nomothetic - studies behaviour by generalising large studies and principles universally, reductionist and determinist, hypotheses are created and tested in controlled lab settings. behaviourism (Skinner's rats, Pavlov's dog), cognitive (Miller's law - memory, magic 7+ or - 2), biological (brain scans)
strength - testing under standardised conditions, using data sets to provide: group averages, stat analysis, prediction and control (eg. IQ testing). scientific credibility
weakness - accused of 'losing the whole person', link to schizophrenia (there are statistics about schizophrenia but no understanding of what it's actually like to suffer from this disorder). idiographic and nomothetic approaches should be complimentary rather than contradictory