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: 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. doi: 10.1037/a0023963 But although we do learn about people by observing others and therefore social psychology is in fact partly common sense, social psychology is not entirely common sense. In case you are not convinced about this, perhaps you would be willing to test whether or not social psychology is just common sense by taking a short true-or-false quiz. If so, please have a look at Table 1.1 "Is Social Psychology Just Common Sense?" and respond with either “True” or “False.”