Title: Conducting Research in Social Psychology
Headings: 1.3
Conducting Research in Social Psychology

1.3 Conducting Research in Social Psychology
Learning Objectives
The Importance of Scientific Research
Measuring Affect, Behavior, and Cognition
Social Neuroscience: Measuring Social Responses in the Brain
Observational Research
The Research Hypothesis
Correlational Research
Experimental Research
Factorial Research Designs
Deception in Social Psychology Experiments
Interpreting Research
Key Takeaways
Exercises and Critical Thinking

Content: Social behavior is also considered by religious leaders, philosophers, politicians, novelists, and others, and it is a common topic on TV shows. But the social psychological approach to understanding social behavior goes beyond the mere observation of human actions. Social psychologists believe that a true understanding of the causes of social behavior can only be obtained through a systematic scientific approach, and that is why they conduct scientific research. Social psychologists believe that the study of social behavior should be empirical
Based on the collection and systematic analysis of observable data. —that is, based on the collection and systematic analysis of observable data. The Importance of Scientific Research
Because social psychology concerns the relationships among people, and because we can frequently find answers to questions about human behavior by using our own common sense or intuition, many people think that it is not necessary to study it empirically (Lilienfeld, 2011). Lilienfeld, S. O. (2011, June 13). Public skepticism of psychology: Why many people perceive the study of human behavior as unscientific. American Psychologist.