Higher Modern Studies Supported Self Study Guide
Compiled By Andy Winton
Higher Modern Studies
Social Research Methods
Supported Self Study Guide
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Higher Modern Studies Supported Self Study Guide
Compiled By Andy Winton
Pupil Notes:
You should keep this Guide safe as you will have to refer to it as you carry out your
Assignment later in the Higher Course.
As part of your Assignment you will be expected to use at least two different Social
Research Methods in the research stage. This will require that you
1. Know why you chose the particular methods and their advantages and
disadvantages, and
2. Be able to write up how your actual research using these methods was successful or
not
In this guide there are opportunities for you to practice some of the research skills.
You are expected to take much of the responsibility for completing tasks outlined in this
guide. However, some class time will also be given over to cover aspects of some of the
methods and your teacher will expect to be able to check your progress in completing the
tasks set in this guide. Class time will also give you the opportunity to clarify any points you
are unsure about.
Although you will not get a question based directly on the Research Methods in the Final
Examination Paper, a good knowledge and understanding of some of them is vital if you
are to carry out and write up what is necessary for the completion of your Assignment –
which is a major part of your overall Examination. An understanding of the Research
Methods may also help you to analyse some aspects of source based questions in the
examination.
How to Use this Guide
1. Read the information about each of the Research Methods covered in this Guide.
There are other social research methods that could be used but the ones in this
guide are the ones that you realistically could choose from for your own research in
the Higher Course Assignment.
2. At the end of each research method there are questions to test your knowledge and
understanding of the method. There are also tasks set to allow you to build up the
skills required to carry out research using the method.
3. As you work through the guide note any points you are unsure about and ask your
teacher when class time is given to learning about the research methods.
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Higher Modern Studies Supported Self Study Guide
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Primary and Secondary Methods
Information that is collected by you – not simply re-using what others have found out - is
known as Primary Data. Information you use - but has been collected and reported by
others - is known as Secondary Data. Both types of data can be useful for your research.
Primary data
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Secondary Data
Surveys, questionnaires
Formal interviews
Informal and unstructured
interviews
Government statistics
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Analysis of statistics provided by
governments
Analysis of research provided by
others
Study of official documents
Analysis of media reports /
internet sources
Quantitative research aims to collect facts and figures – much superficial information e.g.
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Surveys using questionnaires using closed questions (Primary)
Case studies (Primary)
Analysis of statistics (Primary and Secondary)
Study of other documents and records (Secondary)
Qualitative research aims to gain a more in-depth understanding of the subject – quality
information e.g.
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Informal and unstructured interviews (Primary)
Analysis of media (Secondary)
Analysis of research carried out by others (Secondary)
Primary and Secondary sources of information
Primary Data
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Advantages
The researcher is in control of how the information is gathered
The researcher can ensure that specific questions are asked
The researcher can amend and modify the research if necessary
o The researcher can use pilot studies which will help find the best form of
wording for questions.
o The researcher should be able to ascertain any bias in the sources of
information and adjust results accordingly
Disadvantages
Primary research is time consuming and costly
Qualitative methods will tend to be biased
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Higher Modern Studies Supported Self Study Guide
Compiled By Andy Winton
Secondary Data
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Advantages
Saves times and money as research is already available
Can provide information not easily found elsewhere
Disadvantages
The reliability is questionable, as you cannot usually check this
Other peoples’ research may be biased
Purpose behind the research could be different therefore it may not meet your
requirements
Could be time-consuming to sift through a large amount of information
The research methods we will be studying in this guide will be: Surveys, Questionnaires, Interviews – Structured and
Unstructured – (these are all Primary Methods) and
 Media / Internet / Official Statistics Analysis (Secondary
Methods)
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Task1:
1) Think of a Modern Studies Topic you have studied in the past two years.
2) For the topic you choose, would you be able to carry out a primary research method to
investigate this topic? If so which method? What difficulties might there be in carrying
out your research using this method?
3) Would using secondary research only be a viable way to research the topic?
4) What would the advantages be of using a mixture of both primary and secondary
research?
5) List 3 topics or issues in Modern Studies where you think using a primary method might
be possible for you to adopt if chosen as your Assignment Topic. [Think local, national or
international]
6) List 3 topics where you feel secondary methods would have to be used to research them.
[Think local, national or international]
_______________________________________________________________________
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A. Unstructured Interviews
The Aim of this method is to get detailed information from the people interviewed.
The success or otherwise of this method will be influenced by time and cost and the
type of information required, for example, if there is a need for in-depth information
about social behaviour.
Key features
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It is a primary source of information and provides qualitative data.
Questions are not necessarily pre set
It could start with prepared structured questions but then is flexible
The researcher can cover a broad range of issues
Questions are open ended which allows for in-depth answers and new points to be made
Can use a tape recorder
Sample number will be smaller than for a survey
Advantages
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It has a good response rate
Can examine motivation, opinions and attitudes not just facts
When there is rapport between researcher and respondent it helps get close to
peoples’ experiences and provides honest responses
Researcher is not restricted to a fixed set of questions
Provides in-depth information
Allows the researcher to clarify points and further explore particular points
It also allows the respondent to provide new information that the researcher has
not considered
If the interview is taped, it makes it easy to analyse the information
Disadvantages
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Can sometimes be hard to maintain the focus of the interview
Open to bias as the researcher can easily influence the respondent’s replies e.g.
by giving non-verbal clues
Some people may not agree to be interviewed so the sample could be composed of
like minded people
It is difficult to ensure objectivity when the questions are not standardised
It is difficult to repeat the research so there are questions about the reliability of
the research
Can be time-consuming and expensive
It takes a lot of skills to be an effective interviewer
Leads followed during the interview may also be biased
Samples are too small to get information that can be quantified
It is possible that the interview could lead to a change in behaviour
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Higher Modern Studies Supported Self Study Guide
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B. Structured Interviews
The aim of these is usually to get factual information. It is best suited for gathering fairly
superficial but quantitative information (compared to unstructured interview)
Key features
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This method usually involves face to face interviews where a pre-set list of questions is
used which require a limited response but could be done via phone or internet
It is like a questionnaire but is face to face
It is a primary source providing quantitative data
Questions need to be clear and unambiguous
Advantages
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It is good for gaining factual information
Results are easy to quantify
It gets a good response rate as it is an interview situation
It is cheap and if a short questionnaire is used fairly quick method of collecting
data
Respondents can ask for clarification so it is a reliable method of collecting data
Standardised questions mean that there is little opportunity for the researcher to
influence the answers so the research should be unbiased
It has validity as the results can be checked by other researchers
Standardised questions allow analysis to be done quickly and accurately on the
computer
Allows comparisons to be made between gender, age groups etc
Good sampling can allow conclusions to be extrapolated for the population as a whole
Disadvantages
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It can be time-consuming if the sample is large
Issues cannot be explored in-depth
Questions can themselves be biased and not allow for certain answers, for example,
the answer the respondent wants may not be there
It is an unsuitable method for finding information about processes
Can be difficult to make sure a representative sample is interviewed
Findings will be less reliable if the sample size is small
Even in face to face interviews people may not be honest as they may be
embarrassed or which to impress the researcher with what they think the
researcher wishes to here
Phone/ internet interviews can be abused by people not taking them seriously
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Higher Modern Studies Supported Self Study Guide
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Task 2:
1) For what reasons might you choose to use an unstructured interview to
find out about a Modern Studies Topic that you are researching?
2) What advantages would a structured interview have over the use of an
unstructured interview?
3) Choose a Modern Studies topic and suggest who you might interview to
find out about the topic. Would you choose to hold a structured or
unstructured interview? Why?
4) Prepare two questions that you might use for an unstructured interview
for the topic you have chosen. (Hint- open ended questions where
qualitative response most likely wanted)
5) Prepare two questions that you might use for a structured interview for
the topic you have chosen (Hint- closed questions where quantitative
response most likely wanted)
C. Survey methods [Introduction]
For your Higher Modern Studies Assignment, one likely primary method that you will
use is some kind of survey - because of cost and time implications.
Surveys can be done by
 phone,
 post,
 Internet,
 face to face
Written questionnaires allow greater privacy since they are anonymous but oral
questionnaires can allow the interviewer to give clarification.
There is a human element to be considered, how people interact. This can vary if the
interview is face to face or via phone or net. It is important that the interviewer ensures they
are getting proper responses and not made up ones, or what the person interviewed think that
the researcher wants to hear.
The quality of the survey depends on the quality of questions asked. These should be
clear, precise and unambiguous. Questions should be brief and specific, not covering more
than one issue. If there are categories, for ticking, they should not overlap.
More detailed information on specific survey methods will follow in the next
Section.
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Higher Modern Studies Supported Self Study Guide
Compiled By Andy Winton
Task 3:
1) “If there are categories, for ticking, they should not overlap” – What does this
statement mean?
2) Make up a possible ‘bad’ survey question that is to be answered by ‘ticking a box’. For
the same survey question re-write it so that it is a ‘good’ survey question.
3) Imagine that you are trying to find out about the extent to which people in the UK
would like the present First Past The Post Voting System to be replaced by an
alternative voting system. Design a Survey that you think would find out people’s
opinions on this issue. Your survey should have at least three and no more than six
questions / categories to complete.
4) Which type of survey would you carry out – phone, post, web based or face to face?
Give a reason why your chosen survey method might have advantages over the
others. What might be a disadvantage in using your chosen survey method?
D. Questionnaires/Surveys [In detail]
The aim of using surveys and questionnaires is to gain information from a sample which allows
the researcher to make generalisations about the population as a whole
Key features
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Uses closed questions
Allows for comparative analysis
Quantifiable method providing primary research
Usually preceded by a pilot study (a trial run)
Can be postal (questionnaire) or face-to-face (survey) or internet
Need a representative sample
Advantages
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Is a straightforward method of collecting a lot of information and usually
cheaper than any other research methods
A postal questionnaire is relatively cheap method of collecting data
Provides statistical information
Standardised questions allow for quick, accurate computerised analysis
If sampling is well done, can draw realistic conclusions about the population
as a whole
Can compare results from different groups e.g. male, female and identify
trends
With questionnaires there should be no problem of interviewer bias as the
forms are just completed by the respondent
If use a large sample it increases accuracy and therefore reliability
Disadvantages
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Needs a high response rate which can be difficult to achieve.
It can be difficult to get a representative sample
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Compiled By Andy Winton
Can be time consuming especially if a pilot study is done and a large sample is used
and could therefore quickly be out of date
Wording of questions can be tricky, the answer the respondent wants to give might
not be there
Wording of the questions can be leading towards certain answers
Closed questions do not allow respondents to elaborate so this affects the validity
of the result
Statistics give no opportunity for interpretation
You may not know who actually filled it in a postal/internet/phone questionnaire
Difficult to check that replies have been given honestly.
a) Web-Based Surveys
The Web offers significant advantages over more traditional survey techniques however
there are still serious methodological challenges with using this approach. Currently
coverage bias or the fact significant numbers of people do not have access, or choose not to
use the Internet is of most concern to researchers.
A number of factors influence data quality. Internet surveys have significantly lower
response rates than comparable mailed surveys. Several factors have been found to increase
response rates including personalized email cover letters, follow-up reminders, prenotification of the intent to survey and simpler formats.
A variety of software tools are now available for conducting Internet surveys.
Web-based surveying offers a number of distinct advantages over more traditional mail and
phone techniques. Examples include reducing the time and cost of conducting a survey and
avoiding the often error prone and tedious task of data entry
Email offers one option for distributing Internet surveys. The use of Web-based surveys are
becoming the dominant method of gathering survey data.
Concerns with Web-based Surveying
There are still large numbers of people who do not have access and/or choose not to use the
Internet. It is also clear that there are wide disparities in Internet access among ethnic and
socioeconomic groups.
Even though coverage bias may be less of an issue with some groups – such as University
students -, experience and comfort with Internet-based tools such as Web browsers is
another serious potential source of bias both in response rates and the way people respond
to the survey.
The use of HTML forms for surveying poses a unique set of issues and challenges that need
to be addressed to ensure valid data. The Web is a very public place and unless steps are
taken to limit access to a survey, it may be found and responded to by people who are not
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among those sampled by the researcher. This can either happen by accident or maliciously.
Since one only has to "click" their mouse pointer on the "submit" button to respond to a
Web-based survey instrument once it is filled out, it is also quite possible for respondents to
either mistakenly or purposefully submit multiple copies of their responses.
b) Postal surveys
In a postal survey, the data collection is based on self completion schemas, which the selected
target group has received by mail.
There are several advantages to this method:
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It is possible to collect answers from a fairly large amount of persons, within a relatively
short time span, and a relatively limited economic range.
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The respondents get the possibility to answer the questionnaire when they feel like it and
can find the time and space. In this manner, the respondents can use more time to think
about difficult or complex questions when it is required, in order to provide the best
answers.
A disadvantage is:
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The response percentage can be relatively low on a postal returned questionnaire
survey.
c) Phone Surveys
The main attraction of telephone interviewing is that it enables data to be collected from
geographically scattered samples more cheaply and quickly than by field interviewing, but
avoids the well-known limitations of postal surveys. Other advantages are: that interviewing
from a central telephone unit lends itself to careful supervision and control; and that it is
possible to avoid cluster sampling, which incurs unfavourable statistical design effects but
has to be used in field survey designs to control interviewer travel costs.
The problems, on the other hand, are to do with obtaining adequately representative samples
of the general population and adequate response rates when persons or households are
approached "cold" by telephone. Doubts have also been raised about the quality of the data,
compared with face-to-face interviewing.
d) Face to Face Interviewing
Face-to-face interviewing can offer advantages over self-completion methods such as
postal and online surveys because respondents are more likely to give their undivided
attention when an interviewer is present. A good interviewer will help build rapport
with the respondent without, of course, in any way introducing bias by leading the
respondent or “explaining” the questions in his/her own words.
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Higher Modern Studies Supported Self Study Guide
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Task 4:
1) The use of surveys in social research is one of the most popular research
methods to be used. It is likely that you will choose the use of a survey to
research your Assignment for Higher Modern Studies later. Explain the reasons
why Surveys as a social research method are so very popular with social
researchers.
2) Construct a table like the one below to summarise the advantages and
disadvantages of the different survey methods possible.
Survey Method
Advantages
Disadvantages
Postal
Face-to-face
Web based
Phone
3) Why do surveys mainly tend to use closed questions?
4) What might be a reason for surveys to include some more ‘open-ended’
questions?
5) Why are the results from surveys with closed questions easier to process than
surveys with open-ended questions?
6) Design three ‘closed questions’ that you might use in a survey to find out about
‘poverty in the UK’. Include any instructions you would need to give to the
respondents in order that they might complete the survey as you want them to.
Write the questions out in full showing how you would set them out as well as
word them.
_______________________________________________________________________
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Higher Modern Studies Supported Self Study Guide
E.
Compiled By Andy Winton
Media Analysis
This includes information which can be gathered from media sources such as newspapers,
television and the internet. This is a way of collecting secondary data since the media are
mainly reporting the findings of others rather than something that is original.
It is very likely you will use analysis of the media as one of the research methods when you
carry out work for the Higher Assignment.
a) Newspapers
In using this as a method current information from a variety of types of media for comparison
can be collected. The information will be secondary but likely to have a number of viewpoints.
Advantages
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A cheap and available method of getting up to date information
Some are also available on internet
Provides fairly in depth information which includes commentary and quotations from
various experts and analysis of topics
Can give different perspectives on a topic
Can follow a story day to day as it develops
Give plenty of time to assimilate information
Disadvantages
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This is a secondary source which depends on other peoples’ choices, opinions
Newspapers are not objective sources
Newspapers often exaggerate/sensationalise to raise their circulation figures
Popular press in particular can depersonalise the event and the real issue is lost
Popular press can go for knee jerk reactions rather than considered reporting
Popular press can also dumb down and report matters as if everything is black and
white, no middle ground
Coverage can be very negative(especially where politicians are concerned)
b) Official Statistics
These methods are chosen when the researcher needs superficial information about a large
number of people and they can be used to examine broad trends, provide quantitative
information
Key features
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For Modern Studies purposes, official statistics are considered a primary source of
information
Statistics are quantitative data
Statistics are gathered by governments and other key organisations
These stats are an invaluable source of information for the researcher
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Advantages
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Provide information about the whole population which could not be collected
using sampling
Cheap and fast method of collection as information is readily available
Good indicator of broad trends in social behaviour
Ideal for quantitative analysis over periods of time and for different parts
of the country, therefore, they can be used to identify trends
Disadvantages
Official statistics may use different indicators from those that researchers
prefer to use, for example, definition of social class
 Information is collected for other purposes so may not ideally meet the needs
of the research
 Official statistics may be incomplete, for example, a lot of crime is not
reported
 There could be problems using statistics for comparisons as indicators and
criteria may change from time to time and place to place, for example, what is
poverty
 Despite being official statistics, these are collected by governments who may
have their own bias
Inaccuracies can be caused by how certain terms are defined, for example, what is
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‘unemployment’ ?
c) Internet
As well as accessing newspapers on line, the internet is increasingly being used as s
secondary source of information in social research, since it contains a vast amount of
material on virtually every topic or issue likely to need investigation.
By using the internet a variety of types of sources and viewpoints may be accessed. Official
statistics are commonly available on the web and a huge variety of Reports and research
papers about issues are available. It is also a relatively cheap method with most information
being available for free.
However, the main disadvantage is that it is difficult to establish how reliable the
information might be. The bias of the person responsible for uploading information may be
difficult or impossible to find out. If using the internet for research, you must try to establish
the date the publication was written or compiled (Is it up-to-date or historical?) who
actually compiled the information (Was it the writer or did the writer use information from
someone else’s sources?), is the writer in an organisation that is regarded as quite
trustworthy (e.g. University Department)? Or a member of a more partisan group (e.g. a
political party or trade union?)
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You are very likely to use the internet as one of your methods to research your
Assignment for Higher Modern Studies. Be aware of the above issues and be
prepared to justify why you chose this as one of your research methods.
Task 5:
Mini Investigation
This Task is to help you practice some of the skills for the Research you
will need to carry out for the Higher Course Assignment.
1) Choose a debatable issue (an issue which people argue about from
more than one viewpoint) from the Topic you are studying in your
Higher Modern Studies Course at present.
2) Think of a research question so that you might focus on the two or
more sides or agruments associated with the issue. Or you may
think of a hypothesis - stating what you think the result of any
investigation into the issue may find.
3) Choose one or more of the research methods from this Section on
Media Analysis.
 Explain why you think your chosen method(s) would be
good for researching the issue
 Say what problems or disadvantages there might be in
using the chosen method(s)
 Carry out some research into the issue using your
chosen method(s)
 Write up a brief report (two – three paragraphs only)
showing how your findings can help to answer your
research question or prove / disprove your
hypothesis.
You now have the necessary information and practiced some of the skills
that will help you research a topic of your choice from Modern Studies.
Soon you will be required to do this and prepare information that will help
you complete a Higher Modern Studies Assignment in school but under strict
SQA Examination conditions. This Assignment contributes to your overall
Course award and, therefore, it is in your own interests to carry out the
research for it to the best of your ability. By completing the Assignment to
a high standard, there is the potential that it will help you to attain a very
good grade.
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