Practical investigation: Suitable examples — Edexcel A-Level Psychology
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Practical investigation: Suitable examples explained
The grouping variable here is a participant variable that cannot be manipulated, so this is a quasi experiment carried out by self report and causal claims are ruled out before any data is collected.
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Operationalise the measure as the total of several ranked scale items about ordinary situations, obeying a teacher, a supervisor, a police officer, rather than one blunt question asking whether the person is obedient. Expect social desirability to pull in opposite directions for the two groups, because gender norms make admitting compliance easier for some people than for others. Milgram found equal obedience in his male and female conditions, although women reported more tension, so any difference found here may be a difference in what people say rather than in what they do.
An investigation into in-group favouritism.
The effect being tested comes from the minimal group experiments, in which Tajfel sorted schoolboys by something trivial, a stated preference between two painters or the toss of a coin, and then had them allocate points to anonymous members of each group. They favoured their own group, and many chose the option that widened the gap between the groups even when a different choice would have given their own group more. A classroom version keeps that logic: create an arbitrary group, then measure allocation, liking or trait ratings for an in-group and an out-group target. Because the groups are meaningless, no real competition, history or contact can explain a difference, which is exactly why the finding supports social identity theory rather than realistic conflict theory.
Dual task experiment to investigate components of working memory.
This design puts the working memory model on trial. Baddeley and Hitch argued in 1974 that short-term memory is not one store but a central executive directing a phonological loop and a visuo-spatial sketchpad, so two jobs drawing on the same subsystem should collide while two jobs drawing on different ones should not. Baddeley, Grant, Wight and Thomson found that concurrent visual tracking wrecked performance on an imagery based mnemonic but barely touched rote verbal learning, which is exactly the pattern predicted. In a classroom version the independent variable is usually a matched against a mismatched secondary task, the dependent variable is items correctly recalled or tracking errors, and the order of conditions is counterbalanced when the same participants do both.
An experiment to look at acoustic similarity of words and the effect on short-term memory.
Baddeley built this study in 1966 by handing participants lists that either sounded alike, such as cat, cab, can and cap, or sounded quite different, and then lists that shared meaning or did not. Immediate serial recall collapsed for the similar sounding list while meaning made almost no difference; when recall was delayed by twenty minutes of an interfering task the pattern reversed and the lists that shared meaning became the hard ones. Conrad had already shown that letters shown silently on a screen were misremembered as letters that rhyme with them. The conclusion is that the short-term store codes sound while the long-term store codes meaning. Your own version manipulates similarity and counts items recalled in the right position, with lists matched for length, frequency and familiarity.
A correlation into age and attitudes to drug use.
The two co-variables are measured, never manipulated: age is taken in whole years and attitude is a total score on a set of rating items where a high total means a more permissive view. Because a total from a rating scale is ordinal and the question is about relationship rather than difference, the rank order test is the right one, and a negative coefficient would mean that as age rises permissiveness falls. The content is socially sensitive, so participants are asked what they think about drug use rather than what they have taken, scripts carry no names, the topic is disclosed before consent is given, and anyone under sixteen needs parental consent as well as their own agreement. The design also confounds age with generation, which belongs in the discussion.
A correlation to see if there is a relationship between height and a self-rating of aggressive tendencies.
This pairing puts an objective physical measure beside a subjective rating, and the contrast is the teaching point. Height can be measured in centimetres to the same standard for everyone, while a self-rating of aggressive tendencies depends on insight and honesty, so any weak coefficient may say more about the measure than about people. Using a published instrument such as the Buss and Perry Aggression Questionnaire, which sums items on physical aggression, verbal aggression, anger and hostility, improves that measure without curing it. The theoretical rationale for expecting any link is thin, which is why a non-directional hypothesis is defensible, and a coefficient close to zero means the null hypothesis is retained rather than that the study went wrong.
How age and sex affect driving speed.
The learning topic's practical must be an observation, so this one runs at the roadside as a covert, non-participant, structured observation of naturally occurring driving. Speed is operationalised either by a radar reading or by timing each vehicle across a measured gap between two fixed markers and converting, while driver sex and an agreed age band are recorded on a tally sheet using categories written before collection begins. Two observers record the same vehicles independently and their totals are correlated to establish inter-observer reliability. The behaviour belongs in this topic because speed choice is shaped by reinforcement, arriving sooner and peer approval, and by models watched from the passenger seat in childhood.
Investigating the differences in helpful or polite behaviour in men and women.
This second observation works for the learning topic because helping and courtesy are exactly the behaviours that differential reinforcement and modelling are said to build. A field setting is chosen, a shop doorway or a corridor, and the categories are written first: door held open, dropped item retrieved, thanks offered, directions given. Each passer-by is tallied once into a table of sex against helped or did not help, which yields frequencies in separate categories and points straight at chi-squared. Piliavin, Rodin and Piliavin's subway field experiment reported that almost every first helper was male, while Eagly and Crowley's meta-analysis found men helped more in public, risky or chivalrous episodes and women more in caring, sustained ones.
Comparing how attitudes have changed over time.
Here the independent variable is the period a source comes from, so the design lives or dies on matching: the same publication, the same kind of item, comparable length, ideally the same season, so that only time differs. Language is the obvious coding target because terms drift. Nouns such as lunatic and the use of a diagnosis as an adjective fall away while recovery, wellbeing and support rise, and the manuals record the same drift, with homosexuality removed from the American classification in 1973 and hysteria vanishing altogether. Evaluations of the Time to Change campaign in England reported small measurable improvements in reported public attitudes across the years it ran, which gives you a benchmark for your own tallies. Watch for one news event inflating a single period's totals.
How different sources report mental health.
The comparison here is between outlets rather than eras, so the sampling frame is what you must defend: two source types matched for date and length, with a stated rule for which items counted. Philo and the Glasgow Media Group's analysis of British media found that the largest single category of coverage linked mental illness with violence, and their audience interviews found people citing media as the source of their beliefs, sometimes above their own experience. Useful categories are violence words, sympathy or recovery words, whether an expert or a person with lived experience is quoted, and whether a diagnosis is used as an adjective for a person. Remember that reporting guidelines, particularly those on suicide, mean some differences reflect editorial rules rather than attitude.
An experiment into the use of cognitive interview concerning recall of a specific event.
A workable version shows participants a short film of an incident, interviews one group with the cognitive techniques and the other with a fixed set of standard questions, and counts correct details against a checklist prepared from the film beforehand. Geiselman and colleagues, in the study that introduced the technique, found students interviewed with context reinstatement, report everything, reverse order and change of perspective recalled more correct items than those given a standard police style interview, and the meta analysis by Kohnken and colleagues put the gain in correct detail at roughly a third while also recording a rise in incorrect detail. That trade off is the thing your discussion should test, so score errors and invented details as well as hits.
View a crime/courtroom drama and conduct an interview/questionnaire on participants about the reasons why the defendants may have committed the crime they are accused of.
This design produces words, and the marks come from turning them into numbers defensibly. Participants watch a fictional trial or crime story and are asked, in an interview or a questionnaire, why the accused person acted as he did, and the answers are coded by content analysis into categories fixed before coding begins, for example biological, learned and situational explanations. Those frequencies can then be tested with chi squared, which is exactly why the coding frame must be agreed in advance and checked by a second coder. The psychology behind it is attribution: Ross described the fundamental attribution error, the habit of explaining another person's conduct by disposition while underweighting the situation, and the blame attribution inventory of Gudjonsson and Singh separates external attribution, mental element and guilt feeling in offenders' own accounts.
Interview of an adult to look for a relationship between strong attachment experiences and strong adult relationships.
This example is a correlation, not an experiment, so nothing in it can show that early bonds cause later relationship quality. The usual design is a structured interview built from rating scale items, one set about remembered closeness to a caregiver and one about a current or recent adult relationship, each giving every participant an ordinal total, which is why Spearman’s rho is the test. The psychology behind the prediction is Bowlby’s internal working model and the continuity hypothesis, supported by Hazan and Shaver, whose newspaper love quiz found adults recalling secure childhood bonds described trusting and longer lasting romances while avoidant adults reported fearing closeness. Retrospective report is the weakness to name.
Interview of a parent of a child under 3 years old around positive experiences when using day care for their child.
The framing is the problem with this one, because asking only about the good parts invites agreement and leaves you no way of knowing what a parent would have said about the difficulties. The workable version is a semi structured interview of open questions, transcribed and then content analysed: agree coding categories in advance such as mixing with other children, warmth of staff, routine and parental peace of mind, tally how many parents mention each, and the result is frequency data in categories, which is chi squared territory. Have a second person code a sample of transcripts so inter rater reliability can be reported, and make consent, anonymity and the right to withdraw explicit, since parents of very young children can feel judged.
Content analysis of pop music/television programmes e.g. references to drugs.
Coding media is a way of gathering quantitative data without going anywhere near a vulnerable participant, which is exactly why it suits a topic about drugs. The sampling frame is settled first, perhaps the songs in one week of the chart or an evening of broadcasting on one channel, and the coding categories are fixed before viewing, so that a mention of alcohol, tobacco, cannabis or another substance is counted the same way every time and tallied against its category. Two coders working the same material give inter-rater reliability, either as percentage agreement or as a correlation between their totals. Primack and colleagues did this with the most popular songs of a year and found roughly a third carried a substance reference, with rap far ahead of pop, which is a useful benchmark for a classroom version.
Content analysis of newspaper articles/news comparing references to alcohol and nicotine.
A practical of this shape turns printed text into numbers, so the marks sit in the coding frame rather than in the reading. Categories are agreed before coding starts, for example a health warning, a glamorising mention, a mention of cost or of the law, and each is tallied for drinking and for smoking across a matched sample of titles and dates. Two coders working the same articles give a reliability check, either as percentage agreement or as a correlation between their tallies. Counts in named categories are nominal data from independent sources, so chi squared tests the association, and the write up has to justify that choice, state the hypothesis and its direction, and say what the sample of papers allows anyone to claim.
Your focus
- A questionnaire to see if males or females perceive themselves to be more obedient.
- An investigation into in-group favouritism.
- Dual task experiment to investigate components of working memory.
Show all 16 objectives
- An experiment to look at acoustic similarity of words and the effect on short-term memory.
- A correlation into age and attitudes to drug use.
- A correlation to see if there is a relationship between height and a self-rating of aggressive tendencies.
- How age and sex affect driving speed.
- Investigating the differences in helpful or polite behaviour in men and women.
- Comparing how attitudes have changed over time.
- How different sources report mental health.
- An experiment into the use of cognitive interview concerning recall of a specific event.
- View a crime/courtroom drama and conduct an interview/questionnaire on participants about the reasons why the defendants may have committed the crime they are accused of.
- Interview of an adult to look for a relationship between strong attachment experiences and strong adult relationships.
- Interview of a parent of a child under 3 years old around positive experiences when using day care for their child.
- Content analysis of pop music/television programmes e.g. references to drugs.
- Content analysis of newspaper articles/news comparing references to alcohol and nicotine.
Practical investigation: Suitable examples exam tips
Marking Points
- Getting the finding the right way round, that sound similarity harms immediate recall while meaning similarity harms delayed recall, which is what supports different codes in the two stores.
- Operationalising similarity as a controlled property of the word list and the dependent variable as words recalled in the correct serial position, since order errors are where acoustic confusion shows itself.
- Naming the confounds that must be held constant, above all word length, because the word length effect reported by Baddeley, Thomson and Buchanan means longer words are recalled worse whatever their similarity.
- Linking the result to the phonological loop, where a sound based store plus rehearsal explains why items that rhyme blur into one another.
- Choosing the Wilcoxon signed ranks test for a repeated measures version with counterbalanced list order, and stating that significance requires the observed value to fall at or below the critical value.
- State the time comparison as an operationalised independent variable, naming both periods and giving a reason for the interval between them.
- Control the sources: same publication or medium, same type of item, comparable word counts, and say explicitly how you held these constant.
- Choose coding categories that could exist in both periods, because a category built from modern vocabulary scores zero in the older source for reasons of style rather than attitude.
- Interpret a change in frequency cautiously, distinguishing a shift in public attitude from a shift in editorial policy or in what counted as news that year.
- Support the comparison with a chi squared test on the raw tallies and report whether the calculated value reached the critical value.
- Define the comparison precisely: which two source types, sampled how, across what dates, and with what inclusion rule for an item.
- Use categories capable of discriminating between the sources, such as violent framing, recovery framing, expert quotation and lived experience quotation.
- Bring published findings in as a comparison point, for example the Glasgow Media Group's result that violence framing dominated British coverage.
- Give the descriptive picture first, totals and percentages with a suitable chart, and only then the inferential test performed on the raw frequencies.
- Evaluate how far two sources generalise to a whole medium and say what a larger or randomly drawn sample would add.
- Name the four components and say what each is for, context reinstatement and report everything to increase the number of retrieval cues, reverse order and change of perspective to disrupt a schema driven account of what usually happens.
- Operationalise recall properly with a scored list of details taken from the film, counting correct, incorrect and invented items separately, and use a second scorer so inter rater reliability can be reported.
- Justify Mann-Whitney U for an independent groups comparison of detail counts, or Wilcoxon if each participant is interviewed both ways with the order counterbalanced, and say why the scores are treated as ordinal.
- Credit goes to control of the encoding event, since everyone must see the same film for the same time, and to standardised wording in the comparison interview so that the technique is being measured against something defined.
- Evaluation should raise mundane realism, because a film watched in a classroom lacks the arousal of a real crime, and Yuille and Cutshall's witnesses to a Vancouver shooting were accurate months later and resisted misleading questions.
- Say what the content analysis is doing, coding open responses into agreed categories and counting them, and report agreement between two independent coders as the reliability check.
- Justify chi squared through its conditions, that the data are independent, each participant is counted in one cell only, and the numbers are frequencies rather than scores, then give degrees of freedom as rows minus one multiplied by columns minus one.
- Link the categories to this topic's own explanations so the exercise tests something, for instance whether viewers favour situational explanations for a sympathetic defendant and dispositional ones for an unsympathetic one.
- Ethics is easier with fiction, but credit comes from saying that dramatised violence can still distress, that consent must describe the content, and that a participant's opinion about motive is not a diagnosis of anybody.
- Evaluation should question the stimulus, because a drama is written so that motive is legible in a way that real evidence in a courtroom never is, which limits what the findings say about jurors.
Examiner Tips
- 💡You are likely to be asked for one strength and one weakness of the questionnaire you used, so have social desirability ready as the weakness with a concrete improvement attached to it.
- 💡If asked to select a statistical test for data like this, independent groups with ordinal scale scores points to Mann Whitney U, and the calculated value must be equal to or smaller than the critical value for significance.
- 💡Gender bias is an issue and debate for this topic, so one sentence on androcentrism or on exaggerating a small difference turns a methods answer into an evaluation answer.
- 💡Practical questions often ask you to justify one design decision, so be able to say in a sentence why the groups had to be arbitrary.
- 💡Demand characteristics are the obvious weakness because the purpose is easy to guess, so prepare a specific fix such as a cover story or an independent groups version.
- 💡The ethics of creating even a temporary out-group are examinable, so mention protection from harm and a debrief that makes clear the grouping was random.
- 💡Expect a stem describing an unfamiliar dual task study with questions on the independent variable, a control and the conclusion, so practise reading two tasks and deciding which components each one uses.
- 💡If asked to evaluate the working memory model through this practical, pair the supporting evidence with the weakness that the central executive is vaguely specified and hard to measure.
- 💡Case study support such as the patient KF, whose digit span was very poor while visual short-term memory was intact, is credited as evidence for separate subsystems provided you add that one patient generalises weakly.
- 💡This practical is a favourite stem for questions about control, so be ready to explain one specific control and say what it protects the study from.
- 💡If asked what the study tells us about memory, use it as evidence for separate stores and then question whether lists of unrelated words resemble everyday remembering.
- 💡A question asking you to outline the findings wants the comparison between conditions first, not a retelling of the procedure.
- 💡A common item asks you to explain one ethical issue raised by a described study and how the researcher dealt with it, so store each principle together with its practical safeguard rather than as a list of words.
- 💡The same investigation is usable in the issues and debates essay as an example of socially sensitive research, where the argument is about how findings on young people and drugs might be used in policy.
- 💡When asked for an improvement, change something in the design and say why it helps, for instance a published standardised attitude scale to raise reliability, or a broader age range to remove restriction of range.
- 💡Scattergram questions are common, so practise describing direction, strength and any outlier in words before naming the statistical test.
- 💡Expect an item that asks you to assess the use of self-report in an investigation; answer on validity, social desirability and how a behavioural or peer rating would change the evidence.
- 💡If asked for an improvement, make it concrete and say what it fixes, such as replacing the self-rating with a peer rating to reduce the bias built into rating your own aggression.
- 💡Methods questions usually hand you an unfamiliar version of this investigation and ask you to outline how it would be carried out, so rehearse a procedure in numbered steps with the behavioural categories already drafted.
- 💡Expect to explain one strength and one weakness of the observational method in this context: ecological validity and the absence of demand characteristics in covert work against observer bias and loss of control.
- 💡A longer question often asks you to assess reliability and validity together, so keep them apart in your head, agreement between observers is reliability and whether speed was really what was captured is validity.
- 💡Chi-squared appears with real numbers in the methods section, so practise filling a contingency table, working the expected frequencies and then stating the decision about the null hypothesis in one sentence.
- 💡If asked to evaluate this practical, take reliability, validity, sampling and ethics in turn rather than listing generic strengths of observational research.
- 💡Socially sensitive research is a ready evaluation point, because a published gender difference in helping can be lifted out of context and used to justify a stereotype.
- 💡If asked to evaluate validity, the strongest point is usually that changing house style and vocabulary confound any change in attitude.
- 💡Be ready to propose a triangulating method, a questionnaire or interview, that would test whether the media shift matches a shift in what people believe.
- 💡Memorise your own totals, because questions on the practical frequently ask you to quote your findings and a vague answer cannot be credited.
- 💡Be able to justify one strength of content analysis, high ecological validity because the material was produced for real audiences, and one weakness, the subjectivity of category definition.
- 💡Expect a question asking how you made your analysis reliable; describe the second coder and the agreement figure rather than saying you were careful.
- 💡If a novel data table appears in the paper, read the row and column totals before calculating anything, since the totals usually carry the point.
- 💡Expect an item that describes somebody else's cognitive interview study and asks you to explain a design decision or suggest an improvement, so practise justifying rather than describing.
- 💡If asked to analyse results, comment on incorrect recall as well as correct recall, because an answer reporting only more detail misses the accepted weakness of the technique.
- 💡The enhanced cognitive interview adds the social side, rapport and not interrupting the witness, and naming it separately is a quick way to show wider knowledge.
- 💡This is the practical most likely to be framed as a conversion of qualitative data into quantitative data, so be ready to explain in two sentences how words became frequencies.
- 💡An item may ask you to outline one strength and one weakness of using a drama as the stimulus, so keep one control point and one validity point ready.
- 💡If asked to compare this design with an experiment on jury decision making, write about what each can and cannot manipulate rather than which felt more realistic.
- 💡Be ready to give strengths of the interview itself, such as being able to probe an unclear answer, and not only strengths of correlational research.
- 💡You may be asked to suggest another way of gathering the same data, so have a questionnaire version ready with one reason it would be better and one reason worse.
- 💡Ethics here is about sensitivity, so mention that questions about family relationships can distress participants and that the right to decline any single question was made clear.
- 💡Expect a question on how you turned qualitative data into quantitative data, and answer with your actual coding categories rather than with the phrase content analysis alone.
- 💡Improvements score better when they repair a named flaw, so pair the leading framing with a rewritten neutral question.
- 💡If asked about reliability, separate the reliability of the interview schedule from the reliability of the coding, because they are improved in different ways.
- 💡Expect to justify one methodological decision from your own practical, so know why you chose that unit of analysis and that sampling frame and be able to defend both.
- 💡If asked for an improvement, name the specific fix, such as a second coder or a wider sample of broadcasts, and say which quality it would improve, reliability or generalisability.
- 💡Content analysis also appears in methods questions as an example of a non-experimental technique producing quantitative data, so be ready to compare it with an experiment on control and on validity.
- 💡The third paper asks about your own practical in general terms, so learn the procedure as a chain of defensible decisions: hypothesis, sampling, coding frame, test, result, improvement.
- 💡Where a question asks you to explain one weakness of the practical research exercise you carried out, name the weakness, tie it to your own procedure, and say what it does to the conclusion instead of listing generic evaluation.
- 💡Calculation questions tend to supply a completed contingency table and ask for degrees of freedom or for a comparison with a critical value, so practise reading a table at the right significance level and the right number of tails.
Common Mistakes
- Claiming the results show that one group is more obedient, when a questionnaire can only show what people are willing to say about themselves.
- Using vague wording, such as asking how often the participant does as they are told without naming a situation, so the two groups interpret the item differently and the comparison is meaningless.
- Treating gender as a neutral variable, and reporting a difference without any comment on how such a finding could be used or misused.
- Making the groups meaningful by using friendship groups or school houses, which reintroduces exactly the shared history the minimal group design exists to exclude.
- Reporting only that participants gave their own group more, when a striking part of the original finding is that many took the option maximising the difference between groups at a cost to their own group.
- Treating in-group favouritism as identical to out-group hostility, when preferring your own group is not the same as disliking another.
- Describing the multi-store model instead, so the answer talks about rehearsal moving material into long-term memory when the study is about simultaneous processing.
- Treating any drop in performance under dual task conditions as proof of separate stores, with no control condition in which the second task uses a different component.
- Confusing the visuo-spatial sketchpad with the episodic buffer, which Baddeley added later to explain how material from the subsystems and from long-term memory is bound together.
- Claiming the central executive was tested when the secondary task was articulatory suppression, which loads the phonological loop.
- Claiming long-term memory is purely semantic, when visual and acoustic coding also occur there; the studies show a dominant code, not an exclusive one.
- Presenting the two lists in the same order to everybody, so practice and fatigue are confounded with the manipulation.
- Writing similar items that also differ in length or frequency, which smuggles the word length effect into the independent variable.
- Reporting only the total recalled when the hypothesis concerns serial order, which dilutes the effect the study is designed to show.
- Concluding that growing older causes disapproval of drugs, when the coefficient shows only that the two co-variables move together.
- Sampling entirely within one year group so that the age range spans two or three years, since restriction of range flattens the coefficient and can hide a relationship that exists in the population.
- Ignoring social desirability, where participants report the attitude they believe is acceptable rather than the one they hold, which lowers the validity of the whole measure.
- Saying the study is unethical simply because it mentions drugs, without naming the principle at risk and the safeguard that answers it.
- Reporting that the study shows shorter people are more aggressive, when at best it shows the two co-variables vary together in this sample.
- Treating a non-significant result as proof that no relationship exists, when a small opportunity sample has low power and a Type II error is a live possibility.
- Forgetting that a curvilinear pattern, where both very short and very tall participants rate themselves high, produces a coefficient near zero even though the co-variables are genuinely related.
- Calling a self-rating an objective measure simply because it produces numbers.
- Writing that age was measured when it was estimated from appearance; unless drivers are asked, age band is an observer judgement and that subjectivity is a validity problem that has to be acknowledged.
- Claiming a cause when the study only observes an existing group difference, since sex and age were never manipulated, so the defensible conclusion is an association rather than young men causing higher speeds.
- Choosing a correlation because two variables appear in the aim; the study compares groups, and correlation belongs here only in the reliability check.
- Ignoring extraneous variables that shift with time of day, such as traffic density, weather, road works and whether passengers are present, all of which change speed independently of the driver.
- Putting percentages into the chi-squared formula, when the test only works on raw frequencies and percentages destroy the information about sample size that the expected values depend on.
- Tallying one person into two categories or counting the same passer-by twice, which breaks the requirement that observations are independent and makes the test invalid.
- Concluding that men are less helpful in general, when a single behaviour in a single setting was sampled and Eagly and Crowley report that the direction of the difference reverses with the kind of help needed.
- Reporting a result as significant without stating the critical value, the degrees of freedom and whether the hypothesis was directional.
- Treating any difference between two articles as evidence of social change when only one item was sampled from each period.
- Coding for words that did not exist in the earlier period, which guarantees the result the researcher already expected.
- Ignoring a major story in one period, such as a high profile court case, that colours the tone of everything printed that month.
- Reporting the finding as proof that stigma has fallen, when the data show only what was published.
- Picking two sources that differ in several ways at once, such as a tabloid from one year and a broadcast interview from another, so no single explanation of the difference survives.
- Counting only negative words, which makes a balanced conclusion impossible before the analysis begins.
- Reporting percentages as though they were the test statistic.
- Assuming the source mentioning mental health more often has the better attitude, when volume and tone are separate measures.
- Running the cognitive interview as a written questionnaire, which removes the interviewer behaviour that the technique actually consists of.
- Counting words or total statements as recall, so that a talkative participant scores highly whether or not anything said was accurate.
- Prompting the cognitive group with extra questions the comparison group never hears, which confounds the technique with the amount of questioning.
- Inventing the coding categories after reading the answers so that they fit what was found, which turns content analysis into a way of confirming a hunch.
- Using chi squared when the same participant has been counted in more than one category, which breaks the independence the test requires.
- Wording the question so that guilt is assumed, asking why he did it when the character is only accused, which quietly leads every participant.
- Concluding that early attachment causes adult relationship quality, when a correlational design cannot rule out temperament or current mood shaping both sets of answers.
- Asking adults to recall childhood and then treating the answers as a measure of infant attachment, when they measure present memory of it.
- Working out rho without squaring the rank differences before adding them, which is the commonest arithmetic slip in this formula.
- Gathering rich qualitative answers with no plan for quantifying them, which leaves nothing to run the required inferential test on.
- Calling every closed question nominal, when a satisfaction rating on a scale is ordinal and points towards a different test.
- Assuming the parent speaks for the child, when what is measured is a parent’s perception of day care and should be reported that way.
- Inventing categories while coding, which destroys reliability and makes the tally impossible to repeat.
- Reporting percentages only, which leaves no raw frequencies for chi squared to be run on.
- Claiming the results show that media cause drug use, when nothing whatever was measured about the audience.
- Announcing that content analysis raises no ethical issues, when material about real people, copyright and the effect of publishing conclusions about a genre or a community all raise them.
- Coding whatever material came to hand and then generalising the conclusion to television as a whole.
- Reporting impressions of what the papers said instead of counts. Without tallies there is no quantitative data, and the specification requires quantitative data for the inferential test.
- Choosing Spearman because two things are being compared. Spearman needs two scores from the same item to correlate; comparing how often two drugs are mentioned across sets of articles is a test of association or of difference.
- Calculating chi squared on percentages rather than raw frequencies, then forgetting to square the difference or dividing by the observed instead of the expected value.
- Using the number of cells as the degrees of freedom, which reads the wrong critical value out of the table.
- Claiming a cause. Showing that papers mention alcohol more approvingly than nicotine cannot show that coverage changes drinking, because nothing was manipulated.