Sunday, October 6, 2013

A.     CONTRIBUTIONS OF PSYCHOLOGY IN DIFFERENT FIELDS

Psychology is a practicing science. Its theories and laws are evidence based. The scientific exercises are rigorous and the results are applied in various human development areas including education, workplace, health and social care by focusing on normal as well as ‘abnormal’ people of all ages, sex, race and caste of different setting and context. The contribution of psychology in almost all fields is enormous. The branches of psychology itself tell the profession and responsibilities of psychologies.

Psychological theories and models are widely used to understand, enhance and reshape human behaviour. For example, learning theory (LT) which includes instrumental learning and classical conditioning, is a body of theories that alerts us to the fact that much of our behaviour is habitual and arises out of rewards and punishments operating outside conscious awareness. The learning theories are widely used in educational sector, organizational behaviors, hospital setting, armed services, and so on. Similarly, other theories are also used to understand and reshape the behavior. For example, Judgment and decision making theory (JDM) is a body of theory that alerts us to biases in our judgments about the likelihood of things happening and the value we place on those outcomes. Among the myriads of contributions of psychology in different fields, below is an example of how motivational theories developed in psychology is used in Organizational setting.

Applications of Motivation in Organizational Settings: Some Examples

Newstorm (2007, p.133) has stated that money as reward can be applied to motivate the employee and ultimately help them to gain varieties of physiological and social needs. In relation to drive he writes that achievement-oriented employees maintain a symbolic scorecard in their minds by monitoring their total pay and comparing it with that of others. Their pay is a measure of their accomplishments. Money also relates to other drives, since people can use it to buy their way into expensive clubs (affiliation) and give them the capacity (power) to influence others, such as through political contributions.
Greenberg and Baron (2000, pp.136-137) write that the greatest value of need theories is their practical implications for management. Need theories indicate that managers can help their subordinates to become self-actualized and self-actualized employees are likely to work their maximum creative potential, so it makes sense to help people attain this state by helping them to meet their needs. To achieve this, the writers suggest that the organizations can help the employees to meet the following needs.
1.    Promote a Healthy Workforce
Some companies help to satisfy their employees' physiological needs by providing incentives to stay healthy. For example, Hershey Foods Corporation and Southern California Edison Company, among others, give insurance rebates to employees with healthy lifestyles and charge extra premiums to employees whose habits (e.g., smoking) put them at greater risk for health problems. To the extent as these incentives encourage employees to adopt healthier lifestyles the likelihood of satisfying their physiological needs is increased.
Companies also are interested in promoting their employees' mental health as well. Visits to psychotherapists can be very expensive and mental health professionals are not always available in remote locations. To meet this need, the psychological services company Wilson Banwell, which is based in Vancouver, British Columbia, Canada, provides a World Wide Web-based counseling service, PROACT. Wilson Banwell provides live, on-line "cybertherapy" sessions with one of 68 staff psychologists. It may not be the same as face-to-fact therapy, but patients generally like the service and their employers welcome the unique opportunities it affords.
2.    Provide Financial Security
Financial security is an important type of safety need and some companies are going beyond the more traditional forms of payroll savings and profit-sharing plans. Notably, Com-Corp Industries, which is an auto-parts manufacturer based in Cleveland, Ohio, found that its employees had serious financial difficulties when faced with sending children to college--leading the company to offer employees very low interest loans (only three percent annually for 10 years) for this purpose.
Financial security is the key aspect of job security, particularly in troubled economic times. To help soften the blow of layoffs, more and more organizations are providing outplacement services -- that is, assistance with securing new employment. In the most extensive of such programs, AT & T and Wang have provided extensive career counseling and job-search assistance to its laid-off employees. It certainly is more desirable not to be laid off at all, but knowing that such assistance is available, if needed, helps to reduce the negative emotional aspects of job insecurity.
3.    Opportunities to Socialize
To help satisfy its employees' social needs, IBM holds a "Family Day" picnic each spring near its Armonk, New York, headquarters. Some other companies also have incorporated social activities deep into the fabric of their cultures. For example, Odetics, Inc., the Anaheim, California, manufacturer of intelligence machine stems, not only has its own repertory theater troupe but also regular "theme" days (e.g., a "sock hop" in the company's cafeteria) and a standing "fun committee," which has organized events such as lunch-hour "employee Olympics," complete with goofy games.

Motivating Employees: Managerial Implications

Managers must realize that all motivation theories are not equally good nor equally useful. Managers cannot assume they understand employees' needs. They should recognize the variety of needs that motivate employee behavior and ask employees to better understand their needs. Individual employees differ in their needs, and managers have to be sensitive to ethnic, national, gender, and age differences in this regard. Employees with high needs for power must be given opportunities to exercise influence, and employees with high needs for achievement must be allowed to excel at work.
Managers should be aware that morally mature employees are more likely to be sensitive to inequities at work. At the same time, these employees are less likely to be selfish or self-centered and more likely to be concerned about equity issues for all employees. Morally matured employees will act ethically for the common good of all employees and the organization.
From the above example of how motivational theories can contribute in understanding the employee as well as to achieve the organizational goal we can understand the contribution psychological theories can make in society, organization and in individuals.


A.     SCOPE OF PSYCHOLOGY
To be a psychologist, a person must earn an appropriate higher degree, perhaps be certified, and then get a job using these credentials. Two critical steps are training and occupation. A psychologist usually is the holder of a Ph.D. degree in psychology. They should specialize in certain area of psychology. American Psychological Association (APA) has listed more than 44 major areas of psychology. In USA, most of the psychology students are interested in clinical psychology. They are also interested in experimental psychology, counseling and guidance psychology, educational psychology, and in other psychologies. In developed countries psychologists are involved in teaching and research, management or administration, clinical practice and other areas.

Psychologists differ in their interests; one way of representing these is by the division of the APA. APA has list of several branches of psychologies which indicate the scope or range of psychology. Some of these psychologies are shown in the table
1
Adolescent Psychology
19
Health psychology
2
Adult development and aging
20
Indigenous psychology
3
Cognitive psychology
21
Industrial and organizational psychology
4
Child psychology
22
Military psychology
5
Clinical psychology
23
Para psychology
6
Community psychology
24
Personality psychology
7
Consulting psychology
25
Personnel psychology
8
Consumer psychology
26
Physiological and comparative psychology
9
Counseling psychology       
27
Psychobiology
10
Cross-cultural psychology
28
Psychology of women
11
Cultural psychology
29
psychopharmacology
12
Developmental psychology
30
Psychotherapy
13
Educational psychology       
31
Rehabilitation  psychology
14
Engineering psychology
32
Rural psychology
15
Environmental psychology
33
School psychology
16
Evaluation and Measurement
34
Social psychology
17
Experimental psychology
35
Space psychology
18
General psychology
36
Others

The cluster of subfields that we call psychology has less unity than most other sciences. But in their diverse activities, from biological experimentation to cultural comparisons, psychologists share a common quest: describing and explaining behaviour and the mental processes that underlie it. All the subfields of psychology can be categorized under the broad heading of Basic psychology and applied psychology. Below is the description of some of the branches of Basic (theoretical) and Applied (practical) psychology.

Basic (theoretical) psychologies
General (or Basic) Psychology:
Psychology that is exclusively concerned with the basic description and explanation of human behaviour is called General psychology. This psychology is concerned with normal individual and describes and explains the basic laws and principles that govern various mental and physical activities. This includes perceptions, learning, memory, motivation, emotions, intelligence, personality, etc. This psychology not only explains about psychology but also how and why we behave. For example, what we learn, why we learn and how we learn, and what is the basic purpose of learning, and how it helps us to adjust in the environment, etc. General psychology explains different concepts and its relations with human mental functions and behaviours with the help of various principles and theories.

Abnormal Psychology (Psychopathology)
Besides general psychology that studies normal human behaviour there is also another division of psychology that studies abnormal behaviour. It is called Abnormal psychology. It is another important theoretical branch of psychology that describes and explains in detail about abnormal behaviour, how it occurs, why it occurs and what are the symptoms and causes of abnormal behaviour, etc. Some of the main problems of abnormal psychology are abnormalities related to emotions, motivations and other psychological functions. Apart from that it also studies abnormalities manifested in social situation or as a result of social situation such as criminal behaviours, sexual perversions, alcoholism, drug addictions, and personality problems, namely, the neurosis, psychosis, psychopathic personality, psychosomatic disorders, etc. abnormal psychology also deals with applications of various psychotherapeutic techniques-their objectives and general procedures.

Social Psychology
Social behaviour is one of the main components of psychology. Most of the behaviours psychology studies are manifested in social situation to influence and control other people. Life is meaningless in absence of other people. Many times individual's behaviour is influenced by social situation. A rational and responsible man can be irresponsible and aggressive in social situation such as in mob or in crowd. In fact, no aspect of human behaviour can be isolated from social influences. Social psychology that studies social behaviour is a very important branch of psychology.              

Social psychology studies a person's behaviour in his/her social and cultural background. But social psychology is not only confined to individual behaviour rather it also studies group and how it influence the individual's behaviour. It studies how socialization takes place, how growth and development is affected by a person's social environment. Besides, social psychology also studies about social perception, social motivation, development and changes in attitudes, development of prejudices, social learning, group dynamics, leadership, causes and remedial measures of social tensions, propaganda, public opinions, social integration, social pathologies, etc. These studies shed lights on individual's behaviour in relation to his/her social background.

Some behaviour cannot be understood when studied isolated from social context but when it is described or explained in relation to its social and cultural background the meaning and significance of behaviour becomes clear. For example, In North America, when people are invited to dinner in someone's home they generally show their appreciation of their host's cooking efforts by eating all of the food they are served. In India, this behaviour would be insulting to the host, as guests are expected to leave some food on their plates. The leftover food acknowledges the generosity of the host, implying that he or she provided so much food the guest could not eat it all (Moghaddam, Taylor, & Wright, 1993). Social psychology helps to explain meaning of many simple to complex social behaviour.

Experimental Psychology
There are many psychologists who are more concerned in experimental studies of psychological processes. The study of sensations, perceptions, learning, memory and forgetting, motivation, physiological bases of behaviour, and many others in laboratory study are the primary problems of experimental psychology. As the name itself indicates, experimental psychology is rigorous and is primarily conducted in the laboratory. The basic aim of this psychology is to experiment and understand fundamental causes of behaviours. This method helps to identify variables and their relationship in causing behaviour which ultimately helps to develop laws and principles, test and retest their authenticity. For example, does cigarette smoking cause cancer? Either one says 'yes' or 'no' is not valid until one conducts experiment. The result derived from the experiment proves whether it is true or false. Experimental psychologists do not only study observable behaviour but also do rigorous experimental on how brain functions, the role of neurons or different glands and hormones in shaping or directing behaviour. Experimental psychology as a fundamental subfield of psychology carries on experiments to determine relations between stimulus and response, variables that are associated with behaviour events, confirms the hypothesis about behaviour and brings forth new facts about behaviour events.

Applied (Practical) Psychologies
Educational Psychology
Educational psychology is application of general principles of behaviour in the area of education. Educational psychologists are primarily interested in answering certain pertinent questions relating to entire processes of education, such as-when to teach, what to teach and how to teach? All these three questions are important for chalking out an effective educational programme, formulation of curriculum and evolving effective teaching methods. Besides, educational psychologists are also interested in explaining possible causes of educational 'backwardness, special teaching of gifted' children., evaluation of capabilities, improving teacher taught relations, motivational aspects relating to education, tackling the problem of absenteeism, etc.

In essence, the major task of educational psychologist is to evolve and develop principles upon which a sound and effective educational system may base and also to discover the ways and means to solve various problems that arise in educational field from time to time such as education and problem children, gifted children, developing a reliable and valid techniques of evaluation, measurement of aptitude, interests and motivating children to profit more and more from education.

Clinical Psychology
Clinical psychology is the largest subfield of psychology in which general psychological principles are being applied by most of the psychologists designated as clinical psychologists. Approximately 30% psychologists are clinical psychologists whose main pre-occupations are rendering services to abnormal persons or to deviant behaviour individuals. Their main concern is the diagnosis and treatment of emotional and behaviour problems, such as mental illness, juvenile delinquency, drug addiction, criminal behaviour, mental retardation, marital and family conflicts, and other less serious adjustment problems. Clinical psychologists are found in the hospitals, juvenile courts or probation offices, in a mental health clinic homes or institutions for mentally retarded, medical schools, or practicing privately. Clinical psychologists often work in association with other professional colleagues such as counselors, social workers, psychiatrists or medical professionals.

Counseling Psychology
Counseling psychology is an offshoot branch of clinical psychology. A counseling psychologist performs much of the functions of a clinical psychologist, but typically he renders his services mostly to the school and college students by advising them on problems of social adjustment, educational problems, vocational selections, accomplishment of educational goals, etc. Like clinical psychologists, counseling psychologists render their services in schools, colleges, counseling and guidance centres and even practice privately.

Thus, counseling psychology is a professional branch of psychology in which psychological principles are applied in solving less serious behavioural problems of adjustment in vocational educational and social fields.

Industrial and Engineering Psychology
Industrial psychology studies the behaviour of man in industrial situations, organizations which make available many goods to the comfort and satisfaction of living. Industries and organizations face with many problems relating to working personnel such as, selection of fit persons for job, fitting or placing of selected persons to the fit job, efficient working conditions, controlling wastage of manpower, quality improvement, creating peaceful atmosphere, controlling pollutions on account of misuse of technology, analysis of job, organizational set up, industrial training, developing harmonious relationship between management and worker, effective leadership, adjustment problems, group morale, communication, etc. Industrial and engineering psychologists are deeply involved with these problems. Their involvement is at two distinct but interdependent levels. On the one hand, industrial and engineering psychologists are concerned with human factors in industries and organizations, such as personnel selection, employee morale, and designing of machines to minimize human errors. At another level, psychologists are concerned with larger problems of industrial civilization. At this level, an industrial psychologist joins hands with social psychologists and other scientists in planning for the future. They share their concern to the problems relating to resources, environmental pollution, over crowding, interpersonal relationships, health problems, and safety from accidents, security and other related influences on the quality of life. This area of psychology is now-a-days termed as "environmental psychology".


A.     PSYCHOLOGY AS EMPIRICAL SCIENCE: METHODS OF STUDYING PSYCHOLOGY
Since the establishment of psychological laboratory to conduct the experimental study of human nature in 1879 psychology became an empirical science.  The scientific exercise in psychology is both academic and applied. It uses varieties of method both ‘hard’ and ‘soft’ to collect the data. Experimental method is regarded as ‘hard’ method in which rigorous control is maintained which is not found in many ‘soft’ methods such as case study method or participant observation method.

Empirical or scientific method is a set of directions that is designed to lead to the answers to questions. Psychology as an empirical science use scientific method to generate scientific knowledge of human behavior. Such knowledge can create a new theory or examine the existing theory. Scientific method is the major tool in empirical science. As an empirical science methods of psychological inquiry are objective, systematic, accurate, critical, controlled, reliable and valid. 

A method is a process of collecting data through systematic approach. Scientific method is an approach used by psychologists to systematically acquire knowledge and understanding about behavior and other phenomena of interest (Hazen & Trefil, 1991; Leong & Austin, 1996). In empirical method the researcher is not prejudiced towards objects, persons, events, ideas and so on. The study is controlled and the researcher is critical.

The process of empirical study begins with scientific inquiry. Scientific inquiry starts with a question. Researcher than propose a conceptual or theoretical frame to describe and explain behavior. Based on theoretical framework hypotheses are formed of relationships between variables. But it is not necessary to form a hypothesis in all types of research. Psychologists also conduct the research outside the laboratory setting. But in both situations psychologists try to maintain that the data (information) collected meet the standard set in empirical research – objectivity, dependability, accuracy and verifiability.  What determines the scientific approach is its method. Both inside and outside the laboratory psychologists always follow the successive steps of empirical method. Such steps are the foundation of scientific inquiry. Following is a general steps (the step can vary slightly according to the nature of method used in scientific investigation).

1.       Problems are identified, reviewed and stated accurately so that it would be simple, comprehensible and testable.
2.       Hypothesis is generated. A tentative answer to the problem at hand is developed. Such tentative answer is based on researcher's hours of study of relevant book and research articles that have dealt with the problems. In some researches hypothesis are not developed.
3.       Method is selected. In order to find out the answer (if hypothesis is mentioned then to test the hypothesis) an appropriate, accurate and reliable method and tools are selected.
4.       Data are collected, organized and analyzed. With the selection of tools (and the sample size, type etc.) data are collected, organized, statistically analyzed and interpreted.
5.       Result is derived. Result interpretation finally proves whether the hypothesis is correct or not. The relationship between x and y is established.
6.       Conclusion is drawn. Before concluding the result is repeatedly examined. The factors are identified and conditions leading to sources or solutions is stated clearly.
7.       The result becomes law. The phenomenon (problem) is explained, interpreted and solved through the finding of the result.
In psychology, as in other sciences, different methods and tools of collecting and evaluating data are available. Observational techniques are among the easiest and most common methods in psychology. Some of the methods of used in psychology are:

Introspective method, Case study, Experimental method, Quasi-experimental method, Observational method, Archival method, Natural experimental study, Survey method, Naturalistic observation, Psychometric method, Self report method (interview and questionnaire method)

1.      Experimental method

Experimental method is a highly systematic, objective observational method. In this method phenomenon is artificially created in the laboratory setting for the detail study and precise measurement of the behavior or event. An experiment is a method of scientific investigation that seeks to discover cause-and-effect relationships by introducing independent variables and observing their effects on dependent variables (Rathus, 1984). Four main parts of the psychological experiment are (1) Experimenter (2) Subject (3) Controlled laboratory, and (4) instruments. Experiments are usually undertaken to test a hypothesis (an assumption about behavior that is often derived from theory.
Psychologists prefer to use experiments whenever possible because this approach allows them to determine whether a stimulus or an event actually causes something to happen. In an experimental approach, researchers randomly assign participants to different conditions. These conditions should be identical except for one variable that the researcher is interested in. For example, psychologists have asked whether people learn more if they study for one long period or several short periods. To study this experimentally, the psychologist would assign people into one of two groups - one group that studies for an extended period of time or to another group that studies for the same total amount of time, but in short segments. The researcher would make sure that all the participants studied the same material, for the same total time, and were in the same study environment; the only thing that would differentiate the two groups is whether the learners studied for short or long segments. Thus, any difference in the amount of learning should be due only to the length of the study periods. (This kind of research has revealed that people learn better with several shorter study periods.) The experimental approach is useful when the research can establish control over the environment; this work is often done in a simple laboratory setting. Now let us see the major steps of experimental method and their importance.
Steps in experimental study
1.       Statement of the problem:  (simple, solvable, not ambiguous and relevant)
2.       Statement of hypothesis: (tentative answer of the research question)
3.       Identification and definition of variables (independent and dependent)
4.       Design of the experiment: (to control relevant variables, introduce independent variable and measure dependent variable)
5.       Data collection (instruction and application of proper procedure)
6.       Statistical procedure, result interpretation, Discussion, replication, verification
7.       Conclusion.

Problem: All research study starts with a problem. Experimental method is used to find the solution or answer of the problem. Problem should be simple, solvable and relevant. For example, problem of alcohol and aggressive behavior is a solvable and relevant problem. Problem is the first step in the chain of experimental study.
Hypothesis: Hypothesis is also called a tentative answer/solution to the question/problem. It is an assumption about behavior that is derived from theory and tested through research. For example, a psychologist assumes that alcohol leads to aggression by reducing fear of consequences or generally energizing the activity levels of drinkers. He or she then hypothesizes that the treatment of drinking alcohol will lead to measurable increases in aggression among provoked individuals. Hypothesis is a Greek work meaning "groundwork" or "foundation". It is said that once hypothesis is stated half of the problem is solved.
Identification and definition of variables: Variables are anything that varies and evokes the sense organs. In other words, stimulus can be regarded as variable. In an experiment, the experimenter wants to see the effect of one variable (called independent variable - IV) to another (dependable variable - DV). Thus, experimenter is concerned with IV and DV. In the above example, alcohol would be considered an IV, a variable whose presence is manipulated by the experimenter so that its effect may be determined. The measured results or outcomes in an experiment are called DV. It is called dependent variable because the presence of intensity and durability of DV depends on IV. In the above experiment, the aggressive behavior would be a dependent variable.
Design of the experiment: In order to control the other variables that can influence the DV, design of the experiment is necessary. In the above experiment, we all know that aggression can be evoked by other different causes. Further, alcohol can also lead to sexual arousal, visual-motor coordination, performance on an intellectual task and so on. Design of the experiment controls all these variables (called extraneous or relevant variables) so that experimenter can only introduce IV and observe and measure its effect (DV). Design helps to control these relevant variables. Further, design also helps us to select control and experimental subjects. Ideal experimental and control subjects or experimental and control groups. Experimental subjects receive the treatment while control subjects do not. Every effort is made to ensure that all other conditions are held constant both for experimental and control subjects so that we can have confidence that the experimental outcomes reflect the treatments, and not chance factors or variation. In the above example, experimental groups would be given alcohol and controlled subjects would not. Experimental method is rigorous but it helps to establish a precise relationship between 'cause' (alcohol) and 'effect' (aggression) with the help of experimental control. Such rigorous control is only possible in the laboratory setting.
Data collection: The process of data collection will be according to design of the experiment. The experimenter will use the precise quantity of alcohol (as decided in the design) and apply to the experimenter group. Thereafter, s/he will measure or observe the dependent variable with certain accuracy.
Result interpretation, discussion and conclusion: Replication means repeat or duplicate. In science, research must be reported in sufficient detail to permit other investigators to replicate it. If one doubtful of whether alcohol leads to aggressive behavior as found in the above example, one can adopt the procedure and replicate the experiment and test whether the finding is really true or not.
Merits of experimental method
1.       The data and result are objective, verifiable and replicable. The experimenter report the process of data collection, tools used, experimental control, and statistical procedures.
2.       Stimulus variable can be precisely identified and the resulting response is measured. This is the only method through which relationship between cause and effect can be established.
3.       Result can be repeated with creating the same situation in the laboratory. This will increase the reliability and validity of the result.
4.       This method can refute the theory.

Demerits of experimental method
1.       Experimenter's bias, evaluation error can occur. Experimenter's effect can influence the data. Subject can react according to the expectation of the experimenter.
2.       If the sample of the study does not represent the population will influence the generalization of the finding.
3.       Inadequate control of the relevant variable can influence the result. And all variables cannot be controlled.
4.       Experiments are largely conducted on animals. It is debatable whether such results are applicable to human beings (external validity).
5.       All human phenomenon cannot be studied by experimental method.
6.       Furthermore, it is costly and time consuming. Demands specific knowledge and training on experimenter.

2.     Observation method

Correlation approaches are most useful when the researchers cannot control the environment or when the phenomena they want to study are complex. Instead of trying to simplify the situation, the researchers observe the complex behaviors as they naturally occur. A third approach is called naturalistic observation. This kind of research often is not highly quantitative (as in the objective, systematic observation such as the experimental method. Experimental method is regarded as systematic observation method); that is, observations are likely to be descriptive. The researcher decides on some class of behavior to observe and records the situations in which that behavior occurs and how it develops. A classic example of observational research was done by Jane Goodall in her work with chimpanzees in the wild. She spent years observing their social interactions and how the chimp "society" changed over time.

Observation is a purposive or intentional examination of something, particularly for the purpose of gathering facts.  Observation becomes scientific when the data are gathered systematically and are related to other data also systematically gathered for the purpose of uncovering general principle of human behavior (Kidder and Judd, 1986). Observation becomes scientific when it (1) serves a formulated research purpose, (2) when it is planned deliberately, (3) when it is recorded systematically, and (4) when it is subjected to checks and controls on validity and reliability. Scientific observation, thus, is made under precisely defined conditions, in a systematic and objective manner, and with careful record keeping.

Classification of observational methods: Observational methods can be classified according to the degree to which an observer intervenes in an observational setting as well as according to the way in which that behavior is recorded. Observations can be classified as:
1.       observation without intervention
2.       observation with intervention

Observation without intervention: Observation of behavior in a more or less natural setting, without any attempt by the observer to intervene, is frequently called naturalistic observation, a naturalistic field study, or, more formally, systematic observation in a natural setting.
The observer in such method is passive recorder of the event.
S/he cannot manipulate or control the situation and the event occurs in natural setting. (Laboratory situation is an artificial situation and the experimenter controls the setting.) Systematic observation in a natural setting helps to establish the external validity of laboratory finding.
     
Observation with intervention: Intervention rather than non-intervention characterize most psychological research. Kinds of intervention vary widely in psychological studies, depending on such things as the purpose of investigating behavior, the nature of the behavior under observation, and the ingenuity of the researcher. Under this category, observation can be
a)      participant observation
b)      structured observation, and
c)       the field experiment.

a)      Participant observation
PO is observation of behavior by someone who also plays an active and significant role in the situation or context in which behavior is recorded. This type of observation can be divided into two sub types –
Undisguised participant observation is one in which people who are being observed know that the observer is present for observation. Anthropologists frequently use this method.
Disguised participant observation is one in which people who are being observed do not know that they are being observed. This method is used because many times people behave differently when they know that they are being observed. Participant observation allows an observer to gain access to a situation that is not usually open to scientific observation. In addition, the participant observer is often in a position to have the same experiences as the subjects under study. Such position provides important insights and understanding of individuals or groups. But sometimes the same advantage hinders the observer to be objective and accurate in recording the behavior.
b)      Structured observation
Sometimes according to the nature of study the observer intervenes in order to cause an event to occur or to “set up” a situation so that events can be more easily recorded than they would be without intervention.
Structured observations may occur in a natural setting or in a laboratory setting where observer creates quite elaborate procedures to investigate a particular behavior more fully. Clinical psychologists, educational psychologists, developmental psychologists often make structured observation.
    

c)       Field experiment

An experiment carried out in a natural setting rather than in the laboratory is called a field experiment. In other words, it can said that when an observer manipulates one or more independent variables in a natural setting in order to determine their effect on behavior, the procedure is called a field experiment.

In conducting a field experiment, the observer (experimenter) seeks to control the antecedents of an event in order to measure systematically the effect of a variable on behavior. The observer can assign the subjects to conditions. It is one of the most frequently used field-observation techniques in social psychology.

The observer (experimenter) use confederate (a person who is instructed [by experimenter] to behave in such a way to produce an experimental situation). Latane and Darley have done some good field experiments on helping behavior.

Merits of observational method
1.       Simplicity is the characteristic of this method.
2.       This method is objective and impersonal
3.       Science begins with observation and must, ultimately return to observation for its final validation.
4.       With this method psychology can study - social groups like mob, crowd, family, mentally disturbed.
5.       This method helps to develop hypothesis. It is best for pilot study.
6.       Observation method is both quantitative and qualitative in nature
7.       This method can be objective and impersonal. The data are not based on guess (introspection) but on perception.
8.       Reliability can be tested through statistical method (e.g., in objective observation).
9.       Objective observation method can be applied to different situations – animal behaviors, mob behaviors etc. which cannot be studied through other methods.
10.   No of data can be increased within a short period as compared to experimental or introspective method. This can increase the reliability.
11.   Since observation method is conducted in natural setting, the validity is high as compared to other methods.
Demerits of observation method
1.       This method does rarely generate the knowledge about the cause and effect. This is because all variables cannot be controlled and situation is natural. Only controlled systematic observation method (e.g., experimental method) is successful to control intervening variables.
2.       There are chances of personal biases of the observers i.e., influence of attitudes, prejudices, needs, ambitions, expectations etc.
3.       Psychology not only describes the behavior but also finds causes of behavior. Chances of error are high in explaining the cause by simply observing the behavior. Verbal report is important to find the cause of behavior.
4.       There is a chance of Hawthorne effect. The presence of observer can bring unnatural behavior from people who are being observed. One-way screen window can reduce the effect but such observation/study is not always possible..
5.       All social phenomenon cannot be studied by observation.
6.       Cognitive processes (attitude, need, prejudices, aspiration, expectation, feelings, emotions, thinking, memory, imagination, dreams etc.) cannot be observed.
7.       Some of the observation types lack reliability.
8.       No control of extraneous variables (e.g., Latane and Darley (1970) helping behavior).
9.       Losses control over the environment (e.g., Latane and Darley's study).

3.     Correlation method

A second approach involves the correlational technique. This approach does not include control of the environment by the researcher. Instead, measurements are made as they naturally occur. For example, a group of high school students took two tests that required them to solve analogies and to recognize antonyms. The researchers discovered a correlation between students' abilities to complete analogies correctly and to identify antonyms. In general, students who were good at one task were also good at the other; students weak in one task were weak in the other. In correlational research, no attempt is made to state that one thing causes another, only that one thing is predictable from the other. E.g., Survey research with the use of questionnaire, interview or psychological test (paper/pencil).

4.     Case study method

In-depth analyses or intensive study of a single individual or event is called case study. Case study is vivid, illustrating unusual or dramatic events in detail. It is observation technique in which one person (or group) is studied in depth in the hopes of revealing universal principles (David G. Myers, 1996). Sigmund Freud constructed his theory of personality from a handful of case studies. Intensive case study is very revealing.

Case study method: The previous techniques all involve observing a group of individuals. Sometimes, psychologists are interested in studying a single person in depth. This is called a case study. This approach is common when clinical psychologists work with a person over a long period of time. The final product in a case study is an in-depth description of a great number of different aspects of the individual's life and development. The strength of this approach is that detail is abundant; the weakness is that the psychologist cannot generalize to other people from the single individual being analyzed because that person may differ in important ways from the average person.
Advantage
·         Case studies can suggest hypothesis for further study but sometimes it has problems:
Disadvantages
·         Good for research stimulation but not always for arriving at conclusion
·         Individual are atypical not representative thus, case sometimes misleads.
·         Relies on people’s memories and interpretation of the event (which can be inaccurate)
·         The result cannot be logically generalized from one case to another.

5.     Archival method

In archival method researcher use records that already exist in order to find the most likely explanation for an event. Examples of records used are those kept by libraries, government, and private institution. Archival research data is a source of evidence that is based upon records or documents relating alternative to or in conjunction with other research methods.

Psychologists can use archival information to answer questions. Archival research differs considerably from the other approaches because it does not rely on direct observation or interaction with the people being studied. Rather, psychologists use records or other already existing information. For example, some psychologists were interested in whether the percentage of left-handed people in the population has remained constant throughout history. They obviously could not observe people who have died, so they decided to use existing information about the past. They recorded the percentage of left-handed people in paintings and other such renderings. After poring over paintings, they concluded that the percentage of left-handed people has not changed over the last few centuries. More commonly, archival information comes from birth and death records and other official statistics.

Evaluation
·         One of the advantages is that the data are already gathered
·         Interviewer’s social biases of people, event are avoided
·         Disadvantages of this method include: data off target, incomplete, distorted, bias etc.