Name And Describe The Different Ways That Learning Occurs In A Company.

Employee Training and Development

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Employee Training and Development

Seventh Edition

Raymond A. Noe The Ohio State University

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EMPLOYEE TRAINING AND DEVELOPMENT, SEVENTH EDITION

Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2017 by McGraw-Hill Education. All rights reserved. Printed in the United States of America. Previous editions © 2013, 2010, and 2008. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.

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Noe, Raymond A., author. Employee training and development / Raymond A. Noe, The Ohio State University. — Seventh edition. pages cm ISBN 978-0-07-811285-0 (acid-free paper) 1. Employees–Training of. I. Title. HF5549.5.T7N59 2016 658.3’124–dc23 2015027006

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vivi

Traditionally, training and development were not viewed as activities that could help com- panies create “value” and successfully deal with competitive challenges. Today, that view has changed. Companies that use innovative training and development practices are likely to report better financial performance than their competitors that do not. Training and development also help a company develop the human capital needed to meet competitive challenges. Many companies now recognize that learning through training, development, and knowledge management helps employees strengthen or increase their skills in order to improve or make new products, generate new and innovative ideas, and provide high- quality customer service. Also, development activities and career management are needed to prepare employees for managerial and leadership positions and to attract, motivate, and retain talented employees at all levels and in all jobs. An emphasis on learning through training, development, and knowledge management is no longer in the category of “nice to do”—they are a “must do” if companies want to gain a competitive advantage and meet employees’ expectations.

Businesses today must compete in the global marketplace, and the diversity of the workforce continues to increase. As a result, companies need to train employees to work with persons from different cultures, both within the United States and abroad. Tech- nologies, such as social media, and tablet computers, such as the iPad, reduce the costs associated with bringing employees to a central location for training. At the same time, the challenge is ensuring that these training methods include the necessary conditions (practice, feedback, self-pacing, etc.) for learning to occur. Through the blended learning approach, companies are seeking the best balance between private, self-paced, technology- based training (such as online learning), and methods that allow interpersonal interac- tion among trainees (such as classroom instruction or active learning). Employees from the millennial generation are well versed in informal learning, especially through col- laboration facilitated by social media such as Facebook and Twitter. Also, their gaming experiences lead them to expect that learning experiences will be fun, multidimensional, challenging, and provide immediate feedback and rewards.

The role of training has broadened beyond training program design. Effective instruc- tional design remains important, but training managers, human resource experts, and trainers are increasingly being asked to create systems to motivate employees to learn, not only in programs but informally on the job; create knowledge; and share that knowledge with other employees in the company. Training has moved from an emphasis on a one- time event to the creation of conditions for learning that can occur through collaboration, online learning, traditional classroom training, or a combination of these methods. There is increased recognition that learning occurs informally, outside the boundaries of a for- mal training course.

Also, the employee-employer relationship has changed. Due to rapidly changing busi- ness environments and competition that can quickly cause profits to shrink and skill needs to change, companies are reluctant to provide job security to employees. At the same time, many employees are job hopping to find more challenging and interesting work or to maximize the value that they can get for their skills in the job market, and not making

Preface

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Preface vii

a long-term commitment to any company. As a result, both employees and companies are concerned with developing future skills and managing careers. Companies want a work- force that is motivated and productive, has up-to-date skills, and can quickly learn new skills to meet changing customer and marketplace needs. Despite the prevalence of job hopping, companies want to provide a work environment and training and development opportunities that will them the employer of choice for talented employees. Employees want to develop skills that not only are useful for their current jobs, but also are congruent with their personal interests and values. Given the increasing time demands of work, employees are also interested in maintaining balance between work and non work interests.

The chapter coverage of Employee Training and Development reflects the traditional as well as the broadening role of training and development in organizations. Chapter One, “Introduction to Employee Training and Development,” covers the role of training and development in companies. Chapter Two, “Strategic Training,” discusses how training practices and the organization of the training function can support business goals. Because companies are interested in reducing costs, the amount of resources allocated to training is likely to be determined by the extent that training and development activities help the company reach business goals. Topics related to designing training programs are covered in Chapters Three through Six. Chapter Three, “Needs Assessment,” discusses how to identify when training is appropriate. Chapter Four, “Learning and Transfer of Training,” addresses the learning process and characteristics of a learning environment. The chapter also empha- sizes what should be done in the design of training and the work environment to ensure that training is used on the job. Chapter Five, “Program Design,” provides practical suggestions regarding what can be done to facilitate learning and transfer of training before, during, and after a course or program. The role of knowledge management in facilitating learning and transfer of training is also discussed. Chapter Six, “Training Evaluation,” discusses how to evaluate training programs. Here, the student is introduced to the concepts of identifying cost-effective training, evaluating the return on investment of training and learning, and determining if training outcomes related to learning, behavior, or performance have been reached. Chapters Seven and Eight cover training methods. Chapter Seven, “Traditional Training Methods,” discusses presentational methods (e.g., lecture), hands-on methods (e.g., on-the-job training and behavior modeling), and group methods (e.g., adventure learn- ing). Chapter Eight, “Technology-Based Training Methods,” introduces new technologies that are being used in training. These technology-based training methods include e-learning, mobile learning, social media, simulations, serious games, massive open online courses (MOOCs), virtual worlds, and blended learning. Chapters Seven and Eight both conclude by comparing training methods on the basis of costs, benefits, and learning characteristics.

Chapter Nine, “Employee Development and Career Management,” introduces devel- opmental methods (assessment, relationships, job experiences, and formal courses). In addition, the use of development plans to help employees succeed in their self-directed or protean careers is highlighted. Topics such as succession planning and on boarding are discussed. Chapter Ten, “Social Responsibility: Legal Issues, Managing Diversity, and Career Challenges,” emphasizes the role that training plays in helping companies improve the communities where they are located by increasing the skill level of the work- force, helping provide jobs, and taking actions to help all employees grow and develop, regardless of their personal characteristics or career challenges. The chapter also dis- cusses compliance with laws that affect training and development, training partnerships,

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viii Preface

managing diversity, cross-cultural preparation, and how companies can help employees deal with career challenges such as balancing work and life, coping with career breaks such as taking time off for family or required military service, job loss, and retirement. Finally, Chapter Eleven, “The Future of Training and Development,” looks at how train- ing and development might be different ten or twenty years from now.

Employee Training and Development is based on my more than twenty-five years of teaching training and development courses to both graduate and undergraduate students. From this experience, I have realized that managers, consultants, trainers, and faculty working in a variety of disciplines (including education, psychology, business, and indus- trial relations) have contributed to the research and practice of training and development. As a result, the book is based on research conducted in several disciplines, while offering a practical perspective. The book is appropriate for students in a number of programs. It suits both undergraduate and master’s-level training courses in a variety of disciplines.

DISTINCTIVE FEATURES This book has several distinctive features. First, my teaching experience has taught me that students become frustrated if they do not see research and theory in practice. As a result, one distinctive feature of the book is that each chapter begins with a real-life vignette of a company practice that relates to the material covered in the chapter. Many examples of company practices are provided throughout the chapters. Each chapter ends with a real- life case and related questions that give students the opportunity to apply the chapter’s content to an actual training or development issue.

A second distinctive feature of the book is its topical coverage. The chapters included in Part Two, “Designing Training,” relate to training design (needs assessment, train- ing methods, learning and transfer of training, and program design and evaluation). Instructional design is still the “meat and potatoes” of training. Part Three, “Training and Development Methods,” covers the more exciting part of training and development—that is, training and development methods. But as the role of managers and trainers broadens, they are increasingly involved in helping all employees grow, develop, and cope with career challenges, as well as preparing high-potential employees for leadership positions. For example, managers and trainers need to understand generational differences in em- ployees’ career needs, career paths, cross-cultural training, diversity, outplacement, and succession planning—topics that fall outside the realm of instructional design. These top- ics are covered in Part Four, “Social Responsibility and the Future.”

The book begins with a discussion of the context for training and development. Part One includes chapters that cover the economic and workplace factors that are influencing trends in the training profession. One of these trends is that companies are emphasizing learning through formal training and development, knowledge management, and informal learn- ing. In addition, these chapters discuss the need for training, development, and learning to become strategic (i.e., to contribute to business strategy and organizational goals). Why? In successful, effective training, all aspects of training—including training objectives, meth- ods, evaluation, and even who conducts the training—relate to the business strategy. More and more companies are demanding that the training function and training practices sup- port business goals; otherwise, training may be outsourced or face funding cuts. Although students in business schools are exposed to strategic thinking, students in psychology and

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Preface ix

Computer Ethics Case Study

Introduction to the Therac-25 Major Case Study

This case study is designed to get you to think critically about the ethical issues inherent in our general use of and reliance on

technology. This semester-long activity will help reinforce these

concepts better than short look we take at other cases during the

course. The case study is designed to force students to evaluate peer work, as well as their own, with regards to ethical reasoning and

analysis (something that is stressed throughout the course). To

accomplish this goal, we are going to use the example of the Therac

25 machine, which was used for treating certain cancers. Early in the Therac 25’s use, patients in the U.S. and Canada were reporting burns

from the machine. Ultimately, some deaths occurred. Here is how the

major case study will work:

 

1. You will choose a client to defend: CMC, FDA, Hospitals, or Operators. See the note below about defending the Hospitals or

the Operators. The choice will be made during week 3 of the

course.

2. You will be tasked with defending the viewpoint of your client in the Therac case. An outline of your defense will be due at the

end of week 6.

3. During week 8 you will write a critique of a defense of one of the

other clients. The defense will be in the form of a Power Point presentation that will be provided along with the week 8 course

materials. Please note that you are NOT creating a Power Point.

You are writing a critique of an existing PP from a previous

semester. 4. Your full defense will be a paper that you will submit at the end

of the 2nd to last week of the course. The paper must, at a

minimum, include:

a. General background information on your client

b. The problem or issue that involved your client with regards to the Therac-25 machine

c. A detailed proposal regarding what can and should be done

to prevent this problem from happening (remedies)

d. An ethical analysis using Spinello’s Framework. This is the place where you stress that your client acted ethically.

e. A list of additional references, beyond the materials

provided in the course.

What you will find out as you investigate this case study and delve into

the inner workings are what really happened and why, and how the

ethical issues, and how they were approached by all interested parties,

 

 

shifted and blurred. The outcomes of the Therac 25 law suites are well

known and documented. The point of this case study is not to necessarily change that outcome but rather, it is to increase your

ability to conduct an analysis of the ethical issues given in any

circumstance in the real world.

To get a solid understanding of the Therac 25 problem and the ethical

issues involved, read the chapter sections from both of your textbooks

for this course that deal specifically with the Therac case. Additional

resources are provided in other sections for the Major Case Study. As an aside, we use the case of the Therac machine because it is well

documented and easy to understand. There are of course other cases

out there that are engaging and very interesting as well. The problem

is that many of these cases, such as cases that deal with free speech issues for instance, are difficult to argue because these cases are not

so cut and dried. Legislation is constantly being introduced that would

make it difficult to collect and analyze the necessary data to present a

convincing and conclusive argument within the time frame of this

course and within the legal skills necessary to make sense of the information. The interesting part of this case (with regards to our

course) is how you decide to build your case, and how well you argue

and present it.

NOTE: If you are defending the Hospitals or the Operators, you need

to defend them all. You don’t have to make your defense sound as

though there was only one Hospital, or only one Operator, but, you

can not just ignore one or several Hospitals or Operators to help your defense.

 

NOTE: Much of the material used in the presentation of this case

study were created by C. Huff, et. al, atSt. Olaf College under a grant

from the National Science Foundation. The material is used under the Education Fair Use Act.

Reflective Journal 4 – Chapter 4

Effective Practices in Early Childhood Education Building a Foundation

Su e Bredeka m p Early Childhood Education Consultant

Third Edition

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Library of Congress Cataloging-in-Publication Data Bredekamp, Sue. Effective practices in early childhood education : building a foundation / Sue Bredekamp, Early Childhood Education Consultant. — Third edition. pages cm Includes bibliographical references and index. ISBN 978-0-13-395670-2—ISBN 0-13-395670-9 1. Early childhood education—United States. 2. Child development—United States. I. Title. LB1140.23.B72 2015 372.21—dc23

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To Joe Bredekamp, for a lifetime of love, friendship, wonderful memories, and tolerance of craziness, and to Darby whose unconditional love enriches our lives every day.

Dedication

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About the author Dr. Sue Bredekamp is an early childhood education specialist from the Washington, D.C., area who serves as a consultant on developmentally appropriate practice, curricu- lum, teaching, and teacher education for state and national organizations such as NAEYC, Head Start, the Council for Professional Recognition, and Sesame Street. From 1981 to 1998, she was Director of Accreditation and Professional Development for NAEYC where she developed and directed their national accreditation system for early childhood centers and schools. Dr. Bredekamp is the editor of NAEYC’s best-selling, highly influential publi- cation, Developmentally Appropriate Practice in Early Childhood Programs.

Dr. Bredekamp is Chair of the Board of the HighScope Educational Research Foun- dation. She was a member of the National Research Council’s (NRC) Committee on Early Childhood Mathematics, which produced a landmark report, Mathematics in Early Childhood: Paths toward Excellence and Equity. Dr. Bredekamp serves on several advisory boards and is a frequent keynote speaker and author of numerous books and articles re- lated to standards for professional practice and teacher education. She has been a visiting lecturer at Macquarie University in Sydney, Australia; Monash University in Melbourne; University of Alaska; and University of Hawaii. She holds a PhD in Curriculum and In- struction from the University of Maryland. The McCormick Center for Early Childhood Leadership at National Louis University recognized Dr. Bredekamp with its Visionary Leadership Award in 2014. For 45 years, Dr. Bredekamp has worked for and with young children toward the goal of improving the quality and effectiveness of early childhood education programs.

About the contributor Dr. Kathleen (Kate) Cranley Gallagher is an educational psychologist and scientist at Frank Porter Graham Child Development Institute at University of North Caro- lina at Chapel Hill. She is a Clinical Associate Professor in the School of Education at UNC, where she teaches undergraduate and graduate early childhood professionals. Dr. Gallagher has herself been an early childhood professional for over 30 years; she has taught in and administered diverse programs for children birth to 8 years of age, with and without disabilities. Dr. Gallagher’s publications and applied work focus on developing, implementing and evaluating evidence-based interventions to support social- emotional well-being and development for young children, their families and early childhood pro- fessionals. Dr. Gallagher has served on state advisory panels, developing standards and assessments for early childhood education and health and is a founding member of the North Carolina Infant Mental Health Association. She developed Be Well to Teach Well, a program designed to support the well-being and of early childhood professionals. Dr. Gallagher is an accomplished teacher and frequently invited speaker nationally, and presented a keynote address at the International Preschool Teachers’ Conference in Hangzhou, China as a guest of Zhejiang Normal University. She delivered a TEDx talk, entitled, The Healthy Child: Assembly Required in which Dr. Gallagher argued that the single most important feat of construction that our society undertakes is the assembly required to build physically, emotionally, cognitively, and socially healthy children. She lives in Carrboro, North Carolina, with her husband, John, and enjoys time with her two adult children, Jack and Bridget.

iv

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v

In the previous editions of this book, I described the challenge of my first day of

teaching preschool in a child care center many years ago. It was the hardest job I have ever

had, primarily because my bachelor’s degree in English did not prepare me for it. I didn’t

know enough about child development, how and what to teach, how to communicate with

families, how to positively guide children’s behavior—the list goes on and on. Feeling com-

pletely incompetent, I seriously thought about not going back the next day. Then I realized

that although I had a choice not to return, the children did not. They deserved a better

teacher than I was at that time. As a result, I continued teaching, went back to school, and

set out to learn as much as possible about child development and how best to teach young

children. And I have been learning ever since. In short, my initial motivation in writing

this book was a personal one—to help ensure that new teachers get off to a better start

than I did and that the children do, too.

What do you think W.E.B. Du Bois meant by “life within the veil”?

Research Methods

 

 

 

Shamus Khan, Princeton University

Gwen Sharp, Nevada State College

 

 

 

 

 

 

 

 

Research Methods (Fall 2021 Edition)

2

Research Methods

S H A M U S K H A N , P R I N C E T O N U N I V E R S I T Y

G W E N S H A R P , N E V A D A S T A T E C O L L E G E

INTRODUCTION

The importance of being wrong

Research ethics

TYPES OF RESEARCH METHODS

Five common sociological methods

Choosing a method

DESIGNING A RESEARCH METHOD

From topic to question

Variables

Independent and dependent variables

From research question to hypothesis

Selecting a sample

CORRELATION & CAUSATION

Validity & Reliability

CONCLUSION

 

 

 

Research Methods (Fall 2021 Edition)

3

INTRODUCTION

 

 How do we “know” things about the social world?

 What principles guide ethical research on people?

For decades, scholars knew that people who had served time in prison are much less

likely to have a job than other people are, but we didn’t exactly know why. The answer may

seem obvious, but as it turns out, there are lots of possible answers. One is discrimination:

perhaps employers just don’t trust people who were incarcerated and don’t hire them. Or

maybe people with criminal records are somehow different than other job applicants—

perhaps they aren’t very interested in working, so they don’t search very hard for jobs or quit

more quickly if they don’t like their coworkers. Maybe they missed out on getting important

training and skills while they were in prison, so they aren’t as qualified as other job applicants.

Or they might have trouble following rules, so they get fired.

Which explanation is correct? Are several of them accurate? How would we know?

Devah Pager studied this question as

a graduate student. She conducted an audit

study to look for an answer.1 She sent young

people to apply for jobs to see who was

most likely to get an interview; two people

applied for each position. She created fake

resumés for them to use with fake

qualifications that were similar, with one

exception: whether or not they had a (fake)

criminal record for a non-violent drug offense

(she also used Black and White applicants, to

see whether race mattered; you’ll learn

more about that in another chapter).

The advantage of an audit study is that if everything about the applicants is carefully

matched except one characteristic, then any differences you see must be explained by the

one thing that was different—in this case, whether applicants said they had a criminal history.

And Pager found that it mattered: having a criminal record affected the applicants’ chances

of getting an interview. Even though their qualifications were the same, applicants who

revealed their criminal record were less likely to be called back for an interview.

When Pager decided to use an audit study, she was following a particular method—a

study design that allows us to systematically investigate the world and be relatively certain

that we arrive at accurate conclusions. Sociology is a social science, and a critical aspect of

any science is that there are agreed-upon ways to generate knowledge. This sets science

apart from other ways of explaining the world, such as common sense or religious faith. At the

(Source)

 

https://www.flickr.com/photos/124247024@N07/14110060693/in/photolist-nuRKsv-23Pve3Z-7xGorg-8VMg6Y-Ac9xrk-9msY3-MxxEd-5xfD26-dHEM15-6hBBiq-V8ShRG-5wN1P-rrR8R-VbHKBe-7mFcCc-7AwCP5-e38kBK-6DdEMk-pE8jF2-8y32yB-7X8568-dcygb8-9eVrd5-8Db3Qj-6NQYVE-cudkY5-rcmt6F-7jmggw-rrRaJ-oVvcjs-7exg6v-evP4R4-aTw5yz-n31DSB-97JozV-63FdQ2-4F8vQz-58TJeU-jyLZ2M-7frF9c-BgYog6-6P6p4X-7Axbse-prj7fc-8whNrL-7C1sNN-22z4nyj-yZ7zPE-6gJgNh-hB8eFt

 

Research Methods (Fall 2021 Edition)

4

core of scientific methods is a particular research attitude: skepticism. No matter who makes a

claim, and even if it seems to make sense, the job of scientists is to be skeptical of the claim

and to try to find problems with it.

All scientific studies of the social world share a key feature: scholars work hard to find

evidence that our conclusions are wrong. This may seem confusing – don’t we want to show

that our conclusions are right? But this is how scientific knowledge advances: it’s not enough

to provide evidence that a claim is right; you must search for evidence that it’s wrong. We’re

never absolutely certain that our claims about the social world are correct, but the more times

we try to show that our claim is wrong and can’t do it, the more comfortable we can be that

our explanation is correct. Whether we’re testing subjects in a lab or wandering the hallways

of a school observing how students and teachers interact, the basic approach is the same: we

look for other potential explanations for what we observe, or any evidence that our claim isn’t

accurate.

Remaining skeptical and considering other explanations can help us avoid confirmation

bias, the tendency we all have to look for and accept information that reinforces what we

already believe.2 Confirmation bias is a basic part of our psychology. We don’t do it on

purpose, and usually we aren’t aware it’s happening. But confirmation bias can lead us to

quickly accept information that matches our existing theories or beliefs, while we remain

doubtful about, or fail to notice, evidence that contradicts what we already think. The

scientific emphasis on searching for evidence that a claim is wrong can help us address this

bias in our thinking as we try to explain the social world around us.

Research ethics

The most essential consideration of any research project should be ensuring the project

is done safely and ethically. Research ethics are important for all research, but they are

especially crucial when you are conducting research on people, or human subjects.3

Unfortunately, scientists haven’t always agreed on what makes research ethical, and

they don’t always design ethical research projects. The most infamous cases involve medical

research. For instance, during World War II, German researchers (mostly doctors) conducted

painful and often deadly experiments on people imprisoned in Nazi concentration camps;4

the prisoners were forced to take part, and the experiments left them with burns, wounds, and

other injuries. Aside from the horrific suffering and death they caused, many of these

experiments had little or no scientific value; they didn’t help scientists cure diseases or

otherwise benefit humanity.

After the war ended, many of these researchers were criminally charged and

convicted. The international outrage at what the Nazi experimenters had done led to the

establishment of the Nuremberg Code in 1948, which outlined basic ethical principles for

research on people.5 The first, and perhaps most important, principle is that people who take

part in research must voluntarily consent to do so; they cannot be forced. The Code also

established other key ethical rules, including the following:

 

 

Research Methods (Fall 2021 Edition)

5

 Researchers should avoid all unnecessary physical and mental suffering and injury to

subjects;

 The degree of risk to subjects has to be justified by the likely benefit to humanity of the

knowledge gained from the research;

 Subjects must be free to stop participating at any time;

 If researchers discover their project poses serious risks to human subjects, they must end

the project immediately.

Despite these clear

principles, researchers

sometimes ignored the

guidelines. The Tuskegee Syphilis

Experiment, conducted in

Alabama from 1932 to 1972,

looked at how the symptoms of

syphilis developed over time if

left untreated.6 Researchers from

the U.S. Public Health Service

used hundreds of poor Black

men in rural Alabama as their

subjects. They never told the

men that they had syphilis—they

said they had “bad blood.”

Worst of all, after 1947 there was

a treatment for syphilis: penicillin

could completely cure it in the early stages. Even after the establishment of the Nuremberg

Code in 1948 and its acceptance by the U.S. scientific community, the Tuskegee study

researchers didn’t tell their subjects about the cure or offer them penicillin; they let the men’s

syphilis progress so they could see what happened. Many of the men died when they could

have been cured. Others gave the disease to their female partners, who transferred syphilis to

their children during pregnancy, leading to lifelong complications including seizures and

blindness. The study finally ended in 1972 when a whistleblower reported the project.

The Tuskegee experiment’s lingering impacts came up as a major concern during the

COVID-19 outbreak as public health experts tried to convince people to get tested and, later,

vaccinated. Doctors and others working in Black communities worried that the legacy of the

Tuskegee experiment would make it harder to convince Black Americans to now trust the

medical establishment on the best way to address COVID-19.7 The harm of unethical research,

they argued, isn’t just in the suffering of those directly affected by the study, but in the anger

at and lack of trust in scientists and medical experts that may last for decades. The

understandable mistrust Black communities may feel as a result of past unethical research

could make it harder to effectively treat health issues today. Public health officials worried that

Doctor drawing blood from a patient as part of the Tuskegee Syphilis

Study. (Source: National Archives, Atlanta, GA.)

 

 

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this would lead to more outbreaks of COVID-19 among African Americans, which could then

lead to higher numbers of hospitalizations and deaths among them than in other racial

groups.

However, other researchers found that African Americans’ concerns about the vaccine

were driven by many of the same factors causing other groups to be hesitant—a concern

about its safety or a broader mistrust of how it had been so quickly developed under President

Trump’s administration—and that we should be careful about assuming that African

Americans’ mistrust or hesitancy about medical issues is only rooted in unethical research that

happened in the past.8 Doing so can allow us to see research ethics as part of history, rather

than confronting more recent problematic research as well as unequal treatment in the

medical system that may affect how different racial groups feel about, and how much they

trust, doctors and other healthcare providers today.

There are many other examples of unethical research.9 As a result of such ethical

failures, today federal guidelines attempt to protect research subjects.10 Though most of these

guidelines were established primarily to cover medical research, regulations also cover social

science research. A key requirement is informed consent. This means that all human subjects

must be informed about the research project, including any likely risks, before they agree to

participate. For a participant to give informed consent, they have to fully understand the risks

(and possible benefits) of the research.

While the problems with unethical medical research can appear obvious, it can be

harder to imagine how social scientists could hurt participants. But social scientists often

collect sensitive information about people, and it could be harmful if that information is

released. For instance, imagine you were interviewing married subjects about whether they

had ever had an affair. That information could be very harmful if you released it in a way that

allowed readers to figure out the identities of your participants. It could potentially affect their

reputations in the community or end their marriage, and could also be very embarrassing and

upsetting for their spouse, who wasn’t even a participant in your study. For sociologists,

protecting the privacy and identities of participants is essential; we must make sure that the

research findings we publish do not put participants at risk by releasing private information

that could hurt them.

 

 

 

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TYPES OF RESEARCH METHODS

 

 What are the benefits of experiments, surveys, participant observation, historical analysis,

and content analysis?

 What are the weaknesses of each of these methods?

 How do we choose a particular method?

As you plan your research project, you will decide how to collect your data and what

types of data you’ll collect. Data generally fall into two categories: quantitative and

qualitative. Quantitative data come in the form of numbers and reflect quantities or amounts.

Qualitative data aren’t numbers; they usually reflect general themes and might include

transcripts from interviews, survey questions that ask people to explain something in their own

words, or detailed notes from visiting a particular place to observe it. Each of the methods we

review below can produce both quantitative and qualitative data. While some researchers

prefer one or the other, in reality many use a mixture of both.

Five common sociological methods

At the beginning of this chapter, we described Devah Pager’s audit study. Audit studies

are one type of experiment, a research method in which characteristics or behaviors are

carefully controlled. By controlling the environment, researchers can isolate the impacts of the

one characteristic that changes. Perhaps we want to know whether people feel more anxious

after looking at their friends’ social media accounts. We might bring people into a lab and

give them a short survey to measure how anxious they are. We could then have them scroll

through their friends’ social media accounts for 15 minutes and give them the anxiety survey

again afterward. Since nothing else happened during the study, if we find they’re more

anxious after looking at social media than they were before, we can presume that viewing

their friends’ posts increased their anxiety.

Experiments can be extremely useful because they allow us to carefully study the

impact of one thing at a time. Because we can control what happens to subjects, we can

make sure that the only thing that changes is the item we’re interested in. But there are

downsides to experiments, too. Especially for those that take place in a laboratory

environment, researchers may wonder whether the situation was realistic. Would we see the

same effect in the “real world” outside of the carefully-controlled lab? It’s possible that a

relationship that appears in an experimental setting wouldn’t work the same way in our

everyday lives, where we’re never affected by just one factor at a time. Finally, because

experiments give researchers so much control over subjects, it’s especially important to think

about ethical issues when designing them.

 

 

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You may never have taken part in an experiment. But there’s a very good chance

you’ve participated in surveys, or sets of questions that subjects answer. They may be

conducted in person or sent through the mail, but increasingly surveys are completed over the

phone or online. During the 2020 U.S. presidential campaign, you may have received phone

calls asking you to rate how concerned you were about different issues or how likely you were

to vote for a particular candidate. Or maybe you’ve been asked to complete a satisfaction

survey after contacting a customer service office, rating your feelings from “very satisfied” to

“very unsatisfied.” Because so many groups use surveys today—including social scientists,

marketers, political campaigns, companies, and more—you’re likely to encounter them

frequently.

Surveys are a very common

method because they’re a relatively

cheap and quick way to get lots of

information from large groups of

people. That can give us a good

idea of widespread patterns, as well

as differences between groups (for

instance, we might get different

survey responses from men and

women). But surveys can have

problems, too. A common issue is

low response rates; that is, only a

small proportion of people you try to

contact complete the survey

(perhaps because they’re frustrated

from receiving so many requests to complete surveys!). Another problem is wording issues.11

The way you write questions can affect the answers you get. For instance, one group of

political scientists found that people responded differently when asked about “gay or lesbian”

rights than when asked about “homosexual” rights;12 because people tend to feel more

negatively about the word “homosexual,” using it can change how they respond on surveys.

As you read other chapters in this text, you’ll encounter several descriptions of

participant observation.13 In this method, the researcher spends time among a group, directly

observing and participating in that social world. This can mean moving to another country to

live among a different culture, but you can also do participant observation closer to home. For

instance, as she describes in the book Class Acts, sociologist Rachel Sherman worked at the

front desk of two expensive hotels in the U.S. to study how the hotels ensure that their wealthy

guests feel pampered.14

The benefit of participant observation is that it allows researchers to collect a lot of

extremely detailed information about social life in a particular group; we can learn what

people do, how they interact, and what they think about those interactions. Sherman learned

Researchers may visit public places and collect survey responses on

the spot. (Source)

 

https://www.flickr.com/photos/universityofessex/15777192611/in/photolist-aUZBx-brgpJr-brgoJM-deNv91-8kYb6M-pKXuNs-7TY9mp-q3beGg-q3bbYv-p6B5gV-cfAzBE-7iMGuo-SNh8QA-p6yjcC-q3tNH3-UikBjX-q3kPuc-q3tQnq-tmG64-q3kMVk-q1foyJ-Fi12P-4PFY7z-dXpX12-6zwkZq-txJrbN-4uqGE-T4JrQR-6zwkob-7bGH1d-7JiWzT-4PLtTf-6GZj8d-pbQi2W-Gzq4A-4PFYqx-2U9Xi-pt3G2p-4PLnp7-pyTpW6-dhst2-Gzqyj-6vhZUd-6vi3tL-6vdR44-4PG8Lt-pyVt4Y-6vdPBg-GztD4-4PLjgS

 

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about the tactics hotel employees engaged in to create a “luxury” experience. For instance,

room service waiters took notes on how hotel guests like their food served and gift store clerks

kept track of any special requests from guests. This information was entered into a computer

database, allowing one guest to receive her papaya cut exactly the way she wanted without

having to ask each time and another to have his favorite cigarettes waiting in his room on

future visits, though the hotel didn’t normally stock that brand. Observing and actively

participating in life at the hotel allowed Sherman to understand the intricate ways hotel

employees attended to the needs and preferences of their wealthy guests, making the guests

feel valued and effortlessly pampered.

However, participant observation can be

time-consuming and expensive (especially if you

have to move somewhere specifically to do your

research). It may take years to earn the trust of a

group and feel confident that you truly

understand the social world you’re studying

(especially if there are language barriers). And

you’ll only gather data on a small number of

people; you can’t realistically get to know and

talk to thousands of people. This can lead to

questions about whether your findings apply

outside of that small group.15 Finally, two related

methods are historical analysis and content

analysis.16 These methods involve analyzing

existing sources (such as historical records, media stories, or episodes of TV shows) to find key

themes. Sociologists Erin Hatton and Mary Nell Trautner completed a content analysis of Rolling

Stone cover photos, looking at how men and women were sexually objectified by the

magazine.17 Analyzing nudity, poses, and the focus of the photography, they found that

sexualization of both men and women has increased over time, but that women are still

sexualized more often, and to a greater degree, than men. In his study of suicide, Émile

Durkheim used historical death records from towns across France to see how frequently suicide