Research Methods Advantages Disadvantages

Laboratory Experiments

Greater access to a larger variety of research equipment

Accurate results Control over environmental conditions Cause-effect relations can be

determined

Less space Predictions required Validity and reliability cannot be

determined Not real world

Field Research (a.k.a ethnographic research

or observational research)

Observe in natural environment Real world aspect given to hypothesis Allows real actions/behaviours of

object to be viewed Valid and reliable input More space for observation No predictions

No control over conditions affecting environment

Accuracy cannot be determined No access to lab equipment High degree of researcher bias Interpretation may be incorrect as

researcher isn’t aware of the attitudes/thoughts of subject (be it animal or human)

Cause-effect relations cannot be determined

Surveys /Case Studies/Questionnaire/I

nterviews

Rich, descriptive information obtained Hypothesis is controlled by researcher

in a case study Questions asked are controlled by

researcher Study rare phenomena in depth Multiple-choices provided in surveys

and questionnaires and face-to-face/verbal communication in interviews give a wider range of information

Information can be drawn from a wider range of people in surveys, questionnaires and interviews

Case studies give information on a particular phenomenon or subject only

Interviewer bias and social desirability bias can distort the answers of the subject in surveys/interviews/questionnaires

Information can be generalised in surveys/interviews/questionnaires so giving unreliable information

Correlational Studies

Establishes how well findings from experiments relate to more natural settings

Can examine issues that cannot be studied ethically/practically in experiments

More applicable to everyday life More information can be gathered as it

is held in an external environment than a lab

Cannot provide a conclusive reason as to why a relationship exists

Variables affecting the hypothesis cannot be determined

Conclusions should be assumed as it allows predictions