to be writing in a way that suggests an aura of objectivity (Mies 1993), but we simply do not know how far they subscribe to such a position. There is a greater awareness today of the limits to objectivity, so that some of the highly confi dent, not to say naive, pronouncements on the subject, like Durkheim’s, have fallen into disfavour. A further way in which values are relevant to the con-duct of social research is through adherence to ethical principles or standards. This issue will be followed up in Chapter 6.Practical considerationsNor should we neglect the importance and signifi cance of practical issues in decisions about how social research should be carried out. There are a number of different dimensions to this issue. For one thing, choices of re-search strategy, design, or method have to be dovetailed with the specifi c research question being investigated. If we are interested in teasing out the relative importance of a number of different causes of a social phenomenon, it is quite likely that a quantitative strategy will fi t our needs, because, as will be shown in Chapter 7, the assess-ment of cause is one of its keynotes. Alternatively, if we are interested in the world views of members of a certain social group, a qualitative research strategy that is sensi-tive to how participants interpret their social world may be the direction to choose. If a researcher is interested in a topic on which no or virtually no research has been done in the past, the quantitative strategy may be diffi -cult to employ, because there is little prior literature from which to draw leads. A more exploratory stance may be preferable, and, in this connection, qualitative research may serve the researcher’s needs better, since it is typically associated with the generation rather than the testing of theory (see Table 2.1) and with a rela-tively unstructured approach to the research process (see Chapter 17). Another dimension may have to do with the nature of the topic and of the people being investigated. For example, if the researcher needs to engage with indi-viduals or groups involved in illicit activities, such as gang violence (Patrick 1973), drug dealing (P. A. Adler 1985), or the murky underworld of organs-trading (Scheper-Hughes 2004), it is unlikely that a social survey would gain the confi dence of the subjects involved or achieve the necessary rapport. In fact, the idea of con-ducting survey research in such contexts or on such respondents looks rather ridiculous. It is not surprising, therefore, that researchers in these areas have tended to use a qualitative strategy where there is an opportunity to gain the confi dence of the subjects of the investiga-tion or even in some cases not reveal their identity as researchers, albeit with ethical dilemmas of the kind dis-cussed in Chapter 6. By contrast, it does not seem likely that the hypothesis in the research described in Research in focus 2.4 could have been tested with a qualitative method like participant observation.While practical considerations may seem rather mun-dane and uninteresting compared with the lofty realm inhabited by the philosophical debates surrounding such discussions about epistemology and ontology, they are important ones. All social research is a coming-together of the ideal and the feasible. Because of this, there will be many circumstances in which the nature of the topic or of the subjects of an investigation and the constraints on a researcher loom large in decisions about how best to proceed.Student experienceA practical consideration in the choice of research methodOne of the factors that infl uenced Rebecca Barnes’s choice of the semi-structured interview for her study of violence in women’s same-sex intimate relationships was that she felt that the topic is a highly sensitive area and that she therefore needed to be able to observe her interviewees’ emotional responses.I felt that, given the sensitivity of the research topic, semi-structured, in-depth interviewswould be most appropriate. This gave me the opportunity to elicit women’s accounts of abuse in a setting where I was able to observe their emotional responses to the interview and endeavour to minimize any distress or other negative feelings that might result from participating in the research.To read more about Rebecca’s research experiences, go to the Online Resource Centre that accompanies this book at: www.oxfordtextbooks.co.uk/orc/brymansrm4e/9780199588053_C02.indd 41 10/20/11 9:59 AMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Social research strategies42Key points ● Quantitative and qualitative research constitute different approaches to social investigation and carry with them important epistemological and ontological considerations. ● Theory can be depicted as something that precedes research (as in quantitative research) or as something that emerges out of it (as in qualitative research). ● Epistemological considerations loom large in considerations of research strategy. To a large extent, these revolve around the desirability of employing a natural science model (and in particular positivism) versus interpretivism. ● Ontological considerations, concerning objectivism versus constructionism, also constitute important dimensions of the quantitative/qualitative contrast. ● Values may impinge on the research process at different times. ● Practical considerations in decisions about research methods are also important factors. ● Feminist researchers have tended to prefer a qualitative approach, though there is some evidence of a change of viewpoint in this regard.Questions for reviewTheory and research ● If you had to conduct some social research now, what would the topic be and what factors would have infl uenced your choice? How important was addressing theory in your consideration? ● Outline, using examples of your own, the difference between grand and middle-range theory. ● What are the differences between inductive and deductive theory and why is the distinction important?Epistemological considerations ● What is meant by each of the following terms: positivism; realism; and interpretivism? Why is it important to understand each of them? ● What are the implications of epistemological considerations for research practice?Ontological considerations ● What are the main differences between epistemological and ontological considerations? ● What is meant by objectivism and constructionism? ● Which theoretical ideas have been particularly instrumental in the growth of interest in qualitative research?Research strategy: quantitative and qualitative research ● Outline the main differences between quantitative and qualitative research in terms of: the relationship between theory and data; epistemological considerations; and ontological considerations. ● To what extent is quantitative research solely concerned with testing theories and qualitative research with generating theories?Infl uences on the conduct of social research ● What are some of the main infl uences on social research?9780199588053_C02.indd 42 10/20/11 9:59 AMSocial research strategies 43Online Resource Centrewww.oxfordtextbooks.co.uk/orc/brymansrm4e/Visit the Online Resource Centre that accompanies this book to enrich your understanding of social research strategies. Consult web links, test yourself using multiple choice questions, and gain further guidance and inspiration from the Student Researcher’s Toolkit.9780199588053_C02.indd 43 10/20/11 9:59 AMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Research designsChapter outlineIntroduction 45Criteria in social research 46Reliability 46Replication 47Validity 47Relationship with research strategy 48Research designs 50Experimental design 50Cross-sectional design 59Longitudinal design(s) 63Case study design 66Comparative design 72Bringing research strategy and research design together 76Key points 77Questions for review 7739780199588053_C03.indd 44 10/20/11 10:00 AMResearch designs 45IntroductionIn the previous chapter, the idea of research strategy was introduced as a broad orientation to social research. The specifi c context for its introduction was the distinction between quantitative and qualitative research as differ-ent research strategies. However, the decision to adopt one or the other strategy will not get you far along the road of doing a piece of research. Two other key decisions will have to be made (along with a host of tactical deci-sions about the way in which the research will be carried out and the data analysed). These decisions concern choices about research design and research method. On the face of it, these two terms would seem to mean the same thing, but it is crucial to draw a distinction between them (see Key concepts 3.1 and 3.2).Research methods can be and are associated with dif-ferent kinds of research design. The latter represents a structure that guides the execution of a research method and the analysis of the subsequent data. The two terms are often confused. For example, one of the research designs to be covered in this chapter—the case study—is very often referred to as a method. As we will see, a case study entails the detailed exploration of a specifi c case, which could be a community, organization, or person. But, once a case has been selected, a research method or research methods are needed to collect data. Simply selecting an organization and deciding to study it inten-sively are not going to provide data. Do you observe? Do you conduct interviews? Do you examine documents? Do you administer questionnaires? You may in fact use any or all of these research methods, but the crucial point is that choosing a case study approach will not in its own right provide you with data.Chapter guideIn focusing on the different kinds of research design, we are paying attention to the different frameworks for the collection and analysis of data. A research design relates to the criteria that are employed when evaluating social research. It is, therefore, a framework for the generation of evidence that is suited both to a certain set of criteria and to the research question in which the investigator is interested. This chapter is structured as follows.• Reliability, replication, and validity are presented as criteria for assessing the quality of social research. The latter entails an assessment in terms of several criteria covered in the chapter: measurement validity; internal validity; external validity; and ecological validity.• The suggestion that such criteria are mainly relevant to quantitative research is examined, along with the proposition that an alternative set of criteria should be employed in relation to qualitative research. This alternative set of criteria, which is concerned with the issue of trustworthiness, is outlined briefl y.• Five prominent research designs are then outlined: – experimental and related designs (such as the quasi-experiment); – cross-sectional design, the most common form of which is survey research; – longitudinal design and its various forms, such as the panel study and the cohort study; – case study design; – comparative design.• Each research design is considered in terms of the criteria for evaluating research fi ndings.9780199588053_C03.indd 45 10/20/11 10:00 AMResearch designs46Three of the most prominent criteria for the evaluation of social research are reliability, replication, and validity. Each of these terms will be treated in much greater detail in later chapters, but in the meantime a fairly basic treat-ment of them can be helpful.ReliabilityReliability is concerned with the question of whether the results of a study are repeatable. The term is commonly used in relation to the question of whether the measures that are devised for concepts in the social sciences (such as poverty,racial prejudice, deskilling, religious orthodoxy) are consistent. In Chapter 7 we will be looking at the idea of reliability in greater detail, in particular the dif-ferent ways in which it can be conceptualized. Reliability is particularly at issue in connection with quantitative research. The quantitative researcher is likely to be con-cerned with the question of whether a measure is stable or not. After all, if we found that IQ tests, which were designed as measures of intelligence, were found to fl uctuate, so that people’s IQ scores were often wildly different when administered on two or more occasions, we would be concerned about it as a measure. We would consider it an unreliable measure—we could not have faith in its consistency.Key concept 3.1What is a research design?A research design provides a framework for the collection and analysis of data. A choice of research design refl ects decisions about the priority being given to a range of dimensions of the research process. These include the importance attached to:• expressing causal connections between variables;• generalizing to larger groups of individuals than those actually forming part of the investigation;• understanding behaviour and the meaning of that behaviour in its specifi c social context;• having a temporal (that is, over time) appreciation of social phenomena and their interconnections.Key concept 3.2What is a research method?A research method is simply a technique for collecting data. It can involve a specifi c instrument, such as a self-completion questionnaire or a structured interview schedule, or participant observation whereby the researcher listens to and watches others.Criteria in social researchIn this chapter, fi ve different research designs will be examined: experimental design and its variants, including quasi-experiments; cross-sectional or survey design; longitudinal design; case study design; and comparative design. However, before embarking on the nature of and differences between these designs, it is use-ful to consider some recurring issues in social research that cut across some or all of these designs.9780199588053_C03.indd 46 10/20/11 10:00 AMResearch designs 47ReplicationThe idea of reliability is very close to another criterion of research—replication and more especially replicability. It sometimes happens that researchers choose to repli-cate the fi ndings of others. There may be a host of differ-ent reasons for doing so, such as a feeling that the original results do not match other evidence that is relevant to the domain in question. In order for replication to take place, a study must be capable of replication—it must be repli-cable. This is a very obvious point: if a researcher does not spell out his or her procedures in great detail, replica-tion is impossible. Similarly, in order for us to assess the reliability of a measure of a concept, the procedures that constitute that measure must be replicable by someone else. Ironically, replication in social research is not com-mon. In fact, it is probably truer to say that it is quite rare. When Burawoy (1979) found that by accident he was conducting case study research in a US factory that had been studied three decades earlier by another researcher (Donald Roy), he thought about treating his own investi-gation as a replication. However, the low status of repli-cation in academic life persuaded him to resist this option. He writes: ‘I knew that to replicate Roy’s study would not earn me a dissertation let alone a job. . . . [In] academia the real reward comes not from replication but from originality!’ (Burawoy 2003: 650). Nonetheless, an investigation’s capacity to be replicated—replicability—is highly valued by many social researchers working within a quantitative research tradition. See Research in focus 7.7 for an example of a replication study.ValidityA further and in many ways the most important criterion of research is validity. Validity is concerned with the integrity of the conclusions that are generated from a piece of research. As we shall do for reliability, we will be examining the idea of validity in greater detail in later chapters, but in the meantime it is important to be aware of the main types of validity that are typically distinguished:• Measurement validity. Measurement validity applies primarily to quantitative research and to the search for measures of social scientifi c concepts. Measurement validity is also often referred to as construct validity. Essentially, it is to do with the question of whether a measure that is devised of a concept really does refl ect the concept that it is supposed to be denoting. Does the IQ test really measure variations in intelligence? If we take the study reported in Research in focus 2.4, there are three concepts that needed to be measured in order to test the hypotheses: national religiosity, religious orthodoxy, and family religious orientation. The question then is: do the measures really represent the concepts they are supposed to be tapping? If they do not, the study’s fi ndings will be questionable. It should be appreciated that measurement validity is related to reliability: if a measure of a concept is unstable in that it fl uctuates and hence is unreliable, it simply cannot be providing a valid measure of the concept in question. In other words, the assessment of measurement validity presupposes that a measure is reliable. If a measure is unreliable because it does not give a stable reading of the underlying concept, it cannot be valid, because a valid measure refl ects the concept it is supposed to be measuring.• Internal validity. Internal validity relates mainly to the issue of causality, which will be dealt with in greater detail in Chapter 7. Internal validity is con-cerned with the question of whether a conclusion that incorporates a causal relationship between two or more variables holds water. If we suggest that x causes y, can we be sure that it is x that is responsible for vari-ation in y and not something else that is producing an apparent causal relationship? In the study examined in Research in focus 2.4, the authors were quoted as concluding that ‘the religious environment of a nation has a major impact on the beliefs of its citizens’ (Kelley and De Graaf 1997: 654). Internal validity raises the question: can we be sure that national religiosity really does cause variation in religious orientation and that this apparent causal relationship is genuine and not produced by something else? In discussing issues of causality, it is common to refer to the factor that has a causal impact as the independent variable and the effect as the dependent variable (see Key concept 3.3). In the case of Kelley and De Graaf ’s research, the ‘reli-gious environment of a nation’ was an independ ent variable and ‘religious belief ’ was the dependent vari-able. Thus, internal validity raises the question: how confi dent can we be that the independent variable really is at least in part responsible for the variation that has been identifi ed in the depend ent variable?• External validity. External validity is concerned with the question of whether the results of a study can be generalized beyond the specifi c research context. In the research by Poortinga et al. (2004) on foot and mouth disease that was referred to in Research in focus 2.8, data were collected from 229 respondents in Bude and 244 respondents in Norwich. Can their fi ndings 9780199588053_C03.indd 47 10/20/11 10:00 AMResearch designs48about the attitudes to the handling of the outbreak be generalized beyond these respondents? In other words, if the research was not externally valid, it would apply to the 473 respondents alone. If it was externally valid, we would expect it to apply more generally to the populations of these two towns at the timeof the outbreak of the disease. It is in this context that the issue of how people are selected to participate in research becomes crucial. This is one of the main reasons why quantitative researchers are so keen to generate representative samples (see Chapter 8).• Ecological validity. Ecological validity is concerned with the question of whether social scientifi c fi nd-ings are applicable to people’s everyday, natural social settings. As Cicourel (1982: 15) has put it: ‘Do our instruments capture the daily life conditions, opinions, values, attitudes, and knowledge base of those we study as expressed in their natural habitat?’ This cri-terion is concerned with the question of whether social research sometimes produces fi ndings that may be technically valid but have little to do with what hap-pens in people’s everyday lives. If research fi ndings are ecologically invalid, they are in a sense artefacts of the social scientist’s arsenal of data collection and analytic tools. The more the social scientist intervenes in natural settings or creates unnatural ones, such as a laboratory or even a special room to carry out interviews, the more likely it is that fi ndings will be ecologically invalid. The fi ndings deriving from a study using questionnaires may have measurement validity and a reasonable level of internal validity, and they may be externally valid, in the sense that they can be generalized to other samples confronted by the same questionnaire, but the unnaturalness of the fact of having to answer a questionnaire may mean that the fi ndings have limited ecological validity.Relationship with research strategyOne feature that is striking about most of the discussion so far is that it seems to be geared mainly to quantitative rather than to qualitative research. Both reliability and measurement validity are essentially concerned with the adequacy of measures, which are most obviously a con-cern in quantitative research. Internal validity is con-cerned with the soundness of fi ndings that specify a causal connection, an issue that is most commonly of concern to quantitative researchers. External validity may be relevant to qualitative research, but the whole question of representativeness of research subjects with which the issue is concerned has a more obvious applica-tion to the realm of quantitative research, with its pre-occupation with sampling procedures that maximize the opportunity for generating a representative sample. The issue of ecological validity relates to the naturalness of the research approach and seems to have considerable relevance to both qualitative and quantitative research.Some writers have sought to apply the concepts of reli-ability and validity to the practice of qualitative research (e.g. LeCompte and Goetz 1982; Kirk and Miller 1986; Peräkylä 1997), but others argue that the grounding of these ideas in quantitative research renders them inap-plicable to or inappropriate for qualitative research. Writers like Kirk and Miller (1986) have applied concepts of validity and reliability to qualitative research but have changed the sense in which the terms are used very slightly. Some qualitative researchers sometimes pro-pose that the studies they produce should be judged or Key concept 3.3What is a variable?A variable is simply an attribute on which cases vary. ‘Cases’ can obviously be people, but they can also include things such as households, cities, organizations, schools, and nations. If an attribute does not vary, it is a constant. If all manufacturing organizations had the same ratio of male to female managers, this attribute of such organizations would be a constant and not a variable. Constants are rarely of interest to social researchers. It is common to distinguish between different types of variable. The most basic distinction is between independent variables and dependent variables. The former are deemed to have a causal infl uence on the latter. In addition, it is important to distinguish between variables—whether independent or dependent—in terms of their measurement properties. This is an important issue in the context of quantitative data analysis. In Chapter 15, a distinction is drawn between the following types of variable: interval/ratio variables; ordinal variables; nominal variables; and dichotomous variables. See page 335 for an explanation of these main types and Table 15.1 for brief descriptions of them.9780199588053_C03.indd 48 10/20/11 10:00 AMResearch designs 49evaluated according to different criteria from those used in relation to quantitative research. Lincoln and Guba (1985) propose that alternative terms and ways of assessing qualitative research are required. For example, they propose trustworthiness as a criterion of how good a qualitative study is. Each aspect of trustworthiness has a parallel with the quantitative research criteria.• Credibility, which parallels internal validity—that is, how believable are the fi ndings?• Transferability, which parallels external validity—that is, do the fi ndings apply to other contexts?• Dependability, which parallels reliability—that is, are the fi ndings likely to apply at other times?• Confi rmability, which parallels objectivity—that is, has the investigator allowed his or her values to intrude to a high degree?These criteria will be returned to in Chapter 17.Hammersley (1992a) occupies a kind of middle posi-tion here, in that, while he proposes validity as an import-ant criterion (in the sense that an empirical account must be plausible and credible and should take into account the amount and kind of evidence used in relation to an account), he also proposes relevance as a criterion. Relevance is taken to be assessed from the vantage point of the importance of a topic within its substantive fi eld or the contribution it makes to the literature on that fi eld. The issues in these different views have to do with the Key concept 3.4What is naturalism?Naturalism is an interesting example of a mercifully rare instance of a term that not only has different meanings, but also has meanings that can actually be contradictory! It is possible to identify three different meanings.• Naturalism means viewing all objects of study—whether natural or social ones—as belonging to the same realm and a consequent commitment to the principles of natural scientifi c method. This meaning, which has clear affi nities with positivism, implies that all entities belong to the same order of things, so that there is no essential difference between the objects of the natural sciences and those of the social sciences (M. Williams 2000). For many naturalists, this principle implies that there should be no difference between the natural and the social sciences in the ways in which they study phenomena. This version of naturalism essentially proposes that there is a unity between the objects of the natural and the social sciences and that, because of this, there is no reason for social scientists not to employ the approaches of the natural scientist.• Naturalism means being true to the nature of the phenomenon being investigated. According to Matza, naturalism is ‘the philosophical view that strives to remain true to the nature of the phenomenon under study’ (1969: 5) and ‘claims fi delity to the natural world’ (1969: 8). This meaning of the term represents a fusion of elements of an interpretivist epistemology and a constructionist ontology, which were examined in Chapter 2. Naturalism is taken to recognize that people attribute meaning to behaviour and are authors of their social world rather than passive objects.• Naturalism is a style of research that seeks to minimize the intrusion of artifi cial methods of data collection. This meaning implies that the social world should be as undisturbed as possible when it is being studied (Hammersley and Atkinson1995: 6).The second and third meanings overlap considerably, in that it could easily be imagined that, in order to conduct a naturalistic enquiry in the second sense, a research approach that adopted naturalistic principles in the third sense would be required. Both the second and third meanings are incompatible with, and indeed opposed to, the fi rst meaning. Naturalism in the fi rst sense is invariably viewed by writers drawing on an interpretivist epistemology as not ‘true’ to the social world, precisely because: it posits that there are no differences between humans and the objects of the natural sciences; it therefore ignores the capacity of humans to interpret the social world and to be active agents; and, in its preference for the application of natural science methods, it employs artifi cial methods of data collection. When writers are described as anti-naturalists, it is invariably the fi rst of the three meanings that they are deemed to be railing against.9780199588053_C03.indd 49 10/20/11 10:00 AMResearch designs50different objectives that many qualitative researchers argue are distinctive about their craft. The distinctive features of qualitative research will be examined in later chapters.However, it should also be borne in mind that one of the criteria previously cited—ecological validity—may have been formulated largely in the context of quantita-tive research, but is in fact a feature in relation to which qualitative research fares rather well. Qualitative research often involves a naturalistic stance (see Key concept 3.4). This means that the researcher seeks to collect data in naturally occurring situations and environments, as opposed to fabricated, artifi cial ones. This characteristic probably applies particularly well to ethnographic research, in which participant observation is a prominent element of data collection, but it is sometimes suggested that it applies also to the sort of interview approach typically used by qualitative researchers, which is less directive than the kind used in quantitative research (see e.g. Research in focus 2.4). We might expect that much quali-tative research is stronger than quantitative investiga-tions in terms of ecological validity.By and large, these issues in social research have been presented because some of them will emerge in the context of the discussion of research designs in the next section, but in a number of ways they also represent background considerations for some of the issues to be examined. They will be returned to later in the book.Research designsIn this discussion of research designs, fi ve different types will be examined: experimental design; cross-sectional or survey design; longitudinal design; case study design; and comparative design. Variations on these designs will be examined in their relevant subsections.Experimental designTrue experiments are quite unusual in sociology, but are employed in related areas of enquiry, such as social psychology and organization studies, while researchers in social policy sometimes use them in order to assess the impact of new reforms or policies. Why, then, bother to introduce experimental designs at all in the context of a book about social research? The chief reason, quite aside from the fact that they are sometimes employed, is that a true experiment is often used as a yardstick against which non-experimental research is assessed. Experimental research is frequently held up as a touchstone because it engenders considerable confi dence in the robustness and trustworthiness of causal fi ndings. In other words, true experiments tend to be very strong in terms of internal validity.ManipulationIf experiments are so strong in this respect, why then do social researchers not make far greater use of them? The reason is simple: in order to conduct a true experiment, it is necessary to manipulate the independent variable in order to determine whether it does in fact have an infl u-ence on the dependent variable. Experimental subjects are likely to be allocated to one of two or more experi-mental groups, each of which represents different types or levels of the independent variable. It is then possible to establish how far differences between the groups are responsible for variations in the level of the dependent variable. Manipulation, then, entails intervening in a situation to determine the impact of the manipulation on subjects. However, the vast majority of independent variables with which social researchers are concerned cannot be manipulated. If we are interested in the effects of gender on work experiences, we cannot manipulate gender so that some people are made male and others female. If we are interested in the effects of variations in social class on social and political attitudes or on health, we cannot allocate people to different social class group-ings. As with the huge majority of such variables, the levels of social engineering that would be required are beyond serious contemplation.Before moving on to a more complete discussion of experimental design, it is important to introduce a basic distinction between the laboratory experiment and the fi eld experiment. As its name implies, the laboratory experiment takes place in a laboratory or in a contrived setting, whereas fi eld experiments occur in real-life settings, such as in classrooms and organizations, or as a result of the implementation of reforms or new policies. It is experiments of the latter type that are most likely to touch on areas of interest to social researchers. In order to illustrate the nature of manipulation and the idea of a fi eld experiment, Research in focus 3.1 describes a well-known piece of experimental research.9780199588053_C03.indd 50 10/20/11 10:00 AMResearch designs 51Classical experimental designThe research in Research in focus 3.1 includes most of the essential features of what is known as the classical experimental design, which is also often referred to as the randomized experiment or randomized controlled trial (RCT). Two groups are established, and it is this that forms the experimental manipulation and therefore the independent variable—in this case, teacher expectations. The spurters form what is known as the experimental group or treatment group and the other students form a control group. The experimental group receives the experimental treatment—teacher expectancies—but the control group does not receive an experimental treat-ment. The dependent variable—student performance—is measured before and after the experimental manipulation, so that a before-and-after analysis can be conducted (see Figure 3.1). Moreover, the spurters and the non-spurters were assigned randomly to their respec-tive groups. Because of this use of random assignment to the experimental and control groups, the researchers were able to feel confi dent that the only difference be-tween the two groups was the fact that teachers expected the spurters to fare better at school than the others. They would have been confi dent that, if they did establish a difference in performance between the two groups, it was due to the experimental manipulation alone.In order to capture the essence of this design, the following simple notation will be employed:Obs An observation made in relation to the dependent variable; there may well be two or more observa-tions, such as IQ test scores and reading grades before (the pre-test) and after (the post-test) the experimental manipulation.Exp The experimental treatment (the independent vari-able), such as the creation of teacher expectancies. No Exp refers to the absence of an experimental treatment and represents the experience of the control group.T The timing of the observations made in relation to the dependent variable, such as the timing of the administration of an IQ test.Classical experimentaldesign and validityWhat is the purpose of the control group? Surely it is what happens to the spurters (the experimental group) that really concerns us? In order for a study to be a true experiment, it must control (in other words, eliminate) Research in focus 3.1A fi eld experimentAs part of a programme of research into the impact of self-fulfi lling prophecies (for example, where someone’s beliefs or expectations about someone else infl uence how the latter behaves), Rosenthal and Jacobson (1968) conducted research into the question of whether teachers’ expectations of their students’ abilities in fact infl uence the school performance of the latter. The research was conducted in a lower-class locality in the USA with a high level of children from minority group backgrounds. In the spring of 1964, all the students completed a test that was portrayed as a means of identifying ‘spurters’—that is, students who were likely to excel academically. At the beginning of the following academic year, all the teachers were notifi ed of the names of the students who had been identifi ed as spurters. In fact, 20 per cent of the schoolchildren had been identifi ed as spurters. However, the students had actually been administered a conventional IQ test and the so-called spurters had been selected randomly. The test was readministered eight months after the original one. The authors were then able to compare the differences between the spurters and the other students in terms of changes in various measures of academic performance, such as IQ scores, reading ability, and intellectual curiosity. Since there was no evidence for there being any difference in ability between the spurters and the rest, any indications that the spurters did in fact differ from their peers could be attributed to the fact that the teachers had been led to expect the former would perform better. The fi ndings show that such differences did in fact exist, but that the differences between the spurters and their peers tended to be concentrated in the fi rst two or three years of schooling. In other words, the evidence for a teacher expectancy effect was patchy. Nonetheless, this is an infl uential experiment that is widely believed to provide fi rm evidence of a teacher expectancy effect. For a useful brief review of some of the subsequent studies and refl ections on Rosenthal and Jacobson’s study, see Hammersley (2011: 106–9).9780199588053_C03.indd 51 10/20/11 10:00 AMResearch designs52Figure 3.1Figure 3.1Classical experimental design (with illustration of the effect of teacher expectancies on IQ)T1Obs1IQObs3IQRandomassignmentT2Obs2IQObs4IQExpTeacherexpx ectanciesNo ExpNo teacherexpx ectanciesExperimentalgroupspurtersrrControlgroupnon-spurtersrr8 monthsResearch in focus 3.2Threats to internal validity (and their application to the Rosenthal and Jacobson 1968 study)The following is a list of possible threats to the internal validity of an investigation and how each is mitigated in the Rosenthal and Jacobson (1968) study by virtue of its being a true experiment.• History. This refers to events other than the manipulation of teacher expectancies that may occur in the environment and that could have caused the spurters’ scores to rise. The actions of the school head to raise standards in the school may be one such type of event. If there were no control group, we could not be sure whether it was the teachers’ expectancies or the head’s actions that were producing the increase in spurters’ grades. If there is a control group, we are able to say that history would have an effect on the control-group subjects too, and therefore differences between the experimental and control groups could be attributed to the effect of teacher expectancies alone.• Testing. This threat refers to the possibility that subjects may become more experienced at taking a test or may become sensitized to the aims of the experiment as a result of the pre-test. The presence of a control group, which presumably would also experience the same effect, allows us to discount this possibility if there is a difference in levels of the dependent variable between the experimental and control groups.the possible effects of rival explanations of a causal fi nd-ing, such as that teacher expectancies have an impact on student performance. We might then be in a position to take the view that such a study is internally valid. The presence of a control group and the random assign-ment of subjects to the experimental and control groups enable us to eliminate such rival explanations. To see this, consider some of the rival explanations that might occur if there was no control group. There would then have been a number of potential threats to internal validity (see Research in focus 3.2). These threats are taken from Campbell (1957) and Cook and Campbell (1979), but not all the threats to internal validity they refer to are included.In the case of each of these threats to internal validity, each of which raises the prospect of a rival interpreta-tion of a causal fi nding, the presence of a control group coupled with random assignment allows us to eliminate these threats. As a result, our confi dence in the causal fi nding, that teacher expectancies infl uence student per-formance, is greatly enhanced.9780199588053_C03.indd 52 10/20/11 10:00 AMResearch designs 53However, simply because research is deemed to be internally valid does not mean that it is beyond reproach or that at least questions cannot be raised about it. When a quantitative research strategy has been employed, fur-ther criteria can be applied to evaluate a study. First, there is the question of measurement validity. In the case of the Rosenthal and Jacobson study, there are poten-tially two aspects to this. One is the question of whether academic performance has been adequately measured. Measures like reading scores seem to possess face validity, in the sense that they appear to exhibit a correspondence with what they are measuring. However, given the con-troversy surrounding IQ tests and what they measure (Kamin 1974), we might feel somewhat uneasy about how far gains in IQ test scores can be regarded as indica-tive of academic performance. Similarly, to take another of the authors’ measures—intellectual curiosity—how confi dent can we be that this too is a valid measure of academic performance? Does it really measure what it is supposed to measure? The second question relating to measurement validity is whether the experimental manipulation really worked. In other words, did the ran-dom identifi cation of some schoolchildren as spurters adequately create the conditions for the self-fulfi lling prophecy to be examined? The procedure very much relies on the teachers being taken in by the procedure, but it is possible that they were not all equally duped. If so, this would contaminate the manipulation.Secondly, is the research externally valid? This issue is considered in Research in focus 3.3.Thirdly, are the fi ndings ecologically valid? The fact that the research is a fi eld experiment rather than a labor-atory experiment seems to enhance this aspect of the Rosenthal and Jacobson research. Also, the fact that the students and the teachers seem to have had little if any appreciation of the fact that they were in fact participat-ing in an experiment may also have enhanced ecological validity, though this aspect of the research raises enor-mous ethical concerns, since deception seems to have been a signifi cant and probably necessary feature of the investigation. The question of ethical issues is in many ways another dimension of the validity of a study and will be the focus of Chapter 6. The fact that Rosenthal and Jacobson made intensive use of various instruments to measure academic performance might be considereda source of concerns about ecological validity, though this is an area in which most if not all quantitative research is likely to be implicated.• Instrumentation. This threat refers to the possibility that changes in the way a test is administered could account for an increase (or decrease) in scores between the pre-test and post-test—for example, if slight changes to the test had been introduced. Again, if there is a control group, we can assume that testing would have affected the control group as well.• Mortality. This relates to the problem of attrition in many studies that span a long period of time, in that subjects may leave. School students may leave the area or move to a different school. Since this problem is likely to affl ict the control group too, it is possible to establish its signifi cance as a threat relative to the impact and importance of teacher expectancies.• Maturation. Quite simply, people change, and the ways in which they change may have implications for the dependent variable. The students identifi ed as spurters may have improved anyway, regardless of the effect of teacher expectancies. Maturation should affect the control group subjects as well. If we did not have a control group, it could be argued that any change in the students’ school performance was attributable to the possibility that they would have improved anyway. The control group allows us to discount this possibility.• Selection. If there are differences between the two groups, which would arise if they had been selected by a non-random process, variations between the experimental and control groups could be attributed to pre-existing differences in their membership. However, since a random process of assignment to the experimental and control groups was employed, this possibility can be discounted.• Ambiguity about the direction of causal infl uence. The very notion of an independent variable and dependent variable presupposes a direction of causality. However, there may be occasions when the temporal sequence in a study is unclear, so that it is not possible to establish which variable affects the other. Since the creation of teacher expectancies preceded the improvements in academic achievement in the earlier years of school, in the Rosenthal and Jacobson study the direction of causal infl uence is clear.9780199588053_C03.indd 53 10/20/11 10:01 AMResearch designs54A fourth issue that we might want to raise relates to the question of replicability. The authors lay out very clearly the procedures and measures that they employed. If any-one were to carry out a replication, he or she would be able to obtain further information from them should they need it. Consequently, the research is replicable, although there has not been an exact replication. Clairborn (1969) conducted one of the earliest replications and fol-lowed a procedure that was very similar to Rosenthal and Jacobson’s. The study was carried out in three middle-class, suburban schools, and the timing of the creation of teacher expectancies was different from that in the Research in focus 3.3Threats to external validity (and their application to the Rosenthal and Jacobson 1968 study)Campbell (1957) and Cook and Campbell (1979) identify fi ve major threats to the external validity and hence generalizability of an investigation.• Interaction of selection and treatment. This threat raises the question: to what social and psychological groups can a fi nding be generalized? Can it be generalized to a wide variety of individuals who might be differentiated by ethnicity, social class, region, gender, and type of personality? In the case of the Rosenthal and Jacobson study, the students were largely from lower social class groups and a large proportion were from ethnic minorities. This might be considered a limitation to the generalizability of the fi ndings.• Interaction of setting and treatment. This threat relates to the issue of how confi dent we can be that the results of a study can be applied to other settings. In particular, how confi dent can we be that Rosenthal and Jacobson’s fi ndings are generalizable to other schools? There is also the wider issue of how confi dent we can be that the operation of self-fulfi lling prophecies can be discerned in non-educational settings. In fact, Rosenthal and others have been able to demonstrate the role and signifi cance of the self-fulfi lling prophecy in a wide variety of different contexts (Rosnow and Rosenthal 1997), though this still does not answer the question of whether the specifi c fi ndings that were produced can be generalized. One set of grounds for being uneasy about Rosenthal and Jacobson’s fi ndings is that they were allowed an inordinate amount of freedom for conducting their investigation. The high level of cooperation from the school authorities was very unusual and may be indicative of the school being somewhat atypical, though whether there is any such thing as a ‘typical school’ is highly questionable.• Interaction of history and treatment. This threat raises the question of whether the fi ndings can be generalized to the past and to the future. The Rosenthal and Jacobson research was conducted forty years ago. How confi dent can we be that the fi ndings would apply today? Also, their investigation was conducted at a particular juncture in the school academic year. Would the same results have obtained if the research had been conducted at different points in the year?• Interaction effects of pre-testing. As a result of being pre-tested, subjects in an experiment may become sensitized to the experimental treatment. Consequently, the fi ndings may not be generalizable to groups that have not been pre-tested, and, of course, in the real world people are rarely pre-tested in this way. The fi ndings may therefore be partly determined by the experimental treatment as such and partly by how pre-test sensitization has infl uenced the way in which subjects respond to the treatment. This may have occurred in the Rosenthal and Jacobson research, since all students were pre-tested at the end of the previous academic year.• Reactive effects of experimental arrangements. People are frequently, if not invariably, aware of the fact that they are participating in an experiment. Their awareness may infl uence how they respond to the experimental treatment and therefore affect the generalizability of the fi ndings. Since Rosenthal and Jacobson’s subjects do not appear to have been aware of the fact that they were participating in an experiment, this problem is unlikely to have been signifi cant. The issue of reactivity and its potentially damaging effects is a recurring theme in relation to many methods of social research.9780199588053_C03.indd 54 10/20/11 10:01 AMResearch designs 55original Rosenthal and Jacobson study. Clairborn failed to replicate Rosenthal and Jacobson’s fi ndings. This fail-ure to replicate casts doubt on the external validity of the original research and suggests that the fi rst three threats referred to in Research in focus 3.3 may have played an important part in the differences between the two sets of results.The classical experimental design is the foundation of the randomized controlled trial, which has increasingly become the gold standard research design in health-related fi elds. With an RCT, the aim is to test ‘alternative ways of handling a situation’ (Oakley 2000: 18). This may entail comparing the impact of an intervention with what would have happened if there had been no inter-vention or comparing the impacts of different kinds of intervention (such as different forms of treatment of an illness). It is randomization of experimental partici-pants that is crucial, as it means that the members of the different groups in the experiment are to all intents and purposes alike. The RCT is particularlypopular in fi elds like medicine where research questions often take the form ‘what is the impact of X?’The laboratory experimentMany experiments in fi elds like social psychology are laboratory experiments rather than fi eld experiments. One of the main advantages of the former over the latter is that the researcher has far greater infl uence over the experimental arrangements. For example, it is easier to assign subjects randomly to different experimental conditions in the laboratory than to do the same in an ongoing, real-life organization. The researcher therefore has a higher level of control, and this is likely to enhance the internal validity of the study. It is also likely that laboratory experiments will be more straightforward to replicate, because they are less bound up with a certain milieu that is diffi cult to reproduce.However, laboratory experiments like the one de-scribed in Research in focus 3.4 suffer from a number of limitations. First, the external validity is likely to be diffi cult to establish. There is the interaction of setting and treatment, since the setting of the laboratory is likely to be unrelated to real-world experiences and contexts. Also, there is likely to be an interaction of selection and treatment. In the case of Howell and Frost’s (1989) study described in Research in focus 3.4, there are a number of diffi culties: the subjects were students, who are unlikely to be representative of the general population, so that their responses to the experimental treatment may be distinctive; they were volunteers, and it is known that volunteers differ from non-volunteers (Rosnow and Rosenthal 1997: ch. 5); and they were given incentives to participate, which may further demarcate them from others, since not everyone is equally amenable to the blandishments of inducements. There will have been no problem of interaction effects of pre-testing, because, like many experiments, there was no pre-testing. However, it is quite feasible that reactive effects may have been set in motion by the experimental arrangements. Secondly, the ecological validity of the study may be poor, because we do not know how well the fi ndings are applicable to the real world and everyday life. However, while the Research in focus 3.4A laboratory experimentHowell and Frost (1989) were interested in the possibility that charismatic leadership, a term associated with Max Weber’s (1947) types of legitimate authority, is a more effective approach to leadership in organizations than other types of leadership. They conducted a laboratory experiment that compared the effectiveness of charismatic leadership as against two other approaches—consideration and structuring. A number of hypotheses were generated, including: ‘Individuals working under a charismatic leader will have higher task performance than will individuals working under a considerate leader’ (Howell and Frost 1989: 245).One hundred and forty-four students volunteered for the experiment. Their course grades were enhanced by 3 per cent for agreeing to participate. They were randomly assigned to work under one of the three types of leadership. The work was a simulated business task. All three leadership approaches were performed by two female actresses. In broad conformity with the hypotheses, subjects working under charismatic leaders scored generally higher in terms of measures of task performance than those working under the other leaders, particularly the considerate leader.9780199588053_C03.indd 55 10/20/11 10:01 AMResearch designs56study may lack what is often called mundane realism, it may nonetheless enjoy experimental realism (Aronson and Carlsmith 1968). The latter means that the subjects are very involved in the experiment and take it very seriously.Quasi-experimentsA number of writers have drawn attention to the possi-bilities offered by quasi-experiments—that is, studies that have certain characteristics of experimental designs but that do not fulfi l all the internal validity requirements. A large number of different types of quasi-experiments have been identifi ed (Cook and Campbell 1979), and it is not proposed to cover them here. A particularly interest-ing form of quasi-experiment occurs in the case of ‘nat-ural experiments’. These are ‘experiments’ in the sense of entailing manipulation of a social setting, but as part of a naturally occurring attempt to alter social arrangements. In such circumstances, it is invariably not possible to assign subjects randomly to experimental and control groups. An example is provided in Research in focus 3.5. The absence of random assignment in the research casts a certain amount of doubt on the study’s internal validity, since the groups may not have been equivalent. However, the results of such studies are still compelling, because they are not artifi cial interventions in social life and because their ecological validity is therefore very strong. Most writers on quasi-experimentation discount natural experiments in which there is no control group or basis for comparison (Cook and Campbell 1979), but occasionally one comes across a single group natural experiment that is particularly striking (see Research in focus 3.6). Experimental designs and more especially quasi-experimental designs have been particularly prom-inent in evaluation research studies (see Key concept 3.5 and Research in focus 3.7).Possibly because of the various diffi culties with quasi-experiments that have been noted in this section, Grant and Wall (2008) have noted that they are used relatively infrequently in organizational research. However, they also note that there may be ways of addressing some of the concerns regarding internal validity that beset quasi-experiments. For example, they suggest that it may be possible to strengthen causal inferences when it is not possible to assign experimental and control group par-ticipants randomly and the researcher has limited or no control over the experimental manipulation. This might be done by seeking out further information that will help to discount some of the rival interpretations of a causal link that arise from the lack of a true experimental design. However, it is unlikely that such a view will fi nd favour among writers who adopt a purist view about the need for experimental designs in order to generate robust causal inferences.Research in focus 3.5A quasi-experimentSince the mid-1980s, a group of researchers has been collecting medical and psychiatric data on a cohort of over 10,000 British civil servants. The fi rst wave of data collection took place between late 1985 and early 1988 and comprised clinical measurement (for example, blood pressure, ECG, cholesterol) and a self-completion questionnaire that generated data on health, stress, and minor psychiatric symptoms. Further measurements of the same group took place in 1989/90 and 1992/3. The decision in the mid-1980s by the then UK government to transfer many of the executive functions of government to executive agencies operating on a more commercial basis than previously afforded the opportunity to examine the health effects of a major organizational change. Ferrie et al. (1998) report the results of their Phase 1 and Phase 3 data. They distinguished between three groups: those experiencing a change; those anticipating they would be affected by the change; and a ‘control group’ of those unaffected by the change. The authors found signifi cant adverse health effects among those experiencing and anticipating change compared to the control group, although the extent of the effects of the major organizational change (or its anticipation) varied markedly between men and women. This study uses a quasi-experimental design, in which a control group is compared to two treatment groups. It bears the hallmarks of a classical experimental design, butfocus groups 663Qualitative research using online personal interviews 668Online social surveys 670 Email surveys 670 Web surveys 671 Mixing modes of survey administration 672 Sampling issues 673 Overview 679Ethical considerations in Internet research 679The state of e-research 681Key points 681Questions for review 681Chapter 29 Writing up social research 683Introduction 684Writing up your research 685 Start early 685 Be persuasive 685 Get feedback 686 Avoid sexist, racist, and disablist language 686 Structure your writing 686Writing up quantitative, qualitative, and mixed methods research 692 Writing up quantitative research 692 Writing up qualitative research 695 Writing up mixed methods research 699Academic writing 704Checklist 706Key points 707Questions for review 707Glossary 709References 718Name index 744Index 7509780199588053_A01.indd xxii 10/20/11 4:25 PMThis page intentionally left blank About the authorAlan Bryman was appointed Professor of Organizational and Social Research in the School of Management at the University of Leicester in August 2005. He was head of the School during 2008 and 2009. Prior to his move to Leicester, he was Professor of Social Research at Loughborough Univer-sity, where he had worked for thirty-one years.His main research interests are in leadership, especially in higher education, research methods (particularly mixed methods research), and the ‘Disneyization’ and ‘McDonaldiza-tion’ of modern society. In 2003–4 he completed a project on mixed methods research, as part of the Economic and Social Research Council’s Research Methods Programme. This research has been used to inform Chapter 27. He also has an interest in the fi eld of leadership and in leadership in higher education in particular.He has published widely in the fi eld of Social Research, including: Quantitative Data Analysis with IBM SPSS 17, 18 and 19: A Guide for Social Scientists (Routledge, 2011) with Duncan Cramer; Business Research Methods (Oxford University Press, 3rd edition 2011) with Emma Bell; The SAGE Encyclopedia of Social Science Research Methods (Sage, 2004) with Michael Lewis-Beck and Tim Futing Liao; The Disneyization of Society (Sage, 2004); Handbook of Data Analysis (Sage, 2004) with Melissa Hardy; The SAGE Handbook of Organizational Research Methods (Sage, 2009) with David Buchanan; and The SAGE Handbook of Leadership (Sage, 2011) with David Collinson, Keith Grint, Brad Jackson, and Mary Uhl-Bien.He has contributed articles to a range of academic journals including Journal of Manage-ment Studies; Human Relations; International Journal of Social Research Methodology; Leadership Quarterly; Leadership; Studies in Higher Education; and American Behavioral Scientist. He is also on the editorial board of Leadership; Qualitative Research in Organizations and Management: An International Journal; and the Journal of Mixed Methods Research.9780199588053_A01.indd xxiv 10/20/11 4:25 PMIntroducing the studentsFor many readers of this book one of the main reasons for using it will be to enable you to undertake a research project of your own, perhaps for the fi rst time. With this in mind, I have included boxed features entitled ‘Student experience’, which are based on the experiences of undergraduate and postgraduate social science students who have done a research project, usually as part of their fi nal year dissertation. The aim of these boxes is to provide insight and advice based on the experiences of real students in their own words, or in other words, to ‘tell it like it is’, as Nichols and Beynon (1977) have put it. This feature is based on a set of questionnaires completed by undergraduate and postgraduate students from a variety of different UK university social science departments. The main point of this feature is to provide you with insights into the experiences of student researchers. Profi les of each of the students are given below, and the original questionnaires can be downloaded in the form of podcasts from the Online Resource Centre at:www.oxfordtextbooks.co.uk/orc/brymansrm4e/I will now introduce the students who have provided input that has informed the writing of the ‘Student experience’ feature of this book. I am extremely grateful to them for being willing to share their experiences of doing a research project and hope that sharing what they have learned from this process with the readers of this book will enable others to bene-fi t from their experience. A number of these students assisted on the previous edition of this book and their biographies below refl ect their research interests at that time.Rebecca BarnesRebecca Barnes was in the fi nal stages of writing up her Ph.D. in the School of Sociology and Social Policy, University of Nottingham. Rebecca’s thesis examined the issue of vio-lence and abuse in women’s same-sex intimate relationships. Her research is one of only a few studies on this topic in the UK. Rebecca adopted a qualitative methodology, conduct-ing semi-structured, in-depth interviews with forty women who self-defi ned as having been abused in a previous same-sex relationship. She carried out her interviews across England and parts of Wales, using online avenues and various forms of advertising to recruit her sample. Rebecca’s research experiences have fuelled her interest in methodo-logical issues, and, in particular, the ethical issues that are raised by ‘sensitive’ research. She has since been appointed Lecturer in Sociology at the University of Derby, where much of her teaching relates to research methods.Jez ClarkJez Clark graduated in 2007 with First Class Honours from the University of East Anglia, Norwich. Jez studied Politics with Media with a fi nal year internship at an advertising agency at which he wrote on the evolution of political advertising. During his second year Jez undertook a ‘Methods of Social Research’ project exploring student perceptions of aca-demic provision and support during university. His report focused on the academic issues and problems that individuals may face, and examined whether the UEA advisory system was providing adequate support. The information was collected by questionnaire, using 9780199588053_A01.indd xxv 10/20/11 4:25 PMwww.oxfordtextbooks.co.uk/orc/brymansrm4e/Introducing the studentsxxvia combination of systematic probability and stratifi ed random sampling. The data taken from these were collated and analysed (if answers could be coded) using the SPSS data programme; un-coded, ‘open’ responses were independently assessed.Hannah CreaneHannah Creane completed her undergraduate degree in Sociology with Law at Durham University. She fi nished her studies in 2007. The aim of Hannah’s research project was to explore the generational changes within childhood. Hannah had always been interested in the development of the person from child to adult, and in particular the social construction of childhood. This interest was furthered after carrying out a pilot project in 2005 explor-ing the importance of sibling relationships in the development of the child. Hannah’s project was based on the question of what makes a child a child as opposed to an adult, and to what extent this has changed across the generations. Her research was based on nine semi-structured interviews; she chose this research method in order to avoid limiting the response of the people she was interviewing. She created three distinct age brackets: 0–29, 30–59, and 60+, and then interviewed three people from each age bracket in order to ensure an equal representation for each generation.Mark GirvanMark is a 2011 graduate of the University of Strathclyde, where he studied BA Politics. In his third year he was part of a team that carried out quantitative research with regard to voting behaviour prior to the 2010 UK general elections. Using an experimental research design, thethere is no random assignment. Subjects were not randomly assigned to the three groups. Whether they were affected (or anticipated being affected by the changes) depended on decisions deriving from government and civil service policy.9780199588053_C03.indd 56 10/20/11 10:01 AMResearch designs 57Research in focus 3.6A natural experimentThe effects of television violence on children is one of the most contested areas of social research and one that frequently causes the media to become especially shrill. St Helena in the South Atlantic provided a fascinating laboratory for the examination of the various claims when television was introduced to the island for the fi rst time in the mid-1990s. The television viewing habits of a large sample of schoolchildren and their behaviour are being monitored and will continue to be monitored for many years to come. The project leader, Tony Charlton, was quoted in The Times as saying: ‘The argument that watching violent television turns youngsters to violence is not borne out . . . The children have been watching the same amounts of violence, and in many cases the same programmes, as British children. But they have not gone out and copied what they have seen on TV’ (Midgley 1998: 5). A report of the fi ndings in The Times in April 1998 found that ‘the shared experience of watching television made them less likely to tease each other and to fi ght, and more likely to enjoy books’ (Frean 1998: 7). The fi ndings derive from 900 minutes of video footage of children at play during school breaks, diaries kept by around 300 of the children, and ratings by teachers. The reports of the research in academic journals confi rm that there was no evidence to suggest that the introduction of television had led to an increase in anti-social behaviour (e.g. Charlton et al. 1998, 1999).Key concept 3.5What is evaluation research?Evaluation research, as its name implies, is concerned with the evaluation of such occurrences as social and organizational programmes or interventions. The essential question that is typically asked by such studies is: has the intervention (for example, a new policy initiative or an organizational change) achieved its anticipated goals? A typical design may have one group that is exposed to the treatment (that is, the new initiative), and a control group that is not. Since it is often neither feasible nor ethical to assign research participants randomly to the two groups, such studies are usually quasi-experimental. The use of the principles of experimental design is fairly entrenched in evaluation research, but other approaches have emerged in recent years. Approaches to evaluation based on qualitative research have emerged. While there are differences of opinion about how qualitative evaluation should be carried out, the different views typically coalesce around a recognition of the importance of an in-depth understanding of the context in which an intervention occurs and the diverse viewpoints of the stakeholders (Greene 1994, 2000).Pawson and Tilley (1997) advocate an approach that draws on the principles of critical realism (see Key concept 2.3) and that sees the outcome of an intervention as the result of generative mechanisms and the contexts of those mechanisms. A focus of the former element entails examining the causal factors that inhibit or promote change when an intervention occurs. Pawson and Tilley’s approach is supportive of the use of both quantitative and qualitative research methods. Tilley (2000) outlines an early example of the approach in the context of an evaluation of closed-circuit television (CCTV) in car parks. He observes that there are several mechanisms by which CCTV might deter car crime, such as deterrence of offenders, greater usage of car parks, which in itself produces surveillance, more effective use of security staff, and greater sensitivity among drivers to car security. Examples of contexts are: patterns of usage (such as if the car park is one that fi lls up and empties during rush-hour periods or one that is in more constant use); blind spots in car parks; and the availability of other sources of car crime for potential offenders. In other words, whether the mechanisms have certain effects is affected by the contexts within which CCTV is installed. The kind of evaluation research advocated by Pawson and Tilley maps these different combinations of mechanism and context in relation to different outcomes.9780199588053_C03.indd 57 10/20/11 10:01 AMResearch designs58Signifi cance of experimental designAs was stated at the outset, the chief reason for intro-ducing the experiment as a research design is because it is frequently considered to be a yardstick against which quantitative research is judged. This occurs largely because of the fact that a true experiment will allow doubts about internal validity to be allayed and refl ects the considerable emphasis placed on the determination of causality in quantitative research. As we will see in the next section, cross-sectional designs of the kind associated with survey research are frequently regarded as limited, because of the problems of unambiguously imputing causality when using such designs.Logic of comparisonHowever, before exploring such issues, it is important to draw attention to an important general lesson that an examination of experiments teaches us. A central feature of any experiment is the fact that it entails a comparison: at the very least it entails a comparison of results obtained by an experimental group with those engendered by a control group. In the case of the Howell and Frost (1989) experiment in Research in focus 3.4, there is no control group: the research entails a comparison of the effects of three different forms of leadership. The advantage of carrying out any kind of comparison like this is that we understand the phenomenon that we are interested in better when we compare it with something else that is similar to it. The case for arguing that charismatic leader-ship is an effective, performance-enhancing form of leadership is much more persuasive when we view it in relation to other forms of leadership. Thus, while the specifi c considerations concerning experimental design are typically associated with quantitative research, the potential of comparison in social research represents a more general lesson that transcends matters of both research strategy and research design. In other words, while the experimental design is typically associated with a quantitative research strategy, the specifi c logic of comparison provides lessons of broad applicability and relevance. This issue is given more specifi c attention below in relation to the comparative design.Research in focus 3.7A quasi-experimental evaluationKoeber (2005) reports the fi ndings of a quasi-experiment in which he evaluated the use of multimedia presentations (PowerPoint) and a course website (Blackboard) for teaching introductory sociology at a US university. One group of students acted as the experimental group, in that it was taught using these two forms of presenting learning materials simultaneously; the other group acted as a control group and did not experience the multimedia and website methods. There was no random assignment, but in several respects the two groups were comparable. Therefore, this is not a true experiment, but it has the features of a typical quasi-experiment, in that the researcher tried to make the two treatments as comparable as possible. It is an evaluation study, because the researcher is seeking to evaluate the utility of the two teaching methods. The fi ndings are interesting, in that it was found that there was no signifi cant evidence of a difference in the performance of students (measured by their fi nal grades for the course) between those who experienced the newer methodsand those who experienced the more traditional ones. However, those students who were taught with the newer methods tended to perceive the course in more favourable terms, in that they were more likely to perceive various aspects of the course (for example, course design, rapport with students, and the value of the course) in a positive way. Also, the experimental groups were less likely to perceive the course demands as diffi cult and to view the course workload as high.Key concept 3.6What is a cross-sectional research design?A cross-sectional design entails the collection of data on more than one case (usually quite a lot more than one) and at a single point in time in order to collect a body of quantitative or quantifi able data in connection with two or more variables (usually many more than two), which are then examined to detect patterns of association.9780199588053_C03.indd 58 10/20/11 10:01 AMResearch designs 59Cross-sectional designThe cross-sectional design is often called a survey design, but the idea of the survey is so closely connected in most people’s minds with questionnaires and structured interviewing that the more generic-sounding term cross-sectional design is preferable. While the research methods associated with surveys are certainly frequently employed within the context of cross-sectional research, so too are many other research methods, including structured observation, content analysis, offi cial statistics, and diar-ies. All these research methods will be covered in later chapters, but in the meantime the basic structure of the cross-sectional design will be outlined.The cross-sectional design is defi ned in Key concept 3.6. A number of elements of this defi nition have been emphasized.• More than one case. Researchers employing a cross-sectional design are interested in variation. That variation can be in respect of people, families, organ-izations, nation states, or whatever. Variation can be established only when more than one case is being examined. Usually, researchers employing this design will select a lot more than two cases for a variety of reasons: they are more likely to encounter variation in all the variables in which they are interested; they can make fi ner distinctions between cases; and the requirements of sampling procedure are likely to necessitate larger numbers (see Chapter 8).• At a single point in time. In cross-sectional design re-search, data on the variables of interest are collected more or less simultaneously. When an individual com-pletes a questionnaire, which may contain fi fty or more variables, the answers are supplied at essentially the same time. This contrasts with an experimental design. Thus, in the classical experimental design, someone in the experimental group is pre-tested, then exposed to the experimental treatment, and then post-tested. Days, weeks, months, or even years may separate the different phases. In the case of the Rosenthal and Jacobson (1968) study, eight months separated the pre- and post-testing of the school-children in the study.• Quantitative or quantifi able data. In order to establish variation between cases (and then to examine associ-ations between variables—see the next point), it is necessary to have a systematic and standardized method for gauging variation. One of the most import-ant advantages of quantifi cation is that it provides the researcher with a consistent benchmark. The advantages of quantifi cation and of measurement will be addressed in greater detail in Chapter 7.• Patterns of association. With a cross-sectional design it is possible to examine relationships only between variables. There is no time ordering to the variables, because the data on them are collected more or less simultaneously, and the researcher does not (invari-ably because he or she cannot) manipulate any of the variables. This creates the problem referred to in Research in focus 3.2 as ‘ambiguity about the direc-tion of causal infl uence’. If the researcher discovers a relationship between two variables, he or she cannot be certain whether this denotes a causal relationship, because the features of an experimental design are not present. All that can be said is the variables are related. This is not to say that it is not possible to draw causal inferences from research based on a cross-sectional design. As will be shown in Chapter 15, there are a number of ways in which the researcher is able to draw certain inferences about causality, but these inferences rarely have the credibility of causal fi ndings deriving from an experimental design. As a result, cross-sectional research invariably lacks the internal validity that is found in most experimental research (see the examples in Research in focus 3.8 and Thinking deeply 3.1).In this book, the term ‘survey’ will be reserved for research that employs a cross-sectional research design and in which data are collected by questionnaire or by structured interview (see Key concept 3.7). This will allow me to retain the conventional understanding of what a survey is while recognizing that the cross-sectional research design has a wider relevance—that is, one that is not necessarily associated with the collection of data by questionnaire or by structured interview.Reliability, replicability, and validityHow does cross-sectional research measure up in terms of the previously outlined criteria for evaluating quanti-tative research: reliability, replicability, and validity?• The issues of reliability and measurement validity are primarily matters relating to the quality of the meas-ures that are employed to tap the concepts in which the researcher is interested, rather than matters to do with a research design. In order to address questions of the quality of measures, some of the issues outlined in Chapter 7 would have to be considered.• Replicability is likely to be present in most cross-sectional research to the degree that the researcher 9780199588053_C03.indd 59 10/20/11 10:01 AMResearch designs60spells out procedures for: selecting respondents; de-signing measures of concepts; administering research instruments (such as structured interview or self-completion questionnaire); and analysing data. Most quantitative research based on cross-sectional research designs specifi es such procedures to a large degree.• Internal validity is typically weak. As has just been suggested above, it is diffi cult to establish causal direc-tion from the resulting data. Cross-sectional research designs produce associations rather than fi ndings from which causal inferences can be unambiguously made. However, procedures for making causal inferences Research in focus 3.8Cross-sectional design and internal validity: an example based on the Health and Lifestyles SurveyBlaxter (1990) reports some of the fi ndings of a large-scale cross-sectional study in which data were collected by three methods: a structured interview; physiological data on each respondent carried out by a nurse; and a self-completion questionnaire. Data were collected from a random sample of around 9,000 individuals. At one point Blaxter shows that there is a relationship between whether a person smokes and his or her diet. But how are we to interpret this relationship? Blaxter is quite properly cautious and does not infer any kind of causal relationship between the two. On the basis of the data, we cannot conclude whether smoking causes diet or whether diet causes smoking or whether the association between the two is actually an artefact of a third variable, such as a commitment or indifference to a ‘healthy’ lifestyle. There is, therefore, an ambiguity about the direction of causal infl uence.Thinking deeply 3.1Direction of causality: is sex good for you?An article in the Guardian’s Health section reviewed evidence about whether sex is goodfor you. At one point, the author refers to a study of men that seems to suggest that sex does bring health benefi ts, but she also has to acknowledge the problem of the direction of cause and effect.A study of 1,000 men in Caerphilly found that those who had two or more orgasms a week halved their mortality risk compared with those who had orgasms less than once a month. But while the authors concluded that sex seems to have a protective effect on men’s health, it is always possible that the association is the other way around—people who are ill are less likely to have sex in the fi rst place. (Houghton 1998: 14)Key concept 3.7What is survey research?Survey research comprises a cross-sectional design in relation to which data are collected predominantly by questionnaire or by structured interview on more than one case (usually quite a lot more than one) and at a single point in time in order to collect a body of quantitative or quantifi able data in connection with two or more variables (usually many more than two), which are then examined to detect patterns of association.9780199588053_C03.indd 60 10/20/11 10:01 AMResearch designs 61from cross-sectional data will be referred to in Chap-ter 15, though most researchers feel that the result-ing causal fi ndings rarely have the internal validity of those deriving from experimental designs.• External validity is strong when, as in the case of research like Blaxter’s (1990) study of Health and Lifestyles (see Research in focus 3.8), the sample from which data are collected has been randomly selected. When non-random methods of sampling are employed, external validity becomes questionable. Sampling issues will be specifi cally addressed in Chapter 8.• Since much cross-sectional research makes a great deal of use of research instruments, such as self-completion questionnaires and structured observation schedules, ecological validity may be jeopardized because the very instruments disrupt the ‘natural habitat’, as Cicourel (1982) puts it (see quotation on page 48).Non-manipulable variablesAs was noted at the beginning of the section on experi-mental design, in much if not most social research it is not possible to manipulate the variables in which we are interested. This is why most quantitative social research employs a cross-sectional research design rather than an experimental one. If we wanted internally valid fi ndings in connection with the smoking–diet relationship investi-gated by Blaxter (1990) (see Research in focus 3.8), we would need to manipulate one of the variables. For example, if we believed that smoking infl uences diet (perhaps because smoking is an expensive habit, which may affect people’s ability to afford certain kinds of food), we might envisage an experiment in which we took the following steps:• select a random sample of members of the public who do not smoke;• establish their current dietary habits;• randomly assign them to one of three experimental treatments: heavy smokers, moderate smokers, and non-smokers (who act as a control group); and• after a certain amount of time establish their dietary habits.Such a research design is almost laughable, because practical and ethical considerations are bound to render it unworkable. We would have to turn some people into smokers, and, in view of the evidence of the harmful effects of smoking, this would be profoundly unethical. Also, in view of the evidence about the effects of smok-ing, it is extremely unlikely that we would fi nd people who would be prepared to allow themselves to be turned into smokers. We might offer incentives for them to become smokers, but that might invalidate any fi ndings about the effects on diet if we believe that economic considerations play an important role in relation to the effects of smoking on diet. This research is essentially unworkable.Moreover, some of the variables in which social scien-tists are interested, and which are often viewed as poten-tially signifi cant independent variables, simply cannot be manipulated, other than by extreme measures. To more or less all intents and purposes, our ethnicity, age, gen-der, and social backgrounds are ‘givens’ that are not really amenable to the kind of manipulation that is neces-sary for a true experimental design. A man might be able to present himself through dress and make-up as a woman to investigate the impact of gender on job oppor-tunities, as Dustin Hoffman’s character did in the fi lm Tootsie, but it is unlikely that we would fi nd a suffi cient number of men to participate in a meaningful experi-ment to allow such an issue to be investigated (although Thinking deeply 3.2 provides an interesting case of the manipulation of a seemingly non-manipulable variable). Moreover, it could be reasonably argued that, even if we could bring this research design to fruition, the researcher would be examining the effects of only the external signs of gender and would be neglecting its more subjective and experiential aspects. Similarly, while the case of a white man presenting himself as a black man in Thinking deeply 3.2 is interesting, it is doubtful Thinking deeply 3.2Manipulating a non-manipulable variable: ethnicityIn the 1950s John Howard Griffi n (1961) blackened his face and visible parts of his body and travelled around the American South as a person of colour. He behaved appropriately by keeping his eyes averted to show due deference to whites. He was treated as a black man in a number of ways, such as by having to use water fountains designated for ‘coloreds’. Griffi n’s aim was to experience what it was like being a black person in a period and region of racial segregation.9780199588053_C03.indd 61 10/20/11 10:01 AMResearch designs62whether a brief sojourn as a person of colour could adequately capture the experience of being black in the American South. Such an experience is formed by many years of personal experience and the knowledge that it will be an ongoing experience. Thus, although the case described in Thinking deeply 3.2 provides an interesting case of manipulating an apparently non-manipulable variable—ethnicity—it is doubtful whether it could meaningfully be applied to an experimental context, not least because it is doubtful whether suffi cient numbers of people could be found to endure the discomforts and inconvenience.On the other hand, the very fact that we can regard certain variables as givens provides us with a clue as to how we can make causal inferences in cross-sectional re-search. Many of the variables in which we are interested can be assumed to be temporally prior to other variables. For example, we can assume that, if we fi nd a relation-ship between ethnic status and alcohol consumption, that the former is more likely to be the independent variable because it is temporally prior to alcohol con-sumption. In other words, while we cannot manipulate ethnic status, we can draw causal inferences from cross-sectional data.Structure of the cross-sectional designThe cross-sectional research design is not easy to depict in terms of the notation previously introduced, but Fig-ure 3.2 captures its main features, except that in this case Obs simply represents an observation made in relation to a variable.Figure 3.2 implies that a cross-sectional design com-prises the collection of data on a series of variables (Obs1 Obs2 Obs3 Obs4 Obs5 . . . Obsn) at a single point in time, T1. The effect is to create what Marsh (1982) referred to as a ‘rectangle’ of data that comprises variables Obs1 to Obsn and cases Case1 to Casen, as in Figure 3.3. For each case (which may be a person, household, city, nation, etc.) data are available for each of the variables, Obs1 to Obsn, all of which will have been collected at T1. Each cell in the matrix will have data in it.Cross-sectional design and research strategyThis discussion of the cross-sectional design has placed it fi rmly in the context of quantitative research. Also, the evaluation of the design has drawn on criteria asso-ciated with the quantitative research strategy. It should also be noted, however, that qualitative research often entails a form of cross-sectional design. A fairly typical form of such research is when the researcher employs unstructured interviewing or semi-structured interview-ing with a number of people. Research in focus 3.9 pro-vides an illustration of such a study.While emphatically within the qualitative research tra-dition, the study described in Research in focus 3.9 bears many research design similarities with cross-sectional studies within a quantitative research tradition, like Blaxter (1990). Moreover, it is a very popular mode of qualitative research. The research was not preoccupied with such criteria of quantitative research as internal and external validity, replicability, measurement validity, and so on. In fact, it could be argued that the conversational interview style made the study more ecologically valid than research using more formal instruments of data gu e 3.Figure 3.2A cross-sectional designT1Obs1Obs2Obs3Obs4Obs5. . .ObsnFigure 3.3Figure 3.3The data rectangle in cross-sectional researchCase1Case2Case3Case4Case5. . .CasenObs1 Obs2 Obs3 Obs4 . . . Obsn9780199588053_C03.indd 62 10/20/11 10:01 AMResearch designs 63collection. It is also striking that the study was con-cerned with the factors that infl uence food selection, like vegetarianism. The very notion of an ‘infl uence’ carries a strong connotation of causality, suggesting that qualita-tive researchers are interested in the investigation of causes and effects, albeit not in the context of the lan-guage of variables that so pervades quantitative research. Also, the emphasis was much more on elucidating the experience of something like vegetarianism than is often the case with quantitative research. However, the chief point in providing the illustration is that it bears many similarities to the cross-sectional design in quantitative research. It entailed the interviewing of quite a large number of people and at a single point in time. Just as with many quantitative studies using a cross-sectional design, the examination of early infl uences on people’s past and current behaviour is based on their retrospec-tive accounts of factors that infl uenced them in the past.Research in focus 3.9Qualitative research within a cross-sectional designBeardsworth and Keil (1992) carried out a study of the dietary beliefs and practices of vegetarians. They write that their intention was to contribute ‘to the analysis of the cultural and sociological factors which infl uence patterns of food selection and avoidance. The specifi c focus is on contemporary vegetarianism, a complex of interrelated beliefs, attitudes and practices . . .’ (1992: 253). The authors carried out ‘relatively unstructured interviews’, which were ‘guided by an inventory of issues’ with seventy-six vegetarians and vegans in the East Midlands (1992: 261). Respondents were identifi ed through a snowball sampling approach. The interviews were taped and transcribed, yielding a large corpus of qualitative data.Longitudinal design(s)The longitudinal design represents a distinct form of research design. Because of the time and cost involved, it is a relatively little-used design in social research, so it is not proposed to allocate a great deal of space to it. In the form in which it is typically found in social science sub-jects such as sociology, social policy, and human geogra-phy, it is usually an extension of survey research based on a self-completion questionnaire or structured interview research within a cross-sectional design. Consequently, in terms of reliability, replication, and validity, the longi-tudinal design is little different from cross-sectional re-search. However, a longitudinal design can allow some insight into the time order of variables and therefore may be more able to allow causal inferences to be made.With a longitudinal design a sample is surveyed and is surveyed again on at least one further occasion. It is com-mon to distinguish two types of longitudinal design: the panel study and the cohort study. With the former type, a sample, often a randomly selected national one, is the focus of data collection on at least two (and often more) occasions. Data may be collected from different types of case within a panel study framework: people, households, organizations, schools, and so on. An illustration of this kind of study is the British Household Panel Survey (BHPS) (see Research in focus 3.10).In a cohort study, either an entire cohort of people or a random sample of them is selected as the focus of data collection. The cohort is made up of people who share a certain characteristic, such as all being born in the same week or all having a certain experience, such as being unemployed or getting married on a certain day or in the same week. The National Child Development Study (NCDS) is an example of a cohort study (see Research in focus 3.11). A new cohort study—the Economic and Social Research Council (ESRC) Millennium Cohort Study—began at the turn of the present millennium.Panel and cohort studies share similar features. They have a similar design structure: Figure 3.4 portrays this structure and implies that data are collected in at least two waves on the same variables on the same people. Both panel and cohort studies are concerned with illumin-ating social change and with improving the understand-ing of causal infl uences over time. The latter means that longitudinal designs are somewhat better able to deal with the problem of ‘ambiguity about the direction of causal infl uence’ that plagues cross-sectional designs. 9780199588053_C03.indd 63 10/20/11 10:01 AMResearch designs64Research in focus 3.10The British Household Panel SurveyThe British Household Panel Survey (BHPS) began in 1991, when a national representative sample of 10,264 individuals in 5,538 households were interviewed for the fi rst time in connection with six main areas of interest:• household organization;• labour market behaviour;• income and wealth;• housing;• health; and• socio-economic values.Panel members are interviewed annually. As a result of the continuous interviewing, it is possible to highlight areas of social change. For example, Laurie and Gershuny (2000) show that there have been changes in the ways in which couples manage their money. Over a relatively short fi ve-year period (1991–5), there was a small decline in the proportion of men having a fi nal say in fi nancial decisions and a corresponding small increase in those reporting equal say, although interestingly these trends refer to aggregated replies of partners—around a quarter of partners give different answers about who has the fi nal say!For further information, see:www.iser.essex.ac.uk/ulsc/bhps (accessed 17 January 2011).The BHPS is being gradually replaced by the Understanding Society Survey, which is based on a panel in the region of 40,000 households. See:www.understandingsociety.org.uk (accessed 17 January 2011).Research in focus 3.11The National Child Development StudyThe National Child Development Study (NCDS) is based on all 17,000 children born in Great Britain in the week of 3–9 March 1958. The study was initially motivated by a concern over levels of perinatal mortality, but the data collected refl ect a much wider range of issues than this focus implies. Data were collected on the children and their families at age 7. In fact, the study was not originally planned as a longitudinal study. The children and their families have been followed up at ages 11, 16, 23, 33, 41–2, 46, and 50–1. Data are collectedin relation to a number of areas, including: physical and mental health; family; parenting; occupation and income; and housing and environment.For further information, see Fox and Fogelman (1990); Hodges (1998); and www.esds.ac.uk/longitudinal/access/ncds/l33004.asp (accessed 17 January 2011).A new cohort study—the Millennium Cohort Study—began in 2000–1 based on a sample of all children born in England and Wales over a twelve-month period from 1 September 2000 and all children born in Scotland and Northern Ireland from 1 December 2000.For further information, see:http://securedata.ukda.ac.uk/sdata/mcs.asp (accessed 17 January 2011).9780199588053_C03.indd 64 10/20/11 10:01 AMwww.iser.essex.ac.uk/ulsc/bhpswww.understandingsociety.org.ukwww.esds.ac.uk/longitudinal/access/ncds/l33004.asphttp://securedata.ukda.ac.uk/sdata/mcs.aspResearch designs 65Because certain potentially independent variables can be identifi ed at T1, the researcher is in a better position to infer that purported effects that are identifi ed at T2 or later have occurred after the independent variables. This does not deal with the entire problem about the ambigu-ity of causal infl uence, but it at least addresses the prob-lem of knowing which variable came fi rst. In all other respects, the points made above about cross-sectional designs are the same as those for longitudinal designs.Panel and cohort designs differ in important respects too. A panel study, like the BHPS, that takes place over many years can distinguish between age effects (the impact of the ageing process on individuals) and cohort effects (effects due to being born at a similar time), because its members will have been born at different times. A co-hort study, however, can distinguish only ageing effects, since all members of the sample will have been born at more or less the same time. Also, a panel study, especially one that operates at the household level, needs rules to inform how to handle new entrants to households (for example, as a result of marriage or elderly relatives moving in) and exits from households (for example, as a result of marriage break-up or children leaving home).Panel and cohort studies share similar problems. First, there is the problem of sample attrition through death, moving, and so on, and through subjects choosing to withdraw at later stages of the research. Menard (1991) cites the case of a study of adolescent drug use in the USA in which 55 per cent of subjects were lost over an eight-year period. However, attrition rates are by no means always as high as this. In 1981 the National Child Development Study managed to secure data from 12,537 members of the original 17,414 cohort, which is quite an achievement bearing in mind that twenty-three years would have elapsed since the birth of the children. In 1991 data were elicited from 11,407. The problem with attrition is largely that those who leave the study may differ in some important respects from those who remain, so that the latter do not form a representative group. There is some evidence from panel studies that the problem of attrition declines with time (Berthoud 2000a); in other words, those who do not drop out after the fi rst wave or two of data collection tend to stay on the panel. Secondly, there are few guidelines as to when is the best juncture to conduct further waves of data collec-tion. Thirdly, it is often suggested that many longitudinal studies are poorly thought out and that they result in the collection of large amounts of data with little apparent planning. Fourthly, there is evidence that a panel condi-tioning effect can occur whereby continued participation in a longitudinal study affects how respondents behave. Menard (1991) refers to a study of family caregiving in which 52 per cent of respondents indicated that they responded differently to providing care for relatives as a result of their participation in the research.Surveys, like the General Household Survey, the British Social Attitudes survey, and the British Crime Survey (see Table 14.1), that are carried out on a regular basis on samples of the population are not truly longitu-dinal designs because they do not involve the same people being interviewed on each occasion. They are perhaps better thought of as involving a repeated cross-sectional design or trend design in which samples are selected on each of several occasions. They are able to chart change but they cannot address the issue of the direction of cause and effect because the samples are always different.It is easy to associate longitudinal designs more or less exclusively with quantitative research. However, qualitative research sometimes incorporates elements of a longitudinal design. This is especially noticeable in ethnographic research, when the ethnographer is in a location for a lengthy period of time or when interviews are carried out on more than one occasion to address change. See Research in focus 3.12 for an example of the latter.Most longitudinal studies will be planned from the outset in such a way that sample members can be fol-lowed up at a later date. However, it can happen that the idea of conducting a longitudinal study occurs to the researchers only after some time has elapsed. Provided there are good records, it may be possible to follow up sample members for a second wave of data collection or even for further waves. Research in focus 3.13 pro-vides an extremely unusual but fascinating example of a longitudinal design from the USA with both planned and gu e 3.Figure 3.4The longitudinal designT1Obs1Obs2Obs3Obs4Obs5. . .ObsnTnObs1Obs2Obs3Obs4Obs5. . .Obsn. . .9780199588053_C03.indd 65 10/20/11 10:01 AMResearch designs66unplanned elements. This is also an interesting illustration of a mixed methods study, in that it combines quantita-tive and qualitative research.Case study designThe basic case study entails the detailed and intensive analysis of a single case. As Stake (1995) observes, case study research is concerned with the complexity and particular nature of the case in question. Some of the best-known studies in sociology are based on this kind of design. They include research on:• a single community, such as Whyte’s (1955) study of Cornerville in Boston, Gans’s (1962) study of the East End of Boston, M. Stacey’s (1960) research on Banbury, and O’Reilly’s (2000) research on a commun-ity of Britons living on the Costa del Sol in Spain. Increasingly, social researchers are becoming inter-ested in the study of online communities (see Chap-ter 28 and Research in focus 28.4 in particular);• a single school, such as studies by Ball (1981) and by Burgess (1983) on Beachside Comprehensive and Bishop McGregor respectively;• a single family, like O. Lewis’s (1961) study of the Sánchez family or Brannen and Nilsen’s (2006) investigation of a family of low-skilled British men, which contained four generations in order to uncover changes in ‘fathering’ over time;Research in focus 3.12Qualitative longitudinal research: the Timescapes projectQualitative longitudinal research (often abbreviated to QLL) that involves repeat qualitative interviews with research participants has become more common since the turn of the century. This is particularly apparent with the ‘Timescapes’ project, which is a major project that began life in February 2007. The aim is to interview and re-interview people on several occasions to capture social changes and shifts in people’s life course and thoughts and feelings. It comprises seven relatively independent projects. Through these projects the researchers aim to track the lives of around 400 people. One of the projects is entitled ‘Maculinities, identities and risk: transition in the lives of men as fathers’ and aims to get a sense of how masculine identities change in the wake of first-time fatherhood. This particular study builds on research that originally began in Norfolk in 1999, well before the Timescapes project began. Thirty fathers were interviewed in 2000–1 both before and after the birth of their fi rst child. Each man was interviewed three times (two interviews were scheduled after the child’s birth). This group of men was then followed up in 2008. A further set of interviews was conducted with eighteen men from south Wales in 2008–9 with the same pattern of one interview before and two interviews after birth. In the course of the interviews use was made of photographs of families and men with their children to stimulate refl ection on fatherhood. The use of photographs in interviews is explored in Chapters 19 and 20. The materials will eventually be made available for secondary analysis (see the section on ‘Secondary analysis of qualitative data’ in Chapter 24).Sources:Guardian, 20 Oct. 2009:www.guardian.co.uk/education/2009/oct/20/timescapes-leeds-research-memories?INTCMP=SRCHProject website:www.timescapes.leeds.ac.ukFor information on the masculinities project, see:www.timescapes.leeds.ac.uk/research-projects/projects/masculinities-fatherhood-risk.phpFor some methodological refl ections on the Timescapes project, see:www.timescapes.leeds.ac.uk/methods-ethicsAll the above websites were accessed 18 May 2011.9780199588053_C03.indd 66 10/20/11 10:01 AMwww.guardian.co.uk/education/2009/oct/20/timescapes-leeds-research-memories?INTCMP=SRCHwww.timescapes.leeds.ac.ukwww.timescapes.leeds.ac.uk/research-projects/projects/masculinities-fatherhood-risk.phpwww.timescapes.leeds.ac.uk/methods-ethicsResearch designs 67• a single organization, such as studies of a factory by writers such as Burawoy (1979), and Cavendish (1982), or of pilferage in a single location like a bakery (Ditton 1977), of a single police service (Holdaway 1982, 1983; see Research in focus 3.14), or of a single call centre (Callaghan and Thompson 2002; Nyberg 2009);• a person, like the famous study of Stanley, the ‘jack-roller’ (Shaw 1930); such studies are often character-ized as using the life history or biographical approach (see the section on ‘Life history and oral history inter-viewing’ in Chapter 20); and• a single event, such as the Cuban Missile Crisis (Allison 1971), the events surrounding the media reporting of a specifi c issue area (Deacon, Fenton, and Bryman 1999), the Balinese cockfi ght (Geertz 1973b), and the study of a disaster incident (Vaughan 1996, 2004).What is a case?The most common use of the term ‘case’ associates the case study with a location, such as a community or organ-ization. The emphasis tends to be upon an intensive examination of the setting. There is a tendency to associ-ate case studies with qualitative research, but such an Research in focus 3.13A planned and unplanned longitudinal designIn the 1940s Sheldon and Eleanor Glueck of the Harvard Law School conducted a study concerned with how criminal careers begin and are maintained. The study entailed a comparison of 500 delinquents and 500 non-delinquents in Massachusetts. The two samples were matched in terms of several characteristics, such as age, ethnicity, and the socio-economic status of the neighbourhoods from which they were drawn. The sample was aged around 14 at the time and was followed up at ages 25 and 33. The data were collected by various means: interviews with the 1,000 participants, their families, and various key fi gures in their lives (for example, social workers and school teachers); observations of the home; and records of various agencies that had any connection with the participants and their families. Obviously, data concerning criminal activity were collected for each individual by examining records relating to court appearances and parole. While all these sources of data produced quantitative information, qualitative data were also collected through answers to open questions in the interviews. Around the mid-1990s Laub and Sampson (2003, 2004) began to follow up the 500 men who had been in the delinquent sample. By this time, they would have been aged 70. Records of death and criminal activity were searched for all 500 men, so that patterns of ongoing criminal activity could be gleaned. Further, they managed to fi nd and then interview fi fty-two of the original delinquent sample. These cases were selected on the basis of their patterns of offending over the years, as indicated by the criminal records. The interviews were life history interviews to uncover key turning points in their lives and to fi nd out about their experiences. This is an extremely unusual example of a longitudinal study that contains planned elements (the original wave of data collection, followed by the ones eleven and eighteen years later) and an unplanned element conducted by Laub and Sampson many years later.Research in focus 3.14A case studyHoldaway (1982, 1983) was a police offi cer who was also conducting doctoral research on his own police service, which was located in a city. His main research method was ethnography, whereby he was a participant observer who observed interaction, listened to conversations, examined documents, and wrote up his impressions and experiences in fi eld notes. Holdaway’s superiors did not know that he was conducting research on his own force, so that he was a covert researcher. This is a controversial method on ethical grounds (see Chapters 6 and 19). Holdaway’s research provides insights into the nature of police work and the occupational culture with which offi cers surround themselves.9780199588053_C03.indd 67 10/20/11 10:01 AMResearch designs68identifi cation is not appropriate. It is certainly true that exponents of the case study design often favour qualitative methods, such as participant observation and unstructured interviewing, because these methods are viewed as particularly helpful in the generation of an intensive, detailed examination of a case. However, case studies are frequently sites for the employment of both quantitative and qualitative research, an approach that will receive attention in Chapter 27. Indeed, in some in-stances, when an investigation is based exclusively upon quantitative research, it can be diffi cult to determine whether it is better described as a case study or as a cross-sectional research design. The same point can often be made about case studies based upon qualitative research.As an illustration of the diffi culties of writing about case studies, consider the study described in Thinking deeply 3.3. Ostensibly, it is similar to Beardsworth and Keil’s (1992) study of vegetarians, in that it is a piece Similarly, Powell and Butterfi eld (1997) present a quantitative analysis of promotion decisions in a US gov-ernment department. They were concerned to investigate how far race had an impact on promotions within the department. The researchers found that race did not have a direct effect on promotion, but it did have an indir-ect effect. This occurred because race had an impact on two variables—whether the applicant was employed in the hiring department and the number of years of work of qualitative research within a cross-sectional design framework (see Research in focus 3.9). However, it has been described as providing ‘case-study evidence’ by Davies et al. (1994: 157), presumably on the grounds that the fi eldwork was undertaken in a single location. I would prefer to reserve the term ‘case study’ for those instances where the ‘case’ is the focus of interest in its own right. The study in Thinking deeply 3.3 is no more a case study of Kidderminster than Beardsworth and Keil’s (1992) research is based on a case study of the East Midlands. McKee and Bell’s (1985) research is concerned with the experience of unemployment among the forty-fi ve couples whom theyinterviewed. It is not concerned with Kidderminster as such. The town provides a kind of backdrop to the fi ndings rather than a focus of interest in its own right. The crucial point is that Kidderminster is not the unit of analysis; rather it is the sample that is the unit of analysis.experience—which in turn affected promotion. The im-pact of race on these two variables was such that people of colour were disadvantaged with respect to promotion. Once again, we see here a study that has the hallmarks of both a cross-sectional design and a case study, but this time the research strategy was a quantitative one. As with the McKee and Bell (1985) research, it seems better to describe it as employing a cross-sectional design rather than a case study, because the case itself is not the Thinking deeply 3.3What is the unit of analysis?McKee and Bell (1985: 387) examined forty-fi ve couples in a single location (Kidderminster in the West Midlands) in order to examine ‘the impact of male unemployment on family and marital relations’. They describe their research instrument as an ‘unstructured, conversational interview style’. In most cases, husbands and wives were interviewed jointly. The interviews were very non-directive, allowing the couples considerable freedom to answer in their own terms and time. Their research focused on the range of problems faced by unemployed families, the processes by which they cope, and the variations in their experiences. Thus the focus was very much on the experience of unemployment from the perspective of the couples. The authors show, for example, that the impact of husbands’ unemployment on their wives is often far greater than is usually appreciated, since research frequently takes the unemployed person as the main hub of the enquiry. Couples often reported changes to the domestic division of labour, which in turn raised questions for them about images of masculinity and identity.Is this study a case study of unemployment in Kidderminster or is it better thought of as a cross-sectional design study of unemployed men and their wives? As I suggest in the text, it is not terribly helpful to think of it as a case study, because Kidderminster is not the unit of analysis. It is about the responses to unemployment among a sample of individuals; the fact that the interviewees were located in Kidderminster is not signifi cant to the research fi ndings. However, it is not always easy to distinguish whether an investigation is of one kind rather than another. As these refl ections imply, it is important to be clear in your own mind what your unit of analysis is.9780199588053_C03.indd 68 10/20/11 10:01 AMResearch designs 69apparent object of interest: it is little more than a location that forms a backdrop to the fi ndings.Similarly, I would tend to argue that the study of redundant steelworkers by Westergaard et al. (1989) is a case study of the effects of redundancy in which a quantitative research strategy was employed with clear indications of a cross-sectional design. With a case study, the case is an object of interest in its own right, and the researcher aims to provide an in-depth elucidation of it. Unless a distinction of this or some other kind is drawn, it becomes impossible to distinguish the case study as a special research design, because almost any kind of research can be construed as a case study: research based With experimental and cross-sectional designs, the typical orientation to the relationship between theory and research is a deductive one. The research design and the collection of data are guided by specifi c research questions that derive from theoretical concerns. However, when a qualitative research strategy is employed within a cross-sectional design, as in Beardsworth and Keil’s (1992) research, the approach tends to be inductive. In other words, whether a cross-sectional design is induc-tive or deductive tends to be affected by whether a quan-titative or a qualitative research strategy is employed. The same point can be made of case study research. When the predominant research strategy is qualitative, a case study tends to take an inductive approach to the relation-ship between theory and research; if a predomin antly quantitative strategy is taken, it tends to be deductive.Reliability, replicability, and validityThe question of how well the case study fares in the context of the research design criteria cited early on on a national, random sample of the population of Great Britain would have to be considered a case study of Great Britain! However, it also needs to be appreciated that, when specifi c research illustrations are examined, they can exhibit features of more than one research design. What distinguishes a case study is that the researcher is usually concerned to elucidate the unique features of the case. This is known as an idiographic approach. Research designs like the cross-sectional design are known as nomothetic, in that they are concerned with generating statements that apply regardless of time and place. However, an investigation may have elements of both (see Research in focus 3.15).in this chapter—measurement validity, internal validity, external validity, ecological validity, reliability, and repli-cability—depends in large part on how far the researcher feels that these are appropriate for the evaluation of case study research. Some writers on case study research, like Yin (2009), consider that they are appropriate criteria and suggest ways in which case study research can be developed to enhance its ability to meet the criteria; for others, like Stake (1995), they are barely mentioned, if at all. Writers on case study research whose point of orien-tation lies primarily with a qualitative research strategy tend to play down or ignore the salience of these factors, whereas those writers who have been strongly infl uenced by the quantitative research strategy tend to depict them as more signifi cant.However, one question on which a great deal of discus-sion has centred concerns the external validity or general-izability of case study research. How can a single case possibly be representative so that it might yield fi ndings that can be applied more generally to other cases? For Research in focus 3.15A cross-sectional design with case study elementsSometimes, an investigation may have both cross-sectional and case study elements. For example, Leonard (2004) was interested in the utility of the notion of social capital for research into neighbourhood formation. As such, she was interested in similar issues to the study in Research in focus 2.2. She conducted her study in a Catholic housing estate in West Belfast, where she carried out semi-structured interviews with 246 individuals living in 150 households. Her fi ndings relate to the relevance of the concept of social capital, so that the research design looks like a cross-sectional one. However, on certain occasions she draws attention to the uniqueness of Belfast with its history in recent times of confl ict and the search for political solutions to the problems there. At one point she writes: ‘In West Belfast, as the peace process develops, political leaders are charged with connecting informal community networks to more formal institutional networks’ (Leonard 2004: 939). As this comment implies, it is more or less impossible in a study like this to generate fi ndings concerning community formation without reference to the special characteristics of Belfast and its troubled history.9780199588053_C03.indd 69 10/20/11 10:01 AMResearch designs70example, how could the fi ndings from Holdaway’s (1982, 1983) research, referred to in Research in focus 3.14, be generalizable to all police services in Great Britain? The answer, of course, is that they cannot. It is important to appreciate that case study researchersdo not delude themselves that it is possible to identify typical cases that can be used to represent a certain class of objects, whether it is factories, mass-media reporting, police services, or communities. In other words, they do not think that a case study is a sample of one.Types of caseFollowing on from the issue of external validity, it is useful to consider a distinction between different types of case that is sometimes made by writers. Yin (2009) distinguishes fi ve types.• The critical case. Here the researcher has a well-developed theory, and a case is chosen on the grounds that it will allow a better understanding of the cir-cumstances in which the hypothesis will and will not hold. The study by Festinger et al. (1956) of a religious cult whose members believed that the end of the world was about to happen is an example. The fact that the event did not happen by the appointed day allowed the researchers to test the authors’ pro-positions about how people respond to thwarted expectations.• The extreme or unique case. The unique or extreme case is, as Yin observes, a common focus in clinical studies. Margaret Mead’s (1928) well-known study of growing up in Samoa seems to have been motivated by her belief that the country represented a unique case. She argued that, unlike most other societies, Samoan youth do not suffer a period of anxiety and stress in adolescence. The factors associated with this relatively trouble-free period in their lives were of interest to her, since they might contain lessons for Western youth. Fielding (1982) conducted research on the extreme right-wing organization the National Front. While the National Front was not unique on the British political scene, it was extremely prominent at the time of his research and was beginning to become an electoral force. As such, it held an intrinsic interest that made it essentially unique.• The representative or typical case. I prefer to call this an exemplifying case, because notions of representative-ness and typicality can sometimes lead to confusion. With this kind of case, ‘the objective is to capture the circumstances and conditions of an everyday or commonplace situation’ (Yin 2009: 48). Thus a case may be chosen because it exemplifi es a broader cat-egory of which it is a member. The notion of exemplifi -cation implies that cases are often chosen not because they are extreme or unusual in some way but because either they epitomize a broader category of cases or they will provide a suitable context for certain research questions to be answered. An illustration of the fi rst kind of situation is Lynd and Lynd’s (1929, 1937) classic community study of Muncie, Indiana, in the USA, which they dubbed ‘Middletown’ precisely because it seemed to typify American life at the time. The second rationale for selecting exemplifying cases is that they allow the researcher to examine key social processes. For example, a researcher may seek access to an organization because it is known to have imple-mented a new technology and he or she wants to know what the impact of that new technology has been. The researcher may have been infl uenced by various theories about the relationship between tech-nology and work and by the considerable research literature on the topic, and as a result seeks to exam-ine the implications of some of these theoretical and empirical deliberations in a particular research site. The case merely provides an apt context for the working-through of these research questions. To take a concrete example, Russell and Tyler’s (2002) study of one store in the ‘Girl Heaven’ UK chain of retail stores for 3–13-year-old girls does not appear to have been motivated by the store being critical, unique, or by it providing a context that had never before been studied, but was to do with the capacity of the re-search site to illuminate the links between gender and consumption and the commodifi cation of childhood in modern society.• The revelatory case. The basis for the revelatory case exists ‘when an investigator has an opportunity to observe and analyse a phenomenon previously inaccessible to scientifi c investigation’ (Yin 2009: 48). As examples, Yin cites Whyte’s (1955) study of Cornerville, and Liebow’s (1967) research on unem-ployed blacks.• The longitudinal case. Yin suggests that a case may be chosen because it affords the opportunity to be inves-tigated at two or more junctures. However, many case studies comprise a longitudinal element, so that it is more likely that a case will be chosen both because it is appropriate to the research questions on one of the other four grounds and also because it can be studied over time.9780199588053_C03.indd 70 10/20/11 10:01 AMResearch designs 71Any case study can involve a combination of these elements, which can best be viewed as rationales for choosing particular cases. For example, Margaret Mead’s (1928) classic study of growing up in Samoa has been depicted above as an extreme case, but it also has ele-ments of a critical case because she felt that it had the potential to demonstrate that young people’s re-sponses to entering their teenage years are not deter-mined by nature alone. Instead, she used growing up in Samoa as a critical case to demonstrate that culture has an important role in the development of humans, thus enabling her to cast doubt on notions of biological determinism.It may be that it is only at a very late stage that the singularity and signifi cance of the case becomes appar-ent (Radley and Chamberlain 2001). Flyvbjerg (2003) provides an example of this. He shows how he undertook a study of urban politics and planning in Aalborg in Denmark, thinking it was a critical case. After conducting his fi eldwork for a while, he found that it was in fact an extreme case. He writes as follows:that the evidence they present is limited because it has restricted external validity by arguing that it is not the purpose of this research design to generalize to other cases or to populations beyond the case. This position is very different from that taken by practitioners of survey research. Survey researchers are invariably concerned to be able to generalize their fi ndings to larger populations and frequently use random sampling to enhance the representativeness of the samples on which they conduct their investigations and therefore the external validity of their fi ndings. Case study researchers argue strenuously that this is not the purpose of their craft.Case study as intensive analysisInstead, case study researchers tend to argue that they aim to generate an intensive examination of a single case, in relation to which they then engage in a theoretical analysis. The central issue of concern is the quality of the theoretical reasoning in which the case study researcher engages. How well do the data support the theoretical arguments that are generated? Is the theoretical analysis incisive? For example, does it demonstrate connections between different conceptual ideas that are developed out of the data? The crucial question is not whether the fi ndings can be generalized to a wider universe but how well the researcher generates theory out of the fi ndings. This view of generalization is called ‘analytic generaliza-tion’ by Yin (2009) and ‘theoretical generalization’ by J. C. Mitchell (1983). Such a view places case study re-search fi rmly in the inductive tradition of the relation-ship between theory and research. However, a case study design is not necessarily associated with an inductive approach, as can be seen in the research by Adler and Adler (1985), which was referred to in Chapter 2. Thus, case studies can be associated with both theory genera-tion and theory testing. Further, as M. Williams (2000) has argued, case study researchers are often in a position to generalize by drawing on fi ndingsfrom comparable cases investigated by others. This issue will be returned to in Chapter 18.Longitudinal research and the case studyCase study research frequently includes a longitudinal element. The researcher is often a participant of an organ-ization or member of a community for many months or years. Alternatively, he or she may conduct interviews with individuals over a lengthy period. Moreover, the re-searcher may be able to inject an additional longitudinal element by analysing archival information and by retro-spective interviewing. Research in focus 3.16 provides an illustration of such research.Initially, I conceived of Aalborg as a ‘most likely’ critical case in the following manner: if rationality and urban planning were weak in the face of power in Aalborg, then, most likely, they would be weak anywhere, at least in Denmark, because in Aalborg the rational paradigm of planning stood stronger than anywhere else. Eventually, I realized that this logic was fl awed, because my research [on] local relations of power showed that one of the most infl uential ‘faces of power’ in Aalborg, the Chamber of Industry and Commerce, was substantially stronger than their equivalents elsewhere. Therefore, instead of a critical case, unwittingly I ended up with an extreme case in the sense that both rationality and power were unusually strong in Aalborg, and my case study became a study of what happens when strong rationality meets strong power in the area of urban politics and planning. But this selection of Aalborg as an extreme case happened to me, I did not deliberately choose it. (Flyvbjerg 2003: 426)Thus, we may not always appreciate the nature and sig-nifi cance of a ‘case’ until we have subjected it to detailed scrutiny.One of the standard criticisms of the case study is that fi ndings deriving from it cannot be generalized. Exponents of case study research counter suggestions 9780199588053_C03.indd 71 10/20/11 10:01 AMResearch designs72Another way in which a longitudinal element occurs is when a case that has been studied is returned to at a later stage. A particularly interesting instance of this is the Middletown study that was mentioned previously. The town was originally studied by Lynd and Lynd in 1924–5 (Lynd and Lynd 1929) and was restudied to discern trends and changes in 1935 (Lynd and Lynd 1937). In 1977 the community was restudied yet again (Bahr et al. 1983), using the same research instruments but with minor changes. Burgess (1987) was similarly concerned with continuity and change at the comprehensive school he had studied in the early 1970s (Burgess 1983) when he re-turned to study it ten years later. However, as he observes, it is diffi cult for the researcher to establish how far change is the result of real differences over the two time periods or of other factors, such as different people at the school, different educational issues between the two time peri-ods, and the possible infl uence of the initial study itself.Comparative designIt is worth distinguishing one further kind of design: comparative design. Put simply, this design entails study-ing two contrasting cases using more or less identical methods. It embodies the logic of comparison, in that it implies that we can understand social phenomena better when they are compared in relation to two or more meaningfully contrasting cases or situations. The com-parative design may be realized in the context of either quantitative or qualitative research. Within the former, the data-collection strategy will take the form outlined in Figure 3.5. This fi gure implies that there are at least two cases (which may be organizations, nations, communities, police forces, etc.) and that data are collected from each, usually within a cross-sectional design format.One of the more obvious forms of such research is in cross-cultural or cross-national research. In a useful defi -nition, Hantrais (1996) has suggested that such research occursResearch in focus 3.16A case study of ICIPettigrew (1985) conducted research into the use of organizational development expertise at Imperial Chemical Industries (ICI). The fi eldwork was conducted between 1975 and 1983. He carried out ‘long semistructured interviews’ in 1975–7 and again in 1980–3. During the period of the fi eldwork he also had fairly regular contact with members of the organization. He writes: ‘The continuous real-time data collection was enriched by retrospective interviewing and archival analysis . . .’ (Pettigrew 1985: 40).Figure 3.5Figure 3.5A comparative designCase 1T1Obs1Obs2Obs3Obs4Obs5. . .ObsnCase nObs1Obs2Obs3Obs4Obs5. . .Obsnwhen individuals or teams set out to examine particular issues or phenomena in two or more countries with the express intention of comparing their manifestations in different socio-cultural settings (institutions, customs, traditions, value systems, life styles, language, thought patterns), using the same research instruments either to carry out secondary analysis of national data or to conduct new empirical work. The aim may be to seek explanations for similarities and differences or to gain a greater awareness and a deeper understanding of social reality in different national contexts.9780199588053_C03.indd 72 10/20/11 10:01 AMResearch designs 73The research by Kelley and De Graaf (1997), referred to in Research in focus 2.4, is an illustration of cross-cultural research that entails a secondary analysis of survey evidence collected in fi fteen nations. A further example is Gallie’s (1978) survey research on the impact of advanced automation on comparable samples of indus-trial workers in both England and France. Gallie was able to show that national traditions of industrial rela-tions were more important than technology in explaining worker attitudes and management–worker relations, a fi nding that was important in terms of the technological determinism thesis that was still current at the time.Cross-cultural research is not without problems such as: managing and gaining the funding for such research (see Thinking deeply 3.4); ensuring, when existing data, such as offi cial statistics or survey evidence, are submitted to a secondary analysis, that the data are comparable in terms of categories and data-collection methods; ensur-ing, when new data are being collected, that the need to translate data-collection instruments (for example, interview schedules) does not undermine genuine com-parability; and ensuring that samples of respondents or organizations are equivalent. This last problem raises the further diffi culty that, even when translation is carried Thinking deeply 3.4Forms of cross-cultural researchAs its name implies, cross-cultural research entails the collection and/or analysis of data from two or more nations. Possible models for the conduct of cross-cultural research are as follows.1. A researcher, perhaps in conjunction with a research team, collects data in a number of countries. Gallie’s (1978) research on the impact of advanced automation on industrial workers is an illustration of this model, in that he took comparable samples of industrial workers from two oil refi neries in both England and France.2. A central organization coordinates a portion of the work of national organizations. The article by Kelley and De Graaf (1997) that is cited in this chapter provides an example of this model.3. A secondary analysis is carried out of data that are comparable, but where the coordination of their collection is limited or non-existent. This kind of cross-cultural analysis might occur if researchers seek to ask survey questions in their own country that have been asked in another country. The ensuing data may then be analysed cross-culturally. A further form of this model is through the secondary analysis of offi cially collecteddata, such as unemployment statistics. Wall’s (1989) analysis of the living arrangements of the elderly in eighteen European countries is an example of such research. The research uncovered considerable diversity in terms of such factors as whether the elderly lived alone and whether they were in institutional care. However, this approach is beset with problems associated with the defi ciencies of many forms of offi cial statistics (see Chapter 14) and problems of cross-national variations in offi cial defi nitions and collection procedures.4. Teams of researchers in participating nations are recruited by a person or body that coordinates the programme, or alternatively researchers in different countries with common interests make contact and coordinate their investigations. Each researcher or group of researchers has the responsibility of conducting the investigation in his/her/their own country. The work is coordinated in order to ensure comparability of research questions, of survey questions, and of procedures for administering the research instruments (e.g. Crompton and Birkelund 2000). This model differs from (2) above in that it usually entails a specifi c focus on certain research questions. An example can be found in Research in focus 27.7.5. Although not genuinely cross-cultural research in the sense of a coordinated project across nations, another form can occur when a researcher compares what is known in one country with new research in another country. For example, Richard Wright, a US criminologist who has carried out a considerable amount of research into street robberies in his own country, was interested in how far fi ndings relating to this crime would be similar in the UK. In particular, US research highlighted the role of street culture in the motivation to engage in such robbery. He was involved in a project that entailed semi-structured interviews with imprisoned street robbers in south-west England (Wright et al. 2006). In fact, the researchers found that street culture played an important role in the UK context in a similar way to that in the USA.9780199588053_C03.indd 73 10/20/11 10:01 AMResearch designs74out competently, there is still the potential problem of an insensitivity to specifi c national and cultural contexts. On the other hand, cross-cultural research helps to re-duce the risk of failing to appreciate that social science fi ndings are often, if not invariably, culturally specifi c. For example, Crompton and Birkelund (2000) conducted research using semi-structured interviewing with com-parable samples of male and female bank managers in Norway and Britain. They found that, in spite of more family-friendly policies in Norway, bank managers in both countries struggle to manage career and domestic life. It might have been assumed that countries with greater attachment to such policies would ease these pressures, but comparative, cross-cultural research of this kind shows how easy it is to make such an erroneous inference.Comparative research should not be treated as solely concerned with comparisons between nations. The logic of comparison can be applied to a variety of situations. The Social Change and Economic Life Initiative, referred to in Research in focus 7.1, entailed identical studies (mainly involving survey research) in six contrasting labour markets, which were chosen to refl ect different patterns of economic change in the early to mid-1980s and in the then recent past. By choosing meaningful contrasts, the signifi cance of the different patterns for a variety of experiences of both employers and employees could be portrayed. Such designs are not without prob-lems: the differences that are observed between the contrasting cases may not be due exclusively to the dis-tinguishing features of the cases. Thus, some caution is necessary when explaining contrasts between cases in terms of differences between them.In terms of issues of reliability, validity, replicability, and generalizability, the comparative study is no different from the cross-sectional design. The comparative design is essentially two or more cross-sectional studies carried out at more or less the same point in time.The comparative design can also be applied in relation to a qualitative research strategy. When this occurs, it takes the form of a multiple-case study (see Research in focus 3.17). In recent years, a number of writers have argued for a greater use of case study research that entails the investigation of more than one case. Indeed, in certain social science fi elds, like organization studies, this has become a common research design in its own right. Essentially, a multiple-case (or multi-case) study occurs whenever the number of cases examined exceeds one. The main argument in favour of the multiple-case study is that it improves theory building. By comparing two or more cases, the researcher is in a better position to establish the circumstances in which a theory will or will not hold (Eisenhardt 1989; Yin 2009). Moreover, the comparison may itself suggest concepts that are relevant to an emerging theory.Related to this point is the fact that there is a growing awareness that the case study and the multiple-case study in particular may play a crucial role in relation to the understanding of causality. However, this awareness refl ects a different notion of causality from that outlined earlier in this chapter. In the discussion of independent and dependent variables above, the underlying percep-tion of cause and effect is indicative of what is often re-ferred to as a ‘successionist’ understanding of causation. As the term ‘successionist’ implies, the idea of causality entails an effect following on from (that is, succeeding) an independent variable that precedes it. Critical realism (see Key concept 2.3) operates with a different under-standing of causation, which is to seek out generative mechanisms that are responsible for observed regularit-ies in the social world and how they operate in particu-lar contexts. Case studies are perceived by writers of a critical realist persuasion to have an important role for research within this tradition, because the intensive nature of most case studies enhances the researcher’s sensitivity to the factors that lie behind the operation of observed patterns within a specifi c context (Ackroyd 2009). The multiple-case study offers an even greater opportunity, because the researcher will be in a position to examine the operation of generative causal mechan-isms in contrasting or similar contexts. Thus, Delbridge’s (2004) ethnographic study of two ‘high-performance’ companies in south Wales was able to identify in both fi rms patterns of resistance and independence that persisted in spite of management efforts to intensify work and to minimize slack in the production process. However, the extent to which informal organization and subversion were found to operate differed considerably between the two fi rms, and important to this variation was the quality of the relationships between the workers themselves. This represents the causal mechanism pro-ducing the variation in resistance between the two fac-tories. The crucial contextual factor was the operation of a blame culture in one of the fi rms (a Japanese-owned company), whereby any mistake had to be attributed to an individual, which had implications for the quality of relationships among the operatives because of the disputes and disagreements that ensued. Consequently, through the use of a multiple-case study, Delbridge was able to show how variation in informal organization and resistance (an observed regularity) could be understood through its generative causal mechanism (the quality of worker relationships) and through the signifi cance of context (the presence or otherwise of a blame culture).9780199588053_C03.indd 74 10/20/11group compiled two separate questionnaires that differed in terms of question structure and wording. Respondents were asked how they would vote in a referendum on Scottish independence. The aim was to determine the effect upon the respondents’ vote by varying the number of options available to them. The effect of emotive language upon voter response was also examined by varying question wording between the questionnaires.Cornelius GrebeCornelius did a Ph.D. in Social Policy and Administration at the University of Nottingham. His thesis used qualitative research to analyse German reconciliation of paid employment and care work policy. Cornelius combined a contextual social constructionist paradigm of enquiry with a feminist point of view analysing parental leave, childcare, anti-discrimination, and working-time policies. He was interested in how policy ‘solutions’ shape our under-standing of the social ‘problem’ of the incompatibility of paid employment and care work. Cornelius employed documentary analysis concentrating on enacted and proposed legislation.Amy KnightAmy Knight graduated from the University of Portsmouth in 2010 with an Upper Second Class in Politics and Sociology. In her third year Amy completed primary research concerning the recycling patterns of males and females. The main objective of Amy’s research project was to identify gender differences regarding individuals’ recycling habits and understand the reasons why differences occur. Amy designed and completed inter-views and questionnaires, collecting both qualitative and quantitative data. The data was inputted and predominantly analysed using SPSS. ‘Open-ended’ questions from the interview were assessed independently.Sarah HansonIn 2006 Sarah completed a three-year BA Honours degree in English and Sociology at the University of Derby. In her fi nal year Sarah focused her dissertation on the sociological 9780199588053_A01.indd xxvi 10/20/11 4:25 PMIntroducing the students xxviiimpact of women’s magazines, through a combination of contextual and coded analysis. By using a system of content analysis that was fair and unbiased, Sarah was able to discover other meanings behind the structure of the magazines’ front covers. Well-documented theories of feminism and the construction of gender and stereotypes allowed Sarah to decode the results, and she was thus able to break down the magazine covers to disclose their true meaning.Sophie MasonSophie Mason studied at the University of East Anglia undertaking a three-year course for a BA in Society, Culture and Media. In 2005–6 she carried out a research project, which formed an integral part of her course. Her project was based on the views and experiences of students at the University of East Anglia. The project involved both qualitative and quan-titative research on an individual and group scale, which required excellent organizational skills. Sophie felt it was important to consider the views of students from all demographics in order to gain a reliable understanding of individuals’ university experiences. The project spanned three months from initial proposal to completion.William J. MasonWilliam J. Mason began his undergraduate studies in sociology at the University of Sheffi eld in 2005. During his fi nal year he secured funding to continue onto postgraduate study via the 1+3 ESRC quota studentship award. He then completed a Master’s degree in Sociological Research Methods and graduated with a 2:1. He is currently in the second year of his Ph.D. William’s doctoral research focuses on young people’s risk behaviours and resilience thereof. These topics are considered with reference to concepts of ethnicity, interaction, and identity. Here an ethnographic approach is employed in order to generate data that refl ect the mundane experiences of youth workers and young people within two areas of an industrial city in the north of England. This is a voice that has been largely neglected within previous research concerning the areas in question. Information of this nature will highlight the role/impact of community-led organizations in terms of providing a protective environment for young people, alongside considering the conceptualization of, and motivations underlying, risk taking, thus contributing to sociological understand-ings of risk, ethnicity, identity, and health.Gareth MatthewsGareth completed a BA in Sociology at the University of Nottingham in 2002, and then went on to complete an MA in Research Methods. Over this time he developed an interest in industrial sociology and, more specifi cally, Marxist approaches to labour process ana-lysis, both of which stemmed from his personal experience in a variety of work settings. At present he is writing a thesis on the employment of migrant workers in the UK’s hospitality industry, drawing on data from in-depth interviews held with employers and managers of hotels, bars, and restaurants in the Brighton and Hove area. The research seeks to chal-lenge many of the connections that have recently been forged between the theoretical, ana-lytical, and methodological approach to the study of the labour process, with a particular emphasis on the potential role of economic-geographical perspectives in reasserting the notion of ‘place’ into a revitalized empirical agenda.Alice PalmerAlice graduated with First Class Honours from the University of Sheffi eld in 2009. Alice studied Sociology and continued to complete a Masters in International Childhood Studies with Distinction. Alice’s research topics include the changing role of stay-at-home mothers, young people’s understanding of their rights under the United Nations Convention on the 9780199588053_A01.indd xxvii 10/20/11 4:25 PMIntroducing the studentsxxviiiRights of the Child, and children’s embodied experiences. Alice has worked as a researcher for the Policy Evaluation Group and is currently studying for a Ph.D. funded by the Uni-versity of Sheffi eld. Alice’s research methods refl ect her feminist political stance and belief in creating reciprocal relationships between researcher and subject. Research methods used in studies so far include in-depth unstructured and semi-structured interviews, and focus groups.Isabella RobbinsIsabella embarked on her fi rst degree following the birth of her third child, and a twenty-fi ve-year career as a professional nurse. She studied Sociology in order to help her make sense of her world. Having obtained a BA Hons in Sociology at the University of Nottingham, she took up an ESRC 1+3 studentship at the University of Nottingham. Her research inter-est concerns contemporary motherhood and the particular issue of how mothers account for their vaccination decisions. Her interest in this stems from her own experience of motherhood and the inherent contradictions and challenges of mothering. In order to explore this issue, she undertook a qualitative research study. She has just submitted her Ph.D. thesis.Erin SandersErin recently completed her M.Sc. in gender and politics at Birkbeck College, University of London. She became interested in how women were affected by development politics, and began investigating how sex workers were impacted by policies implemented in various developing countries. Her thesis research project focused on Thai NGOs that were working with female sex workers, investigating to what extent the organizations were representing women’s interests. Her study was qualitative and incorporated feminist methodologies; semi-structured interviews were carried out with NGO representatives and sex workers in Bangkok and Chiang Mai. Erin is now working on her Ph.D. at the University of Nottingham, exploring female tourism in Thailand.Jack SayersJack Sayers is a student at the University of East Anglia, Norwich, where he is studying Philosophy and Politics BA. In his second year of the programme he studied the unit Methods10:01 AMResearch designs 75However, not all writers are convinced about the merits of multiple-case study research. Dyer and Wilkins (1991), for example, argue that a multiple-case study approach tends to mean that the researcher pays less attention to the specifi c context and more to the ways in which the cases can be contrasted. Moreover, the need to forge comparisons tends to mean that the researcher needs to develop an explicit focus at the outset, whereas critics of the multiple-case study argue that it may be advantageous to adopt a more open-ended approach in many instances. These concerns about retaining con-textual insight and a rather more unstructured research Research in focus 3.17 describes one approach to se-lecting cases for a multiple-case study. In this illustration, cases were selected on the basis that they represented extreme types—namely, successful and unsuccessful fi rms, and their operation in certain commercial sectors. Research in focus 3.18 provides another example. In this second example, cases were selected on the basis of quantitative indicators of economic deprivation. For ex-ample, both the economically deprived areas in Edinburgh approach are very much associated with the goals of the qualitative research strategy (see Chapter 17).The key to the comparative design is its ability to allow the distinguishing characteristics of two or more cases to act as a springboard for theoretical refl ections about contrasting fi ndings. It is something of a hybrid, in that in quantitative research it is frequently an extension of a cross-sectional design and in qualitative research it is frequently an extension of a case study design. It even exhibits certain features that are similar to experiments and quasi-experiments, which also rely on the capacity to forge a comparison.and Glasgow were in the top 5 per cent of deprived areas in Scotland. With case selection approaches such as these, the fi ndings that are common to the cases can be just as interesting and important as th ose that differenti-ate them. It is also worth pointing out that, although Research in focus 3.17 and 3.18 both used a comparative design using a multiple-case study approach, the former employed a predominantly qualitative research strategy, whereas the latter used a predominantly quantitative one.Research in focus 3.17A multiple-case study of British companiesIn their study of the factors that contribute to competitive success among large British companies, Pettigrew and Whipp (1991) adopted a multiple-case study approach. They examined eight companies, which were made up of a successful and an unsuccessful company in each of three commercial sectors (automobile manufacturing; merchant banking; and book publishing). An additional company drawn from life insurance was also included in the sample. By strategically choosing companies in this way, they could establish the common and differentiating factors that lay behind the successful management of change.Research in focus 3.18A multiple-case study of Scottish neighbourhoodsAtkinson and Kintrea (2001) were interested in the implications of what are known as area effects. Area effects, as their name implies, are to do with the implications of living or working in an area for life chances and attitudes. The issue with which these authors were concerned was to do with the implications of area effects for the experience of poverty among those who are economically deprived. More specifi cally, is the experience of poverty worse if one lives in a poor area than if one lives in an economically mixed area? Are those who are economically disadvantaged more likely to experience social exclusion in one type of area rather than another (that is, economically deprived or mixed)? The researchers selected an economically disadvantaged area and an economically and socially mixed area in Glasgow for comparison. They selected a similar pair of areas in Edinburgh, thus allowing a further element of comparison because of the greater buoyancy of this city compared to Glasgow. Thus, four areas were selected altogether and samples in each were questioned using a survey instrument. The quantitative comparisons of the data led the researchers to conclude that, by and large, it is ‘worse to be poor in a poor area than one which is socially mixed’ (Atkinson and Kintrea 2001: 2295).9780199588053_C03.indd 75 10/20/11 10:01 AMResearch designs76Bringing research strategy and research design togetherTable 3.1Research strategy and research designResearch design Research strategyQuantitative QualitativeExperimental Typical form. Most researchers using an experimental design employ quantitative comparisons between experimental and control groups with regard to the dependent variable.Examples. Research in focus 3.2, 3.4.No typical form. However, Bryman (1988a: 151–2) notes a study in which qualitative data on schoolchildren were collected within a quasi-experimental research design.Cross-sectional Typical form. Survey research or structured observation on a sample at a single point in time. Content analysis on a sample of documents.Typical form. Qualitative interviews or focus groups at a single point in time. Qualitative content analysis of a set of documents relating to a single period.Examples. Research in focus 2.9, 3.8, 8.1, 8.4, 12.4, 13.2, 14.1.Examples. Research in focus 2.3, 2.9, 3.9, 20.4 (see also Table 1.1); Thinking deeply 3.3.Longitudinal Typical form. Survey research on a sample on more than one occasion, as in panel and cohort studies. Content analysis of documents relating to different time periods.Typical form. Ethnographic research over a long period, qualitative interviewing on more than one occasion, or qualitative content analysis of documents relating to different time periods.Examples. Research in focus 3.10, 3.11, 3.13. Such research warrants being dubbed longitudinal when there is a concern to map change.Examples. Research in focus 3.12, 17.4.Case study Typical form. Survey research on a single case with a view to revealing important features about its nature.Typical form. The intensive study by ethnography or qualitative interviewing of a single case, which may be an organization, life, family, or community.Examples. The choice by Goldthorpe et al. (1968) of Luton as a site for testing the thesis of embourgeoisement; the study by Westergaard et al. (1989) of the effects of redundancy at a Sheffi eld steel plant (Research in focus 7.2).Examples. Research in focus 2.6, 3.14, 19.1, 20.4.Comparative Typical form. Survey research in which there is a direct comparison between two or more cases, as in cross-cultural research.Typical form. Ethnographic or qualitative interview research on two or more cases.Examples. Research in focus 3.17, 3.18, 17.3.Examples. Research in focus 2.4; Gallie (1978).Finally, we can bring together the two research strategies covered in Chapter 2 with the research designs outlined in this chapter. Table 3.1 shows the typical form associated with each combination of research strategy and research design and a number of examples that either have been encountered so far or will be covered in later chapters. Table 3.1 refers also to research methods that will be encountered in later chapters but that have not been referred to so far. The Glossary will give you a quick reference to terms used that are not yet familiar to you. Strictly speaking, Table 3.1 should comprise a third col-umn for mixed methods research, as an approach that combines both quantitative and qualitative research. This has not been done, because the resulting table would be too complicated, since mixed methods research can entail the combined use of different research designs (for example, a cross-sectional design and a multiple-case study) as well as methods. However, the quantitativeof Social Research, in which he created his report. The group focused on student satisfac-tion with university accommodation—interviewing those staying in halls of residences to attain their results. Jack’s report focused on the services provided by the university, both within the halls of residences and within the university itself. He compared the satisfac-tion levels of male and female participants to fi nd out whether there was any deviation in their views.Alexandra SchererAlexandra is in the second year of her Ph.D. at the University of Surrey, currently collecting data through interviews with children in a London primary school. Alexandra’s research is concerned with minority children reading picture books. Prior to starting her ESRC-funded 1+3 studentship, Alexandra was a primary school teacher. She became fascinated by the deeper readings children made of picture books. Alexandra’s fi rst degree was in English Literature at Manchester University, where she also took a Masters in Children’s Literature and Illustration.Jonathan SmetherhamJonathan was awarded the John Westergaard Prize from the University of Sheffi eld in 2009 for his fi nal year dissertation in Sociological Studies (BA). The research was a seven-week 9780199588053_A01.indd xxviii 10/20/11 4:25 PMIntroducing the students xxixethnographic study in rural Guatemala, investigating the implications of Western develop-ment agendas for local populations and focusing on the role of non-governmental organ-izations. After graduation, Jonathan worked for the Offi ce for National Statistics, where his fi rst post involved coordinating government input into key longitudinal studies, providing support to the Virtual Microdata Laboratory, and facilitating the transition of the Secure Data Service. During this time he also completed an M.Sc. (part-time) in Social Research Methods with the Open University.Emma TaylorEmma Taylor is a student at the University of Strathclyde in Glasgow, where she is studying for a BA Honours degree in Politics. In her third year Emma participated in a ‘Research Methods for Political Scientists’ class, which involved research methods and group project work based around a contemporary social issue of the group’s choice. Being aware of the recent changes to licensing laws in Scotland, the group decided to develop a means of assessing both student and public attitudes towards these changes. The report focused on investigat-ing whether the Licensing (Scotland) Act 2005 [2009] would have a profound effect on individuals’ drinking behaviour, attitudes, and support for licensing laws in general. In order to assess these assumptions, Emma and her group developed a structured survey, which was distributed through face-to-face interviews and involved accidental sampling, after which the data were analysed using PASW. Moreover, in her Honours year Emma was required to submit a dissertation. As her interests involve British political behaviour and the salience of contemporary social and political issues, Emma decided to produce a quan-titative thesis. The aim of her study was to identify whether issue salience had affected electoral turnout in both the 2005 and 2010 British general elections. More specifi cally, Emma focused on the perceived importance of the Iraq war for 2005, and the fi nancial crisis for 2010, using data from the British Election Study.Lily TaylorLily Taylor completed her undergraduate degree in 2007 from the University of East Anglia, achieving a 2:1 in Society, Culture and Media. During her time studying Lily primarily directed her units towards those focused on social research. Lily’s quantitative research project explored areas surrounding academic life at the UEA and focused in depth on student debt. The research methodology consisted of a questionnaire with a mixture of open- and closed-ended questions, conducted in university accommodation and around campus, using a random sampling technique. Exploring factors such as gender differences, living arrangements, degree courses, and part-time jobs enabled Lily to distinguish groups of people who were more likely to come out of university in debt than others, and the degree to which they were worried about this.Joe ThomsonJoe Thomson studied at the University of East Anglia fo r a BA degree in Politics with Media. In his second year, Joe was encouraged to embark on a unit that would revolve around social research and individual project work based on the surrounding university environment. Like Jack Sayers, Joe’s project held the objective of trying to gauge and understand the perspectives of UEA students with regards to accommodation and campus facilities. His report focused upon a comparison of experiences between international and UK/EU students, which highlighted issues such as security, inter-fl at relationships, and services provided by the accommodation offi ce. In order to carry out his research, Joe used a questionnaire design, as well as a combination of sampling methods: stratifi ed random sampling and systematic probability sampling. Data gathered from interviews that could be coded was taken, analysed, and inputted, using the SPSS data program.9780199588053_A01.indd xxix 10/20/11 4:25 PMIntroducing the studentsxxxSamantha VandermarkSamantha graduated in 2010 with a First Class Honours in Sociology, Culture and Media from the University of Surrey. Her dissertation was an exploratory project focused on the government’s attempt to use advertising in order to raise awareness and prompt action on the prevention of childhood obesity. Samantha used focus groups of mothers belonging to various social groups in order to gauge an understanding of how social class, childhood experiences, and deep-rooted values infl uenced parental techniques with regards to food. Semiotic and discourse analyses of the advertising texts added an extra dimension to the research, enabling comparisons between government messaging and parental beliefs.Introducing the SupervisorsNine supervisors also provided helpful feedback to inform the Supervisor experience feature of the book. They kindly agreed to share their experiences of supervising students doing research projects, and I hope this will add an interesting new perspective for readers of the book. While they provided their feedback anonymously, I would like to acknowledge their affi liations, which were Aberystwyth University, Bangor University, Brunel University, University of Copenhagen, University of Leicester, University of Manchester, University of Portsmouth, University of Roehampton, and University of Sheffi eld.9780199588053_A01.indd xxx 10/20/11 4:26 PMGuide to the bookAbout the bookFocus of the bookThis book has been written with two groups of readers in mind. First, undergraduates in subjects such as socio-logy, social policy, human geography, and education who at some point in their degree take a course, and often more than one course, in the area of research methods. The book covers a wide range of research methods, approaches to research, and ways of carrying out data analysis, so it is likely to meet the needs of the vast majority of students in this position.The second group, which in most cases overlaps with the fi rst, comprises undergraduates and postgraduates who do a research project as part of the requirement for their degree programmes. This can take many forms, but one of the most common is that a small-scale research project is carried out and a dissertation based on the investigation is presented. In addition, students are often expected to carry out mini-projects in relation to certain modules. Chapter 4 has been written specifi cally for stu-dents doing research projects. This chapter thus builds on earlier discussion of research questions in Chapter 1, re-inforcing a topic that is central to the whole process of doing research. The accent inthe chapters in Parts Two and Three is on the practice of social research and as such these chapters will be extremely useful in helping students make informed decisions about doing their research. In addition, when each research method is examined, its uses and limitations are explored in order to help students to make these decisions. In Part Four, Chapter 29 provides advice on writing up research.In addition to providing students with practical advice on doing research, the book also explores the nature of social research. This means that it attends to issues relat-ing to fundamental concerns about what doing social research entails. For example:• Is a natural science model of the research process applicable to the study of society?• If not, why not?• Why do some people feel it is inappropriate to employ such a model?• If we do use a natural science model, does that mean that we are making certain assumptions about the nature of social reality?• Equally, do those writers and researchers who reject such a model have an alternative set of assumptions about the nature of social reality?• What kind or kinds of research fi ndings are regarded as legitimate and acceptable?• To what extent do values have an impact on the research process?• Should we worry about the feelings of people outside the research community concerning what we do to people during our investigations?These and many other issues impinge on research in a variety of ways and will be confronted at different stages throughout the book. While knowing how to do research—how best to design a questionnaire, how to observe, how to analyse documents, and so on—is crucial to an education in research methods, so too is a broad appreciation of the wider issues that impinge on the practice of social research. Thus, so far as I am concerned, the role of an education in research methods is not just to provide the skills that will allow you to do your own research, but also to provide you with the tools for a critical appreciation of how research is done and with what assumptions. One of the most important abilities that an understanding of research methods and methodology provides is an awareness of the need not to take evidence that you come across (in books, journals, and so on) for granted.Why use this book?There are likely to be two main circumstances in which this book is in your hands at the moment. One is that you have to study one or more modules in research methods for a degree in one of the social sciences or there are methodological components to one of your substantive modules (for example, a module in organizational beha-viour). The other is that you have to conduct an investi-gation in a social scientifi c fi eld, perhaps for a dissertation 9780199588053_A01.indd xxxi 10/20/11 4:26 PMGuide to the bookxxxiior project report, and you need some guidelines about how to approach your study. It may be that you are wondering why you need to study research methods as a fi eld and why people like the author of this book do social research at all.Why is it important to study methods?To some students, there does not seem a great deal of point to studying research methods. They might take the view that, if they have to conduct an investigation, why not adopt a ‘need to know’ approach? In other words, why not just look into how to do your research when you are on the verge of carrying out your investigation? Quite aside from the fact that this is an extremely risky strategy, it neglects the opportunities that a training in research methods offers. In particular, you need to bear in mind the following:• A training in research methods sensitizes you to the choices that are available to social researchers. In other words, it makes you aware of the range of research methods that can be employed to collect data and the variety of approaches to the analysis of data. Such an awareness will help you to make the most appropriate choices for your project, since you need to be aware of when it is appropriate or inappropriate to employ particular techniques of data collection and analysis.• A training in research methods provides you with an awareness of the ‘dos’ and ‘don’ts’ when employing a particular approach to collecting or analysing data. Thus, once you have made your choice of research method (for example, a questionnaire), you need to be aware of the practices you should follow in order to implement that method properly. You also need to be aware of the many pitfalls to be avoided.• A training in research methods provides you with insights into the overall research process. It provides a general vantage point for understanding how research is done. As such, it illuminates the various stages of research, so that you can plan your research and think about such issues as how your research methods will connect with your research questions.• A training in research methods provides you with an awareness of what constitutes good and poor re-search. It therefore provides a platform for developing a critical awareness of the limits and limitations of research that you read. This can be helpful in provid-ing a critical reading of research that you encounter for substantive modules in fi elds such as the sociology of work or the sociology of consumption.• The skills that a training in research methods imparts are transferable ones. Knowing about how to sample, how to design a questionnaire, how to conduct semi-structured interviewing or focus groups and so on are skills that are relevant to research in other spheres (such as fi rms, public sector organizations, and so on).• Studying research methods by using this book exposes you to a multitude of examples from real-life research. I have always learned a lot by reading research and fi nding out how others have carried out research and what lessons they seem to have learned. In view of this, the book is full of examples. I have tried to illus-trate most of the major points with an example and often more than one. Most of my examples derive from published research, and it is clearly the case that you will fi nd it diffi cult to generate research of an equivalent level because of your limited resources, time, and experience. On the other hand, you can get close, and it is important to learn about the bench-marks that good practice in published work provide. In your own research, it may be that, to use a well-known term devised by Herbert Simon (1960), you will need to satisfi ce. (Simon devised this term to forge a contrast with the model of rational decision-making that was pervasive in economics. He argued that, when working in organizations, people satisfi ce when they make decisions rather than fi nd the most appro-priate means to achieve given ends. Satisfi cing means that the search for an appropriate course of action is governed by the principle of looking for what is satisfactory, rather than for what is optimal.) The im-portant issue is to know in what ways you are needing to satisfi ce and what the implications are of doing so.Thus, I feel that a training in research methods has much to offer and that readers of this book will recognize the opportunities and advantages that it provides.Erin Sanders, one of the students who have contrib-uted to this book, herself expresses the usefulness of a knowledge of research methods for a student embarking on a research project:I think students often read a good deal around their subject and have a working knowledge of the literature about their topic—but rarely read about methods and methodologies. Knowing about research methods is incredibly helpful when conducting research, and too often it is left out of the research process.9780199588053_A01.indd xxxii 10/20/11 4:26 PMGuide to the book xxxiiiStructure of the bookSocial research has many different traditions, oneof the most fundamental of which is the distinction between quantitative and qualitative research. This distinction lies behind the structure of the book and the way in which issues and methods are approached.The book is divided into four parts.Part One comprises six scene-setting chapters. It deals with basic ideas about the nature of social research.• Chapter 1 is concerned to outline some of the main stages that arise in the course of doing most kinds of social research. It also aims to explore some of the ways in which social research is located in a wider context in which a variety of factors infl uence why social re-search is done in particular ways. Most of the topics and areas covered in this chapter are addressed in much greater detail in later chapters. The goal of the chapter is to provide insights into some of the ground-work associated with thinking about social research methods and their practice.• Chapter 2 examines such issues as the nature of the relationship between theory and research and the degree to which a natural science approach is an appropriate framework for the study of society. It is here that the distinction between quantitative and qualitative research is fi rst encountered. They are presented as different research strategies with differ-ent ways of conceptualizing how people and society should be studied. It is also shown that there is more to the distinction between them than whether an investigation includes the collection of quantitative data.• In Chapter 3, the idea of a research design is intro-duced. This chapter allows an introduction to the basic frameworks within which social research is carried out, such as social survey research, case study research, and experimental research. These three chapters provide the basic building blocks for the rest of the book.• Chapter 4 takes you through the mains steps that are involved in planning and designing a research project and offers advice on how to manage this process. It also includes a discussion of research questions—what they are, why they are important, and how they come to be formulated.• Chapter 5 is designed to help you to get started on your research project by introducing the main steps in conducting a critical review of the literature.• Chapter 6 considers the ways in which ethical issues impinge on researchers and the kinds of principles that are involved.Part Two contains ten chapters concerned with quantita-tive research.• Chapter 7 explores the nature of quantitative research and as such provides a context for the later chapters. The next four chapters are largely concerned with aspects of social survey research.• Chapter 8 deals with sampling issues—how to select a sample and the considerations that are involved in assessing what can be inferred from different kinds of sample. It also contains at the beginning an introduc-tion to survey research that acts as a backdrop to the discussion of sampling and to the subject matter of the following three chapters.• Chapter 9 is concerned with the kind of interviewing that takes place in survey research—that is, structured interviewing.• Chapter 10 covers the design of questionnaires. This involves a discussion of how to devise self-completion questionnaires, such as postal questionnaires.• Chapter 11 examines the issue of how to ask questions for questionnaires and structured interviews.• Chapter 12 covers structured observation, which is a method that has been developed for the systematic observation of behaviour.• Chapter 13 presents content analysis, a method that provides a rigorous framework for the analysis of a wide range of documents.• Chapter 14 deals with the analysis of data collected by other researchers and by offi cial bodies. The emphasis then switches to the ways in which we can analyse quantitative data.• Chapter 15 presents a range of basic tools for the analysis of quantitative data. The approach taken is non-technical. The emphasis is upon how to choose a method of analysis and how to interpret the fi ndings. No formulae are presented.• Chapter 16 shows you how to use computer software—in the form of SPSS, the most widely used software for analysing quantitative data—in order to imple-ment the techniques you learned in Chapter 15.Part Three contains nine chapters on aspects of qualita-tive research.• Chapter 17 has the same role in relation to Part Three as Chapter 7 has in relation to Part Two. It provides 9780199588053_A01.indd xxxiii 10/20/11 4:26 PMGuide to the bookxxxivan overview of the nature of qualitative research and as such provides the context for the other chapters in this part.• Chapter 18 examines the main sampling strategies employed in qualitative research. Just like quantita-tive researchers, qualitative researchers typically have to sample research participants, documents, or what-ever the unit of analysis is. As will be seen, the sam-pling principles involved are clearly different from those usually employed by quantitative researchers.• Chapter 19 is concerned with ethnography and par-ticipant observation, which is the source of some of the most well-known studies in social research. The two terms are often used interchangeably and refer to the immersion of the researcher in a social setting.• Chapter 20 deals with the kinds of interview that quali-tative researchers conduct, which is typically semi-structured interviewing or unstructured interviewing.• Chapter 21 explores the focus group method, whereby groups of individuals are interviewed on a specifi c topic.• Chapter 22 examines two ways in which qualitative researchers analyse language: conversation analysis and discourse analysis.• Chapter 23 deals with the examination of documents in qualitative research. The emphasis then shifts to the analysis of qualitative data.• Chapter 24 explores some approaches to the analysis of qualitative data.• Chapter 25 shows you how to use computer soft-ware—a relatively new development in qualitative research—to assist with your analysis.It is striking that certain issues recur across Parts Two and Three: interviewing, observation, documents, and data analysis. However, as you will see, quantitative and qualitative research constitute contrasting approaches to such activities.Part Four contains chapters that go beyond the quantita-tive/qualitative research contrast.• Chapter 26 deals with some of the ways in which the distinction between quantitative and qualitative research is less fi xed than is sometimes supposed.• Chapter 27 presents some ways in which quantitative and qualitative research can be combined to produce what is referred to as mixed methods research.• Chapter 28 is concerned with the use of the Internet as a context or platform for conducting research.• Chapter 29 has been included to help with writing up research, an often neglected area of the research process.The fourth editionThis fourth edition contains both major and minor dif-ferences from the third edition. The major revisions are:• A new chapter (Chapter 1) that sets the scene for the rest of the book by outlining some basic issues imping-ing on a consideration of social research methods and the factors that impinge on it. It is meant to provide some building blocks for the rest of the book and to ease the reader into the area.• A new chapter on sampling in qualitative research (Chapter 18). In previous editions of the book, this topic was spread across several chapters. In this edition, the consideration of sampling issues faced by qualitative researchers has been consolidated.• Some new Student experience boxes have been added to illuminate students’ own encounters with the social research process.• To supplement the Student experience boxes, there are now Supervisor experience boxes that provide some insight into the refl ections of thosewho act as supervisors of dissertations and projects. All of the supervisors were highly experienced practitioners so their thoughts are highly instructive.Minor revisions include:• New sections on such topics as life history interviewing and the changing nature of ethnography.• Many sections have been substantially expanded and updated to include important developments such as the Economic and Social Research Council’s Frame-work for Research Ethics.• All sections have been updated where appropriate. Chapter 28, which is concerned with the use of the Internet in social research, has undergone a particu-larly large number of revisions, as this is an area of research methodology where many developments have taken place.• New examples have been introduced and some from the previous editions have been replaced.How to use the bookThe book can be used in a number of different ways. However, I would encourage all readers at least to look at 9780199588053_A01.indd xxxiv 10/20/11 4:26 PMGuide to the book xxxvthe chapter guide at the beginning of each chapter so that they can be sure that they do not in fact need the material covered there and also to gain a sense of the range of issues the book does in fact address.• Wider philosophical and methodological issues. If you do not need to gain an appreciation of the wider philosophical context of enquiry in social research, Chapter 2 can largely be ignored. If an emphasis on such issues is something you are interested in, Chapter 2 along with Chapter 26 should be a particular focus of attention.• Survey research. Chapters 8 through 11 deal with the kinds of topics that need to be addressed in survey research. In addition, Chapter 15 examines ways of analysing the kinds of data that are generated by sur-vey researchers. Also, sections in Chapter 28 explore issues to do with the conduct of surveys via email or the World Wide Web.• Practical issues concerned with doing quantita-tive research. This is the province of the whole of Part Two. In addition, you would be advised to read Chapter 3, which maps out the main research designs employed, such as experimental and cross-sectional designs, which are frequently used by quantitative researchers.• Practical issues concerned with doing qualitative research. This is the province of the whole of Part Three. In addition, you would be advised to read Chapter 3, which maps out the main research designs employed, such as the case study, which is frequently employed in qualitative research.• Analysing data. Chapters 15 and 24 explore the ana-lysis of quantitative and qualitative research data re-spectively, while Chapters 16 and 25 introduce readers to the use of computer software in this connection. It may be that your module on research methods does not get into issues to do with analysis, in which case these chapters would be omitted.• Formulating research questions. As I have already said in this Guide, I see the asking of research ques-tions as fundamental to the research process. Advice on what research questions are, how they are formu-lated, where they come from, and so on is provided in Chapters 1 and 4.• Doing your own research project. I hope that the whole of this book will be relevant to students doing their own research projects or mini-projects, but Chapter 4 is the one where specifi c advice relating to this issue is located. In addition, I would alert you to the practical tips that have been devised and the checklists of points to remember.• Writing. This issue is very much connected with the previous point. It is easy to forget that your research has to be written up. This is as much a part of the research process as the collection of data. Chapter 29 discusses a variety of issues to do with writing up research.• Wider responsibilities of researchers. It is import-ant to bear in mind that as researchers we bear re-sponsibilities to the people and organizations that are the recipients of our research activities. Ethical issues are raised at a number of points in this book and Chapter 6 is devoted to a discussion of them. The fact that an entire chapter has been given over to a discus-sion of ethics is a measure of their importance in terms of the need to ensure that all researchers should be ethically sensitive.• The quantitative/qualitative research contrast. The distinction between quantitative and qualitative research is used in two ways: as a means of organizing the research methods and methods of analysis avail-able to you; and as a way of introducing some wider philosophical issues about social research. Chapter 2 outlines the chief areas of difference between quan-titative and qualitative research. These are followed up in Chapter 17. I also draw attention to some of the limitations of adhering to an excessively strict demarcation between the two research strategies in Chapter 26, while Chapter 27 explores ways of inte-grating them. If you do not fi nd it a helpful distinction, these chapters can be avoided or skimmed.• The Internet. The Internet plays an increasingly important role in the research process. At various junctures I provide important websites where key information can be gleaned. I also discuss in Chapter 5 the use of the Internet as a route for fi nding references for your literature review, itself another important phase of the research process. You will fi nd that many of the references that you fi nd when you do an online search will then themselves be accessible to you in electronic form. Finally, Chapter 28 discusses the use of the Internet as a source of material that can be ana-lysed and as a platform for doing research in the form of such research methods as web surveys, electronic focus groups, and email surveys.9780199588053_A01.indd xxxv 10/20/11 4:26 PMGuided tour of textbook featuresChapter guideThe goal of this chapter is to provide guidance for students on how to get started on their research project. Once you have identifi ed your research questions (see Chapter 4), the next step in any research project is to search the existing literature and write a literature review. The principal task at this early stage involves reviewing the main ideas and research relating to your chosen area of interest. This provides the basis for the writing of a literature review, which forms an important part of the dissertation. This chapter will advise students on how to go about searching the literature and engaging critically with the ideas of other writers. It will also help you to understand some of the expectations of the literature Key concept 5.1What is a systematic review?Systematic review has been defi ned as ‘a replicable, scientifi c and transparent process . . . that aims to minimize bias through exhaustive literature searches of published and unpublished studies and by providing an audit trail of the reviewer’s decisions, procedures and conclusions’ (Tranfi eld et al. 2003: 209). Such a review is often contrasted with the traditional narrative review, which is the focus of the next section. The proponents of systematic review are more likely to generate unbiased and comprehensive accounts of the literature, especially in fi elds in which the aim is to understand whether a particular intervention has particular benefi ts, than those using the traditional review, which is often depicted by them as haphazard. A systematic review that includes only quantitative studies is a meta-analysis (see Key concept 5.2). In recent times, the development of systematic review procedures for qualitative studies has attracted a great deal of attention, especially in the social sciences. Meta-ethnography (see Key concept 5.3) is one such approach to the synthesis of qualitative fi ndings, but currently there are several different methods, none of which is in widespread use (Mays et al. 2005).Thinking deeply