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Unformatted text preview: population, so that we can “generalize” our findings from the sample back to the population. 1.need sufficiently large sample size 2.need to sample at random In a case study, we have a nonrandom sample of 1 SURVEY— A questionnaire or interview. Usually involves large number of subjects ADVANTAGES • Access to data that may be difficult to obtain with other methods • Comparatively easy to administer to large numbers of people. DISADVANTAGES • May be difficult to obtain a representative sample • Possible response bias • Difficult to establish cause and effect NATURALISTIC OBSERVATION—Observer records ongoing behavior in a natural setting. Advantages • Least artificial • Rich source of hypotheses Disadvantages • Low frequency of some behaviors • Observer may interfere with the phenomenon • Possible observer bias...
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- Spring '08