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Psychology (Theories (Biological, Evolutionary Psychology, roots within…
Research Methodology
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Descriptive Research
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Case studies, good insight into individual subject but not for larger population
Surveys - most used tool in psych research, there is some problem with self reported data
Statistics
Correlation - variables that relate to each other (r value correlation coefficient). Positive and negative correlation, closer to zero lower correlation closer to 1/-1 higher the correlation. Correlation does not prove causation
Inferential Statistics: P value, lower the P value the more representative the results (P = probability)
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Theories
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Evolutionary Psychology, roots within functionalism
Cognitive theory (1960's onwards), we think before we act and measure thought processes to understand human behaviour
Humanism - Rogers & Maslow, Humans are free and rational and strive for personal growth, self concept, client centred therapy and positive psychology
Behaviourism- Watson & Skinner hav greatly influenced marketing and advertising. Based on measuring observable behaviour
Structuralists (introspection of internal elements- what is?) vs Functionalists (why? - function of consciousness) - started the school of psychology
Psychoanalysis/Psychodynamic (Sigmund Freud) Unconscious determinants of behaviour drive our actions
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Childhood development
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Parenting styles: authoritarian, permissive, authoritative & neglectful
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