Weber:
we cannot be truly objective but try, 4 factors in research:
1) choice of topic, must be aware we chose to study is a value judgement, it has 'value relevance' to us
2) hypothesis testing & data collection, try avoid leading q's, must base hypothesis on facts rather than bias
3) interpreting data (researchers values), researchers must clearly state background, bias, values etc so readers can see unconscious bias is present in their interpretation of data
4) the sociologist as a citizen, sociologist must be mindful of the moral & political impacts of their work, cannot hide behind word 'objectivity'