SOCIOLOGY UNIT 2 - RESEARCH MARKERS
Quantitative data (2017 5 marker)
DEFINITION
Quantitative data is expressed numerically. Positivists tend to favour quantitative data,
counting and measuring aspects of social behaviour. Such data is needed if the
researcher is testing a hypothesis which suggests that there is a casual or non-cause
relationship between two social variables. This can come in the form of official stats,
questionnaires and structured interviews.
AO1 - STRENGTHS AND WEAKNESSES
Use strengths and weaknesses from questionnaires, structured interviews, secondary
sources (official stats)
AO2
• Questionnaire The Hite Report (1976) Shere Hite sent out thousands of anonymous
questionnaires regarding women’s sexual behaviour, but only had 4% returned. This
study illustrates that questionnaires may not be appropriate for studying certain topics,
in this case women’s sexual health. Due to questions asked on personal issues, there
was a low response rate so findings could not be generalised due to the sample being
unrepresentative.
• Questionnaire Edwards et al (2002) points out that non-response rate reduce the
effective sample size and can affect the validity of studies; this poses a major threat to
the quality of the research. They found that response rates were improved when short
questions were used, questionnaires were accompanied by personalised letters, and
participants were contacted before sending questionnaires.
• Structured interview Alfred Kinsey (1953) conducted interviews on sexual behaviour,
he asked the questions quite rapidly, this gave interviewees little time to think, and used
some questions to check answers given to others. Follow up interviews 18months later
were also used as a way of checking earlier answers – improving validity.
• Secondary source Durkheim’s survey study of Suicide used official statistics
Qualitative data (2017 10 marker) (2019 5 marker)
DEFINITION
This data that is expressed in words, as a written description of thoughts, feelings,
opinions. This probes deep into a persons views and provides rich descriptions of
particular groups or people. This is favoured by interpretivists. It often comes in the form
,of observation, in depth interviews, focus groups, secondary sources (some
newspapers articles and letters).
AO2 - STRENGTHS AND WEAKNESSES
Use strengths and weaknesses from observation, in depth interviews, focus groups,
secondary sources (some newspapers articles and letters).
AO2
• Unstructured interview Ann Oakley found that unstructured interviews help to develop
close relationships of trust and openness with mothers, this enabled them to speak for
themselves openly and personally about motherhood. Oakley also stated that she
found it hard to stay detached from the research as she was a mother herself – Interview
bias
• Unstructured interview Becker (1971) developed another approach in his interviews
with 60 Chicago schoolteachers. He used aggression, disbelief and ‘playing dumb; as
ways of extracting sensitive information from them that they may not otherwise have
revealed, about how they classified pupils in terms of their social class and ethnic
background. This improved the validity of the interview, however it should be stressed
that this type of method requires great skill on behalf of the researcher.
• Cover observation James Patrick: A Glasgow Gang Observed (1973): had to keep his
name secret for fear of his personal safety when studying the violent gangs
• Secondary source Public- Thomas and Znaniecki (1919) The Polish Peasant used
newspaper articles and court and social work records. From this, they could explore the
experiences of social change of some of the 1000s of people who migrated from Rural
Poland to the USA in the early 20 the century.
• Secondary source Personal document Anne Frank- Jewish schoolgirl in Amsterdam
during WWII. (historical evidence)
Surveys
DEFINITION
Technically surveys are not a method of collecting data but refers to the study as a
whole. The term usually refers to a large-scale quantitative study. Data is usually
collected by questionnaires or structured interviews.
AO2 - STRENGTHS AND WEAKNESSES
Use strengths and weaknesses from questionnaires, structured interviews, secondary
sources (official stats)
, AO2
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Questionnaire The Hite Report (1976) Shere Hite sent out thousands of anonymous
questionnaires regarding women’s sexual behaviour, but only had 4% returned. This
study illustrates that questionnaires may not be appropriate for studying certain topics,
in this case women’s sexual health. Due to questions asked on personal issues, there
was a low response rate so findings could not be generalised due to the sample being
unrepresentative. Questionnaire Edwards et al (2002) points out that non-response rate
reduce the effective sample size and can affect the validity of studies; this poses a
major threat to the quality of the research. They found that response rates were
improved when short questions were used, questionnaires were accompanied by
personalised letters, and participants were contacted before sending questionnaires.
Structured interview Alfred Kinsey (1953) conducted interviews on sexual behaviour, he
asked the questions quite rapidly, this gave interviewees little time to think, and used
some questions to check answers given to others. Follow up interviews 18months later
were also used as a way of checking earlier answers – improving validity.
Secondary source Durkheim’s survey study of Suicide used official statistics Official
stats Census every 10 years
Questionnaires (2016 20 marker)
DEFINITION
A questionnaire is a list of questions, either on paper, or increasingly online. Paper
questions can be distributed in person or through the post. The person completing the
questionnaire reads and answers the questions on their own. All respondents are asked
the exact same questions.
AO1 - STRENGTHS
• Practical- relatively quick, cheap and easy as no need to train interviewers,
participants simply complete and return.
