Contents

24 PART I: General Issuesmedia reports is to go to the original publication to learn more about the methodsand procedures of the research.The first step in beginning research is to generate a research question.Students gain research ideas from their textbooks and courses, and through interactionswith instructors. The next step is to develop a research hypothesis. Aresearch hypothesis is a tentative explanation for the phenomenon to be tested,and it is often stated in the form of a prediction together with an explanation forthe predicted outcome. Although research hypotheses are developed in manyways, an essential part of this step is to review psychological research literaturerelated to the topic. Finally, it is important to evaluate whether answers to a researchquestion will meaningfully contribute to psychologists’ understandingof behavior and mental processes.A multimethod approach employs various research methodologies and measuresto answer research questions and to gain a more complete understandingof behavior. Scientists recognize that any one method or measure of behavior isflawed or incomplete; multiple methods allow researchers to “fill in the gaps”left by any particular method. The aim of this textbook is to introduce you to thevariety of research methods used by psychologists to answer their questions.KEY CONCEPTSscientific method 4empirical approach 7ethnocentrism 12hypothesis 21multimethod approach 23REVIEW QUESTIONS1 Describe two important characteristics of the scientific method.2 Why did early psychologists choose the empirical approach as the favored methodfor psychological investigations?3 Identify two ways in which the computer was critical to the development of psychologyin the 20th century.4 Provide an example of (1) how social and cultural factors may influence psychologists’choice of research topics and (2) how social-cultural factors may influence society’sacceptance of research findings.5 Describe how ethnocentrism can be a problem in research and suggest one way inwhich researchers can prevent this bias.6 What does it mean that research is conducted in a “moral context”?7 Describe two ethical dilemmas that psychologists may face when conducting research.8 Explain why researchers are skeptical about research findings, and explain how theirattitude likely differs from that of the general public.9 Identify two reasons you would give another person as to why he or she should criticallyevaluate the results of the research reported in the news media (e.g., television,magazines).10 What are the three initial steps researchers take as they begin a research project?11 Identify two reasons it is important to search the psychological literature whenbeginning research.12 Describe the multimethod approach to research and identify its main advantage.