Have you ever stopped to think about the range of topics worthy of sociological research? From cults to cultural appropriation and the effects of divorce on kids, there is a world of topics to investigate. The fascinating part about sociology is that you can study anything. This is possible because the discipline has a well-established scientific method, the process a sociologist uses to develop and test theories. This involves using various tools to observe, research, measure, and investigate the larger social world. Let’s consider three tools and how they might be applied in sociological research.
Beginning with the in-depth interview we find that this is a one-on-one open-ended method that probes for deeper meaning and understanding of the responses of the interviewee. Typically conducted in a face-to-face setting, this method of gathering information has its pros and cons. On the plus side, it allows the interviewer to make sure the interviewee understands the question and probe for further information as warranted. On the other hand, many people are uncomfortable speaking about intimate topics in front of strangers and, as a result, may not be as revealing in their answers as they would otherwise. Consider, for example, the topic of gender and sexuality. A person being interviewed in an LGBTQ+-friendly country may feel comfortable speaking openly about their sexuality. In juxtaposition, someone living in one of the most homophobic countries, as identified by the World Population Review, would be greatly hesitant to speak up.
Next on our list are focus groups, small group interviews, or guided discussions using a moderator to gain insight into the participants’ opinions on specific topics. The interesting part about focus groups is that they are used by sociologists and business organizations alike. Focus groups allow the researcher to gather feedback on a particular topic, but also observe social norms and behaviors among group members. The downside of a focus group is the potential for groupthink, the tendency of group members to yield to the desire for consensus rather than expressing individual or alternative ideas. This may be particularly true if there are some outsized personalities in the group that dominate those around them. In this instance, the moderator will need to skillfully manage the group without alienating its members. What are the skills necessary to be a successful focus group moderator? Luckily you don’t have to guess because a lot of research has been conducted on how to successfully moderate a focus group.
Lastly, there is participant observation, a method in which the researcher participates in the social phenomenon being studied. This method is one in which the researcher interacts with the subject being studied. This can be done either overtly or covertly. With overt participant observation, the researcher makes the subjects aware that they are being studied. For example, I am a wedding researcher, and my area of specialization is the business of weddings. When I was working on my dissertation, I took a course on how to become a wedding planner. Before signing up for the course, I made the instructor aware of my project, and on the first day of class, I introduced myself to the other students as a wedding researcher. For the class, I took notes and participated in the class activities like everyone else. I also took notes on what I observed about the other people taking the course. I participated, but I also observed.
