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Opinion Based Research Methods
Opinion based research methods generally involve designing an experiment and collecting quantitative data. For this type of research, the measurements are usually arbitrary, following the ordinal or interval type.
Questionnaires are an effective way of quantifying data from a sample group, and testing emotions or preferences. This method is very cheap and easy, where budget is a problem, and gives an element of scale to opinion and emotion. These figures are arbitrary, but at least give a directional method of measuring intensity.
Quantifying behavior is another way of performing this research, with researchers often applying a ‘numerical scale’ to the type, or intensity, of behavior. The Bandura Bobo Doll experiment and the Asch Experiment were examples of opinion based research.
By definition, this experiment method must be used where emotions or behaviors are measured, as there is no other way of defining the variables.
Whilst not as robust as experimental research, the methods can be replicated and the results falsified.
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