SCC Research Methods 3 — Questions and Answers
Question 1: Content analysis is best described as:
- Interviewing experts about media trends
- Systematically examining texts, images, or media for patterns (Correct answer)
- Conducting experiments on media consumers
- A form of ethnographic fieldwork
Correct answer: Systematically examining texts, images, or media for patterns
Content analysis involves systematically categorizing and analyzing the content of documents, media, or communications.
Question 2: What is the primary purpose of a pilot study?
- To publish preliminary findings
- To test and refine research instruments before the main study (Correct answer)
- To recruit the final sample
- To analyze data from previous research
Correct answer: To test and refine research instruments before the main study
A pilot study is a small-scale trial run used to identify and fix problems with survey questions, interview guides, or procedures.
Question 3: Stratified random sampling differs from simple random sampling in that it:
- Selects participants based on convenience
- Divides the population into subgroups before randomly sampling each (Correct answer)
- Relies on referrals from existing participants
- Focuses on a single case in great depth
Correct answer: Divides the population into subgroups before randomly sampling each
Stratified sampling ensures proportional representation of key subgroups (strata) by randomly sampling within each group.
Question 4: Which measure of central tendency is most affected by extreme outlier values?
- Mode
- Median
- Mean (Correct answer)
- Range
Correct answer: Mean
The mean is calculated using all values, so a single extreme outlier can substantially shift it, unlike the median or mode.
Question 5: A sociologist studying homelessness chooses participants because they have unique, in-depth knowledge of the issue. This is called:
- Random sampling
- Cluster sampling
- Purposive sampling (Correct answer)
- Systematic sampling
Correct answer: Purposive sampling
Purposive (or judgmental) sampling deliberately selects participants who can provide particularly relevant or rich information.
Question 6: The Hawthorne effect refers to:
- The tendency of researchers to find what they expect
- Changes in participants' behavior because they know they are being observed (Correct answer)
- Using historical records to study social change
- Bias introduced by leading questions
Correct answer: Changes in participants' behavior because they know they are being observed
The Hawthorne effect occurs when subjects alter their behavior simply because they are aware of being watched or studied.
Question 7: Which of the following is an example of secondary data analysis?
- Conducting focus groups with college students
- Analyzing census data collected by the government (Correct answer)
- Distributing original surveys to a new sample
- Observing behavior in a public park
Correct answer: Analyzing census data collected by the government
Secondary data analysis involves analyzing data originally collected for a different purpose, such as government census records.
SCC Research Methods 3
Content analysis is best described as: