Goals

• Show you how to conduct observational research in order to examine various issues.

• Easy and cheap!– All the tools you need to collect and analyze the data

you probably already have.

• Hands on!

• Fun!

Outline• Different types of observational methods

• Commonly used statistics in observational research

• Project I: Self-Report Behavior

• Project II: Multiple Behavioral Observations

• Project III: Single Behavioral Observations

• Project IV: Using Internet Personals to Study Smoking and Drinking

• Project V: Using Internet Chat Rooms to Study Smoking, Drinking, and Romance

• Project VI: Naturalistic observations

How can we study a person’s behavior?

• All science begins with observation– Called data

• For the scientific study of behavior what kinds of observations can you make?

Observation

• Ask a person about his or her behavior

• Ask others about the person’s behavior

• Look at a persons life

• Look at what a person actually does

“S” data

• Ask a person about his or her behavior– “Self data”

Activity

• In groups:

• Create a 5-item questionnaire designed to measure a behavioral characteristic

– Note: Almost every “personality trait” has a behavioral element!

– e.g., extraversion

“S” data

• Face validity– It appears to measure what it is suppose to

measure

“S” data

• Pros:

• Easy and inexpensive

• Best expert

“S” data• Compare yourself to the average teacher

1= Much lower than average2= Somewhat lower than average3=Average4 = Somewhat higher than average5 = Much higher than average

1) Intelligent2) Friendly3) Kind4) Giving5) Responsible

“S” data

• Cons:

• May not be able to tell you– Self-serving bias

• May not tell you

• Overused

“I” Data

• Ask others about a person’s behavior– “Informant data”

“I” Data

• What about me?– Small groups

• What about a boyfriend / girlfriend?

“I” Data

• Pros:

• Large amounts of information– I data about boyfriend / girlfriend– Have seen hundreds of behaviors– Agreement between judges and self

• Real world– Based on observations in the real world, not just the

lab

“I” Data

• Cons:

• Limited information– Not with a person all the time

• Act differently around different people

– Limited due to “private life”

“I” Data

• Cons:

• Errors and biases– Some behaviors stick out more than others

– Biases can be “good” or “bad”, but not accurate

“L” Data

• Look at a persons life– “Life data”

“L” Data

• Have you been married?

• Ever been to jail?

• Are you employed?

• How many siblings do you have?

“L” Data

• Pro:

• Real life importance

– Predict drug use in children– Predict criminal behavior– Examine birth order effects

“L” Data

• Con:

• Multiple causes

– Is personality the only cause of drug use?– Is birth order the only cause of your behavior?

“B” Data

• Look at what a person actually does– “Behavioral Data”

• A good way to learn about personality is to watch what a person actually does!

“B” Data

• “Riverside Behavioral Q-Sort”

• A measurement device created to quantify various inter and intrapersonal behaviors.

“B” Data

• Smiles frequently• Initiates physical affection• Is reserved and unexpressive• Expresses agreement frequently• Exhibits social skills• Behaves in a timid manner• Shows physical signs of anxiety• Speaks sarcastically• Exhibits an awkward interpersonal style• Tries to control the interaction

• Says negative things about self

• Expresses self pity

• Expresses guilt

• Keeps parents at a distance

• Acts irritated

• Seems detached from the interaction

• Expresses insecurity

Neurotic

• Says negative things about self

• Expresses self pity

• Expresses guilt

• Keeps parents at a distance

• Acts irritated

• Seems detached from the interaction

• Expresses insecurity

“B” Data

• Two ways to collect B data

• Natural– Observe people in real life contexts

• Beeper studies• Bar studies• Diary studies• Video Camera• The “EAR”

The EAR

“B” Data

• Two ways to collect B data

• Contrived / Lab– Observe people in artificial situations

• Current study

Same-sex interactions

Frustration

Distrust

“B” Data

• Pro:

• Objective and quantifiable

– Direct observations mean less error and bias

“B” Data

• Cons:

• Unclear meaning

– The “psychological” meaning of a behavior might be unclear

– Why might someone smile?

How can we study a person’s behavior?

• Ask the person (S data)

• Ask others about the person (I data)

• Look at the persons life (L data)

• Look at what the person does (B data)

• “BLIS”

Statistics

Correlation

Smile Talk

Jerry 10 5

Elan 6 1

George 8 3

Newman 9 4

Kramer 7 2

Positive Correlation

Smile Talk

Jerry 10 5

Elan 6 1

George 8 3

Newman 9 4

Kramer 7 2

Positive Correlation

0

2

4

6

8

10

12

1 2 3 4 5

Talk

Smil

e

Positive Correlation

0

2

4

6

8

10

12

1 2 3 4 5

Talk

Smil

e

r = 1.00

Positive Correlation

0

2

4

6

8

10

12

1 2 3 4 5

Talk

Smil

e

. .. .

r = .64

.

Frown Talk

Jerry 10 2

Elan 6 6

George 8 4

Newman 9 3

Kramer 7 5

Frown Talk

Jerry 10 2

Elan 6 6

George 8 4

Newman 9 3

Kramer 7 5

Negative Correlation

Negative Correlation

0

2

4

6

8

10

12

2 3 4 5 6

Talk

Fro

wn

r = - 1.00

Negative Correlation

0

2

4

6

8

10

12

1 2 3 4 5

Talk

Fro

wn

.

.

. .. r = - .85

Gas in car Talk

Jerry 10 8

Elan 6 9

George 8 3

Newman 9 4

Kramer 7 3

Gas in car Talk

Jerry 10 8

Elan 6 9

George 8 3

Newman 9 4

Kramer 7 3

Zero Correlation

Zero Correlation

0

2

4

6

8

10

12

3 4 5 6 7 8 9

Talk

Gas

in c

ar

.

... .r = .00

Correlation Coefficient

• The sign of a correlation (+ or -) only tells you the direction of the relationship

• The value of the correlation only tells you about the size of the relationship (i.e., how close the scores are to the regression line)

• Correlations and cause and effect

Excel Example

• Which is a bigger effect?

r = .40 or r = -.40

How are they different?

Practice

• Do you think the following variables are positively, negatively or uncorrelated to each other?

• Alcohol consumption & Driving skills• Miles of running a day & speed in a foot race• Height & GPA• Forearm length & foot length

Project I – Self-Report Behavior

Practice

• 1) Complete Questionnaire #1

1) I often drink alcoholic beverages at social gatherings.

2) I often smoke cigarettes.

Disagree strongly

Disagree

a little

Neither agree nor disagree

Agree a little

Agree

Strongly

1

2

3

4

5

Big-Five Inventory

• Big-Five Inventory

E1, 11, 16, 26, 36 R 6, 21, 31

A7, 17, 22, 32, 42 R 2,12, 27, 37

C3, 13, 28, 33, 38 R 8, 18, 23, 43

N4, 14, 19, 29, 39 R 9, 24, 34

O5, 10, 15, 20, 25, 30, 40, 44 R 35, 41

R1 = 52 = 43 = 34 = 25 = 1

Agreeableness

Trust

Straightforwardness

Altruism

Compliance

Modesty

Tender-mindedness

Obi-Wan Kenobi -- This loyal, kind, and honorable young Jedi is a good man.   

Emperor Palpatine -- An evil, power hungry tyrant, he is manipulative, evil, and ruthless.

Extraversion

Warmth

Gregariousness

Assertiveness

Activity

Excitement seeking

Positive emotions

Lando Calrissian -- An energetic, sociable man. He is adventure seeking, talkative, and socially skilled.   

Wampas -- reclusive creatures of the ice planet Hoth. They are rarely seen & generally shy, leading a solitary existence

Conscientiousness

Competence

Order

Dutifulness

Achievement striving

Self-discipline

Deliberation

Admiral Ackbar -- This rebel Admiral is renowned for his great powers of organization, responsibility, and administrative abilities. He is individual who can be relied upon.   

Han Solo -- This disheveled and scruffy smuggler leads a reckless and haphazard life, with little respect for rules and procedures.

Neuroticism

Anxiety

Angry hostility

Depression

Self-consciousness

Impulsiveness

Vulnerability

Princess Leia -- A confident & calm individual who does not crack under pressure (e.g.,. when being threatened by Lord Vader). She is brave and relaxed, even when in great danger (e.g., when disguising herself as a bounty hunter to gain access to Jabba the Hutt’s palace).   

Tusken warriors -- These inhabitants of Tatooine are unpredictable, temperamental, and excitable, and known to be especially moody.

Openness to Experience

Fantasy

Aesthetics

Feelings

Actions

Ideas

Values

Yoda -- This wise, philosophical, and thoughtful Jedi master challenges the establishment, encouraging his pupils to unlearn what they have learned and see the world in novel, creative ways.   

C-3PO -- This droid versed in political protocol of thousands of cultures is governed by rules and prefers not to meddle with the ways and traditions of his hosts.

The Big Five

• Also known as the Five-Factor Model

• Extraversion• Agreeableness• Conscientiousness• Neuroticism• Openness to Experience

• OCEAN

Next

Collect data

Enter data

Analyze data

=CORREL(Array1, Array2)

=CORREL (A2:A9, G2:G9)

Looking at what a person actually does

• Types of Observational Research

• Laboratory Research

• Internet Research

• Naturalistic Research

Project II – Multiple Behavioral Observations

Perceiving Others

• Am I:• Extraverted?• Agreeable?• Conscientious?• Open to experience?• Neurotic?

• A drug user?

Perceiving Others

• Why do you think that?

ME YOU

ME YOUTalkative

ME YOUTalkative

Hand gestures

ME YOUTalkative

Hand gesturesEnergetic

Assertive

Sociable

ME YOUTalkative

Talkative

Hand gesturesEnergetic

Assertive

Sociable

ME YOUTalkative

Talkative

Hand gestures Hand gestures

Energetic

Energetic

Assertive

Sociable

Smiles

ME YOUTalkative

Talkative

Hand gestures Hand gestures

Energetic

Energetic

Assertive

Sociable

Smiles

Target Perceiver

ME

Talkative

Hand gesturesEnergetic

Assertive

Sociable

Target

Questions

• How does an extravert behave?

• How does an agreeable person tend to behave?

• How does a person who smokes tend to behave?

RBQ questionnaire

Procedure

• Participants coded 64 different social behaviors on a 1 - 5 scale as to the degree they agreed the participant exhibited that behavior

• 1 = disagree strongly to 5 = agree strongly

Enter data!

Analyze data

• Excel

How many behaviors do you need to code?

• These previous examples coded many behaviors

• Pro:– Very rich data– Good if your not 100% sure what to expect

• Con– Takes a long time– Can sometimes produce confusing results

• Sometimes – if you have a specific question –you might only need to code a single behavior

Project III – Single behavioral observations

• Relating questionnaires to single behavioral observations in the lab.

Questionnaire

Data Sheet

Subject SM Score Acting

1

2

3

4

5

6

7

Say

• “I am going out now, I won’t be back all day. If anyone comes by, just tell them I’m not here”

• Happy• Sad• Mad

• How good of an actor is this person?– Rate 1-10 (1= bad actor; 10= great actor)

Self-Monitoring

• How much do you “monitor” your social setting and alter your behaviors accordingly

• High SM – Monitor every situation– Look for cues how to act, alter behavior

• Low SM– Consistent behavior regardless of situation

Self-Monitoring

• Related to smoking in youths

• Specifically, youths who think it is normal to smoke and are high SM are 3.5 times more likely to smoke!

Self-Monitoring

• Other findings (just for fun):

• Video tapped group discussion• High SM interview better for jobs• High SM more likely to lie to go on dates• High SM pleasure self more often

Current question: Are high self-monitors better actors?

Excel

Observational Research on the Internet

• Pros:• Cheap• Easy• Huge samples• New and interesting “world”• People are more free to express themselves

• Cons:• Not necessarily the “real world”• Easy to deceive

Internet Use• In the United States, over 100 million people have access to the

Internet

• Frequent uses of the Internet:– Conduct business– Keep in touch with friends– Seek emotional support– Search for romantic partners

• Ways to communicate via the Internet:– Email– Web pages– Blogs– Chat rooms

“Cyberspace Culture”(Markey, Wells, & Markey, 2001; 2003)

• Affords the opportunity to be completely anonymous

• Physical appearances and non-verbal cues are virtually non-existent

“Cyberspace Culture”(Markey, Wells, & Markey, 2001; 2003)

• Humans are still responsible for sending and producing the text that others read

• Traditional methods and models of personality and social psychology should continue to find support in this medium (Markey, 2000, Markey et al., 2001; 2003)

Internet Love

All 28-year-old Trevor Tasker wanted to do was fly to South Carolina, meet up with his Internet love and get married. Instead, he finds himself still single. It turns out the 30-something woman he met and wooed over the Internet is really…

Associated Press (2000)

a 65-year-old woman jailed earlier this month after authorities found the body of her former roommate in a freezer at her home.

Associated Press (2000)

Internet Love

Internet Love

“I will never go on the Internet again. You just can’t tell who you are talking to on that thing.”

–Trevor Tasker

Associated Press (2000)

Is it possible to judge personality on the Internet?

Internet Love

Participants

• One-on-One Condition– 84 participants– 71% female 29% male

• Group Condition– 72 participants– 72% female 28% male

Markey & Wells, 2002

The Five-Factor Model of Personality

Extraversion – sociability, excitement-seeking, assertiveness

Agreeableness – altruism, friendliness, kindness

Conscientiousness – organization, responsibility, planfulness

Neuroticism – anxiety, hostility, depression

Openness – aesthetic sense, curiosity, intellect

One-on-One Condition

• Participants were run in groups of six

• Three participants in Room A

• Three participants in Room B

One-on-One Condition

• Each participant in Room A interacted with each participant in Room B

• Each dyadic interaction lasted 15 minutes

• Participants were allowed to discuss anything

hey whats upHi do your finger tips hurt yet? :)no im just really tirewhat about youNot much going on here. I feel like a caged animal here behind that curtaindo you chat on line a lotNo, this is my first time. I’m really slow with typing so forgive me.its okaybut this is basically what it is like to chat onlineIs it?except you have a lot of guys ask you to have cyber sex with them

Group Condition

• Participants were run in groups of six

• Three participants in room A

• Three participants in room B

• All six participants interacted in a single chat room for 15 minutes

Self-Judge Agreement One-on-One Group

Extraversion .33*

.11

Agreeableness -.08

.02

Conscientiousness .03

.04

Neuroticism .01

-.10

Openness .31*

.09

* p < .05

Web pages

• Can a “home page” tell us something about the author’s personality?

Method

• 89 Web pages were collected.

• 11 Judges guessed the personality of the person who made the web page using the Five-Factor Model– Extraversion– Agreeableness– Conscientiousness– Neuroticism– Openness to Experience

Method

• People who made the web pages were emailed and asked to provide a measure of their own personality– Extraversion– Agreeableness– Conscientiousness– Neuroticism– Openness to Experience

Results

Extraversion .26

Agreeableness .31

Conscientiousness .35

Neuroticism .21

Openness to Experience .42

Internet Personal Ads• I am very energetic, have a

great sense of humor, honest, thoughtful, romantic and love to cook. I am looking for someone who is romantic, outgoing, has a great sense of humor and of course likes kids and animals. If you are out there maybe we can get together and talk.

Internet Personal Ads

• I'm a very honest and true person who is down to earth. I'm sensitive with a big heart yet strong minded with lots of ambition. I have a lot of love inside to give to the right person.I'm a one man women who is very faithful and committed.

Internet Personal Ads

• Because I am a professional individual, I don`t believe in dating at the office to avoid "politics and rumors." Just got back into the dating loop, (just broke-up) But, Just got a new convertible! Want2go4 a ride?

Internet Personal Ads

• . . I enjoy dining out occasionally, "in" is where I prefer, hands down. When you have a pool table, air hockey, swimming pool, jacuzzi, and a karaoke "system" (not machine) at your disposal, you tend to be content staying home for the most part. I work hard for what I have. . . .

Results

• Top 3 qualities men and women look for

• Intelligence

• Kindness

• Love

Results

• Women tend to seek: (Provider characteristics)

• Tall and strong– 80% say they want a male over 6 feet

• Good earning potential

• Older males

Results

• Men tend to seek (Child bearing characteristics):

• Younger women

• Attractive– Full lips, clear and smooth skin, clear eyes,

lustrous hair, and good muscle tone

What are some basic characteristics of smokers?

• Age?

• Gender?

• Income?

• Attractiveness?

What are some basic characteristics of drinkers?

• Age?

• Gender?

• Income?

• Attractiveness?

Project IV – Observational research using Internet personal ads

YAHOO!

• Click “Personals”• Click “Signup”• Enter information

– 1) Be a Female seeking a male• Remember your password and name – we will be using it again!

• You are ready!• Enter age range “18 to 99”• Create and complete a data sheet

– Collect 10 “male” ads• Do not record “I don’t want to say” smoking/drinking ads

Income Attractive Smoke Drink Gender

Less than 24,000 = 1 Rate 1 - 10 No = 1 No = 1 Male = 0

25,000 - 34,999 = 2 Socially = 2 Socially = 2 Female = 1

35,000 - 49.999 = 3 Daily = 3 Daily = 3

50,000-74,999 = 4

75,000-99,999 = 5

100,000 - 149,99 = 6

More than 150,000 = 7

Codes

YAHOO!

• Click “Personals”• Click “Signup”• Enter information

– 1) Be a male seeking a female• Remember your password and name – we will be using it again!

• You are ready!• Enter age range “18 to 99”• Create and complete a data sheet

– Collect 10 “female” ads• Do not record “I don’t want to say” smoking/drinking ads

Analyze Data

• Correlate smoking with age, income, attractiveness

• **Correlate smoking and gender

• Correlate alcohol with age, income, attractiveness

• **Correlate alcohol and gender

Internet Advertisements

• Webpage

Internet Advertisements

• Webpage

Internet Advertisements

• Email

• “Want to go to Hawaii for little money? To start your tropical vacation click here to find out more information.”

The “Foot-in-the-Door” Technique

• A technique which increases compliance with a large request by first getting compliance with a smaller, related request

• Example: – People are first asked to wear a tiny button

supporting a worthy cause – Later they are asked to put a billboard on their

lawn

Foot-in-the-Door

FIRST STEP SECOND STEPTACTIC

Gain Target’s Compliance With a Small

Request

Foot-in-the-Door

FIRST STEP SECOND STEPTACTIC

example: “Would you

sign a petition to help feed starving ex-

CEOs?”

Gain Target’s Compliance With a Small

Request

Foot-in-the-Door

FIRST STEP SECOND STEPTACTIC

Would you sign a petition to

help feed starving ex-

CEOs?

Make A Related, Larger Request

“Would you work for 2

weeks in the CEO soup kitchen?”

The Foot-in-the-Door Technique

0

10

20

30

40

50

60

Percent That

Complied

Intrusive Only Initial, then Intrusive

Request Made

Does the “foot in the door” work online?

• 200 people were observed in Internet Chat rooms

• 100 people (intrusive only)

– Randomly selected– Asked “Hi, my name is Chris. I don’t think my email is working. Can

you send me an email to chrissmith@hotmail.com?”

• 100 people (initial, then intrusive)

– Randomly selected– Asked “Hi, my name is Chris. Can you tell me how to check someone’s

profile?”– Next, asked “I don’t think my email is working. Can you send me an

email to chrissmith@hotmail.com?”

The Foot-in-the-Door Technique

0

5

10

15

20

25

30

35

40

Percent That

Complied

Intrusive Only Initial, then Intrusive

Request Made

• My God, there’s something I haven’t mentioned, but it’s a very important part of the equation. The people I’m mourning the loss of, I’ve ejected from my life. Kitty had to endure my going to jail twice and being embarrassed in front of her parents. Amanda I murdered because her mother stood between us. . . . Okay, Larry, what do you mean, you murdered your daughter? Is this emotional hyperbole or cold fact? And are you getting professional help? Worriedly, Elisa

• OK, it seems to me that there’s a great deal of risk to this; my email can be traced, I’ve been wide open about my identity. But somehow I’ve unintentionally left the impression that I’m flailing myself for some sort of weird self-gratification. Maybe I do that to some extent. But when I talk about killing my daughter, there’s no imaginative subcomponent.

• I suffered for years trying to get custody of her after her mother divorced me. When I did, I still had to deal with her mother’s constant attempts to take her back. I had the upper hand; in fact, her mother gave up her summer custody just before I killed Amanda. . . . . .I let her watch the videos she loved all evening, and when she was asleep I got wickedly drunk, set our house on fire, went to bed, listened to her scream twice, climbed out the window and set about putting on a show of shock, surprise and grief to remove culpability from myself. Dammit, part of that show was climbing in her window and grabbing her pajamas, then hearing her breathe and dropping her where she was so she could die and rid me of her mother’s interferences.

• Whew Larry — I for one have been thinking about your post just after you wrote it and I happened to be on line. I guess I feel that I should say something — even though I am not one that has been corresponding much with you recently but because I am a pediatrician and a mother.

• I must admit to being a little confused in that I’m not sure, other than numbing the situation, what role that alcohol played in this. What you described does not sound rational — even in drunkeness and I suspect, from what you said, you don’t understand it a well either. — obviously, you should have been prosecuted and managed not to be — I would assume your ex-wife does not know this which makes your sharing with this group very very weighty I think.

• Larry, Several folks have sent me private emails expressing genuine concern over some of the stuff that you’ve posted very recently. They are concerned, that you might be contemplating suicide or other drastic, harmful and ultimately counterproductive actions aimed at dealing with what seems to have become for you an awful situation. I’m writing for all of the folks who wrote me offlist, and I believe for all of the folks on this list, to urge you to seriously think about contacting a therapist and working things through with yourself in a safe manner. Take care of yourself, my friend. And let us all know how things are going. The people here really care about you.

• Only three of the 200 members reported the confession to authorities!

• Why?

• Moral confusion?• Cyberspace culture?

• Case of Kitty Genovese

• Will the “bystander effect” occur online?

Method

• 4,833 participants were observed in 400 different chat rooms

• Entered a chat room (recorded the # of people)

• Asked for help with a simple problem

• Recorded how long it took for someone to respond

Results

• Correlation = .30

• Thus, the more people in a chat room the longer it took to receive help

Project V – Observations in Internet Chat Rooms

Yahoo! Chat

Question• What are the demographics of people who use Internet Chat rooms

to seek romantic partners or complain about love?

• Do they tend to be males of females?• What is the average age?

• What are the demographics of people who use Internet Chat rooms to seek help for smoking and drinking?

• Do they tend to be males or females?• What is the average age?

YAHOO!

• Click “Chat”• Click “Sign up for YAHOO chat” or enter old ID• Enter information

• You are ready!• Click “Enter Chat Room”• After it is done loading click “Continue”• Click “Change Room”

YAHOO!

• Create a coding sheet for “Romance”

• Select the room you want to enter• Romance - “Flirting”• Romance - “Love Stinks”

• Record the age and gender of people in that room (don’t talk to them!) by moving “pointer” over persons name on the right side of the screen– Only record people who report both gender and age

Analyze Data

• Examine

• Mean age of people using Chat Rooms to seek/complain about “love”

• Gender of people who use Chat Rooms to seek/complain about “love”

YAHOO!

• Create a coding sheet for “Smoking/Drugs”

• Select the room you want to enter (Under “Health and wellness”

• Health and Wellness – “Friends of Bill W.”• Health and Wellness – “Stop smoking”

• Record the age and gender of people in that room (don’t talk to them!) by moving “pointer” over persons name on the right side of the screen– Only record people who report both gender and age

Analyze Data

• Examine

• Mean age of people using Chat Rooms for help smoking/drinking

• Gender of people who use Chat Rooms for help smoking/drinking

Naturalistic Observations

• Pros

• Get to observe person in the natural world

• Very “real”

• Cons

• No control

Question

• Can the appearance of someone’s room tell us anything about their personality?

• How about their drug use?

Method

• 83 Bedrooms were examined

• Occupants of the bedrooms completed a measure of the Big Five

• 7 Judges rated the bedrooms

What does your room look like?• 1)____ Strong (vs. weak)odor• 2)____ Noisy (vs. quiet)• 3)____ Well lit (vs. dark)• 4)____ Drafty (vs. stuffy)• 5)____ Hot (vs. cold)• 6)____ Good (vs. poor)condition • 7)____ Decorated (vs. undecorated)• 8)____ Cheerful (vs. gloomy)• 9)____ Colorful (vs. drab)• 10)____ Clean (vs.dirty)• 11)____ Organized (vs.disorganized)• 12)____ Neat (vs. messy)• 13)____ Cluttered (vs. uncluttered)• 14)____ Full (vs.empty)• 15)____ Roomy (vs.cramped)• 16)____ Expensive (vs. cheap)• 17)____ Comfortable (vs. uncomfortable)• 18)____ Inviting (vs. repelling)• 19)____ Large (vs. small)• 20)____ Distinctive (vs. ordinary)• 21)____ Stylish (vs. unstylish)

• 22)____ Modern (vs. old fashioned)• 23)____ New (vs. old)• 24)____ Multiple (vs. single)purpose• 25)____ Public (vs. private)• 26)____ Formal (vs. informal)• 27)____ Conventional (vs. unconventional)• 28)____ High (vs. low) traffic area• 29)____ Good (vs. poor) use of space• 30)____ Matched (vs. mismatched)contents• 31)____ Many (vs. few)books• 32)____ Organized (vs. disorganized)books• 33)____ Varied (vs. homogenous)books• 34)____ Many (vs. few)magazines• 35)____ Organized (vs. disorganized)magazines• 36)____ Varied (vs. homogenous)magazines• 37)____ Many (vs. few) CDs• 38)____ Organized (vs. disorganized)CDs• 39)____ Varied (vs. homogenous)CDs• 40)____ Many (vs. few) items of stationery• 41)____ Organized (vs. disorganized)stationery

Extraversion• 1)____ Strong (vs. weak)odor• 2)__+__ Noisy (vs. quiet)• 3)____ Well lit (vs. dark)• 4)____ Drafty (vs. stuffy)• 5)____ Hot (vs. cold)• 6)____ Good (vs. poor)condition • 7)__+_ Decorated (vs. undecorated)• 8)____ Cheerful (vs. gloomy)• 9)____ Colorful (vs. drab)• 10)____ Clean (vs.dirty)• 11)____ Organized (vs.disorganized)• 12)____ Neat (vs. messy)• 13)__+_ Cluttered (vs. uncluttered)• 14)____ Full (vs.empty)• 15)____ Roomy (vs.cramped)• 16)____ Expensive (vs. cheap)• 17)____ Comfortable (vs. uncomfortable)• 18)____ Inviting (vs. repelling)• 19)____ Large (vs. small)• 20)____ Distinctive (vs. ordinary)• 21)____ Stylish (vs. unstylish)

• 22)____ Modern (vs. old fashioned)• 23)____ New (vs. old)• 24)____ Multiple (vs. single)purpose• 25)____ Public (vs. private)• 26)____ Formal (vs. informal)• 27)____ Conventional (vs. unconventional)• 28)____ High (vs. low) traffic area• 29)____ Good (vs. poor) use of space• 30)____ Matched (vs. mismatched)contents• 31)____ Many (vs. few)books• 32)____ Organized (vs. disorganized)books• 33)____ Varied (vs. homogenous)books• 34)____ Many (vs. few)magazines• 35)__+_ Organized (vs. disorganized)magazines• 36)____ Varied (vs. homogenous)magazines• 37)____ Many (vs. few) CDs• 38)____ Organized (vs. disorganized)CDs• 39)____ Varied (vs. homogenous)CDs• 40)____ Many (vs. few) items of stationery• 41)____ Organized (vs. disorganized)stationery

Conscientiousness• 1)____ Strong (vs. weak)odor• 2)____ Noisy (vs. quiet)• 3)____ Well lit (vs. dark)• 4)____ Drafty (vs. stuffy)• 5)____ Hot (vs. cold)• 6)__+_ Good (vs. poor)condition • 7)____ Decorated (vs. undecorated)• 8)__+_ Cheerful (vs. gloomy)• 9)__+_ Colorful (vs. drab)• 10)__+_ Clean (vs.dirty)• 11)__+_ Organized (vs.disorganized)• 12)__+_ Neat (vs. messy)• 13)__-_ Cluttered (vs. uncluttered)• 14)__-_ Full (vs.empty)• 15)__+_ Roomy (vs.cramped)• 16)__+_ Expensive (vs. cheap)• 17)__+_ Comfortable (vs. uncomfortable)• 18)__+_ Inviting (vs. repelling)• 19)____ Large (vs. small)• 20)____ Distinctive (vs. ordinary)• 21)__+_ Stylish (vs. unstylish)

• 22)__+_ Modern (vs. old fashioned)• 23)__+_ New (vs. old)• 24)____ Multiple (vs. single)purpose• 25)____ Public (vs. private)• 26)____ Formal (vs. informal)• 27)____ Conventional (vs. unconventional)• 28)____ High (vs. low) traffic area• 29)____ Good (vs. poor) use of space• 30)____ Matched (vs. mismatched)contents• 31)____ Many (vs. few)books• 32)__+_ Organized (vs. disorganized)books• 33)____ Varied (vs. homogenous)books• 34)____ Many (vs. few)magazines• 35)____ Organized (vs. disorganized)magazines• 36)____ Varied (vs. homogenous)magazines• 37)____ Many (vs. few) CDs• 38)__+_ Organized (vs. disorganized)CDs• 39)____ Varied (vs. homogenous)CDs• 40)__-_ Many (vs. few) items of stationery• 41)__+_ Organized (vs. disorganized)stationery

Openness• 1)____ Strong (vs. weak)odor• 2)____ Noisy (vs. quiet)• 3)____ Well lit (vs. dark)• 4)____ Drafty (vs. stuffy)• 5)____ Hot (vs. cold)• 6)____ Good (vs. poor)condition • 7)__+_ Decorated (vs. undecorated)• 8)____ Cheerful (vs. gloomy)• 9)____ Colorful (vs. drab)• 10)____ Clean (vs.dirty)• 11)____ Organized (vs.disorganized)• 12)____ Neat (vs. messy)• 13)__+_ Cluttered (vs. uncluttered)• 14)__+_ Full (vs.empty)• 15)____ Roomy (vs.cramped)• 16)____ Expensive (vs. cheap)• 17)____ Comfortable (vs. uncomfortable)• 18)____ Inviting (vs. repelling)• 19)____ Large (vs. small)• 20)__+_ Distinctive (vs. ordinary)• 21)____ Stylish (vs. unstylish)

• 22)____ Modern (vs. old fashioned)• 23)____ New (vs. old)• 24)__+_ Multiple (vs. single)purpose• 25)____ Public (vs. private)• 26)____ Formal (vs. informal)• 27)____ Conventional (vs. unconventional)• 28)____ High (vs. low) traffic area• 29)____ Good (vs. poor) use of space• 30)____ Matched (vs. mismatched)contents• 31)_+__ Many (vs. few)books• 32)____ Organized (vs. disorganized)books• 33)_+__ Varied (vs. homogenous)books• 34)____ Many (vs. few)magazines• 35)____ Organized (vs. disorganized)magazines• 36)__+_ Varied (vs. homogenous)magazines• 37)__+_ Many (vs. few) CDs• 38)____ Organized (vs. disorganized)CDs• 39)____ Varied (vs. homogenous)CDs• 40)____ Many (vs. few) items of stationery• 41)____ Organized (vs. disorganized)stationery

Project VI: Naturalistic Observation

• Can be very easy!

Starbucks!

• Are men or women more likely to order specialty drinks?

• Are men or women more likely to stay after ordering their coffee?

• Are faculty or students more likely to order specialty drinks?

• Are faculty or students more likely to stay after ordering their coffee?

Method

• Four groups

• Each group will go to Starbucks for 15 minutes.

• Must NOT interact with the subjects– Only observe– Sit at a side table – and pretend you are doing

something other than making observations

Gender Faculty or Student

Specialty Drink or Regular

Stay or to go

Codes• Gender

– Male = 0– Female = 1

• Faculty vs. Student– Faculty = 0– Student = 1

• Specially Drink vs. Regular Coffee– Specialty = 0– Regular = 1

• Stay vs. Go– Stay = 0– Go = 1

Starbucks!

Enter and Analyze Data in Excel

Your Toolbox of Behavioral Research

• Project I: Self-Report Behavior– Link self-reports of behavior to self-reports of behavior– e.g., do self-reported extraverts report smoking more than introverts?

• Project II: Single Behavioral Observations– Link self-reports of behavior to a single behavioral observation– e.g., do self-reported extraverts smile more than introverts?

• Project III: Multiple Behavioral Observations– Link self-reports of behavior to multiple behavioral observations– e.g., what types of behaviors does a person who drinks typically express?

• Project IV: Using Internet Personals to Study Smoking and Drinking– Link content provided on personals to other content obtained from personals– e.g., do blondes report drinking more than brunettes?

• Project V: Using Internet Chat Rooms to Study Smoking, Drinking, and Romance– Link behavioral observations on chat rooms to other observations in chat rooms– e.g., do “males” type more words than “females”?

• Project VI: Naturalistic observations– Link behaviors observations in the “real world” to other observations in the “real world”– e.g., do people with coffee cups walk faster than people without coffee cups?

Observational Research• Steps

• 1) Come up with an idea!• What do you want to do? What is your hypothesis?

• 2) Figure out which “Behavioral Research Tool” is best for examining this idea• Which of the 6 methods will you be using?

• 3) Figure out how to code your observations• Will you use a questionnaire? Will you code behaviors? What will your coding scheme look like?

Make a coding sheet / data sheet. FIGURE OUT HOW YOU WILL EXAMINE YOUR DATA FIRST!

• 4) Collect your data• Just do it!

• 5) Analyze your data• Using EXCEL examine your data -- What do the data tell you?

• 6) Write up the results