Lecture 03 - Lecture 3 A theory is based upon previous...

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Lecture 3 A theory is based upon previous empirical evidence. Theory drives research. Theory about some aspect of behavior -> predictions derived from theory (hypothesis) -> research -> If predictions confirmed, confidence in theory is increased. If predictions not confirmed, confidence in theory is reduced, possibly rejected, or theory is modified and new predictions tested. Paradox of the scientific method – used to determine questions, but generates questions as well. Ways to collect data Approach Strengths Weaknesses Experiment Manipulation of variables to control outside influences; best method for identifying causal relationships Laboratory environment is artificial; limited generalizability of findings; manipulation of some variables is unethical or impractical Questionnaire Effective means of measuring actions, attitudes, opinions, preferences, and intentions of large number of people Lack of explanatory power, validity of findings is limited by sample. Reliability is difficult to determine self-report may be inaccurate or biased. Interview
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Lecture 03 - Lecture 3 A theory is based upon previous...

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