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METHODOLOGY METHODOLOGY OF THE BEHAVIOURIST APPROACH One form of methodology used by the behaviourist approach (BA) is laboratory experiments with humans. This study takes place in a controlled, artificial setting. It does not necessarily have to be in a scientific laboratory, any room set aside for a psychology experiment is considered a lab. This is shown in Bandura's 1961 Bobo doll experiment where the participants (children) were in a room with many toys, always containing the same amount.

The experimenter will manipulate the independent variable (IV), in this case the exposure to aggression the children face, and will measure the dependent variable (DV), the behaviour of the children towards the Bobo doll.

Another feature of lab experiments is having standardized procedures, all participants experience the same experimental environment. The manner in which Bandura's model displayed aggression with the use of a toy hammer consistently, is considered to be a standardized procedure. For it to be fully considered a lab experiment, there must be multiple participants and they must know they're being observed.

Behaviourist use this methodology, because they believe only observable behaviour is worth studying. Observable behaviour is very important as we can not confirm what goes on in the mind, there is no way of measuring it and behaviourist only observe measurable behaviour. Furthermore early behaviourist argued if psychology was to be considered a science it would need a scientific method of collecting data. The environment also plays a huge role , as if we learn form the environment , we can manipulate it to establish cause and effect relationships. Cause being the IV ( Bandura's model's level of aggression) and effect being the DV ( The level of aggression displayed by the children based on their exposure.)

Data collected in lab experiments is quantitative, therefore they are unbiased and less open to subjectivity and interpretation. Also , by having standardised procedures it allows the experiment to be performed by other researchers demonstrating reliability. If the results remain consistent over time it displays validity ( measuring what they intended to).

Lab experiments allow for complete control of the environment, ensuring that only the IV affects the DV because extraneous variables such as temperature are controlled. This is a beneficial factor , however with so much control lab experiments tend to have low ecological value. The experiments do not replicate real life situations because of the artificial environment , minimising generalizability. Another weakness of lab experiments is , because participants know they're being observed, they may alter their behaviour to either please or mess with the experimenters study and results, this is known as demand characteristics. Finally experimenter effects , where the experimenter may deliberately or inadvertently alter the behaviour of the participants by their

personal behaviour, for example the experimenter's body language or tone of voice.

METHODOLOGY OF THE BOLOGICAL APPROACH

Lab studies with animals by Selye

Twin studies by Bouchard and McGue

One methodology used in the biological approach is laboratory experiments with animals. For example, Selye's 1936 experiments with rats which was done to investigate how the body reacts to stress.

Psychologists in the biological approach use this form of methodology because it allows the investigation of behavior on a biological basis and investigation of localization can be done by causing brain damage, which is unethical to perform on humans. An example of this method being unsuitable and unethical to perform on humans is Selye's experiments, where extreme cold, heat and were surgically operated on. Another reason psychologists use this method is because it offers a level of control which is not possible with humans.

Key features of this methodology is that it takes place in a controlled environment with standardized procedures. The experimenter will manipulate at least one independent variable to then measure its effect on at least one dependent variable cresting two or more conditions. Another key feature is that more extraneous variables are eliminated by having controlled conditions outside of the experimental situation. It is also nomothetic as a number of animals are experimented on. The final key feature is that lesions (cuts) can be made on the brain to study localization also, particularly in the biological approach, new drugs are tested on animals.

Strengths of this approach are that it has been applied to humans, for example Selye's rats has been used to support GAS theory. It also has less emotional involvement because it uses animals and finally, animals are nit subjected to demand characteristics, they can not guess the aim of the experiment and decide to please or screw up the experimenters results. However their behavior is not representative of their behavior in their natural environment.

Weaknesses of this methodology are that its generalizability and its ethical issues which create moral debates. Generalizability is considered a major problem because even though we share similar feature as some animals we are not alike.

Another methodology of the biological approach is twin studies, this study focuses on investigating the effect that genes have on behavior. it is done by studying the similarities and differences between two individuals who are genetically related and is based on the assumption that behavior can be explained by the influence of genes.

There are two types of twins used in the study. Monozygotic (MZ) twins where twins are identical and always the same gender as there is 1 sperm and 1 egg. Dizygotic (DZ) twins , the twins share a womb, but are no more genetically similar than other siblings, they are non-identical (fraternal) twins as there are 2 sperms and 2 eggs.

The key features of this study are that a trait of which researchers want to find the genetic basis of such as intelligence is selected. A concordance rate is calculated and researchers compare MZ and DZ twins, allowing them to see some of the effects of genes. It would be ideal to study twins who have been reared apart to separate the effects of nature and nurture.

An example of this is Bouchard and McGue's 1981 research on the Inheritance of IQ. MZ twins reared apart showed 76% similarity in results, while DZ twins reared apart showed 35% in similarity. The results conclude that genes have a massive influence on IQ.

METHODOLOGY OF THE PSYCHODYNAMIC APPROACH

One methodology used in the psychodynamic approach is clinical interviews. It is used by psychotherapists where the client is encouraged to talk about his or her past emotions. For example dream analysis.

The key features are the unstructured interview. This is because they are trying to uncover unconscious conflicts and each person is unique. The patient is free to discuss anything they wish. Another feature is a clinical diagnosis will be made during dream analysis or free association.

Harris and Campbell (1999) investigated the role of the unconscious factors in unplanned pregnancy. They interviewed 128 pregnant women. Those with unplanned pregnancy were significantly more likely than others to believe pregnancy would benefit them (81% compared) (6% planned). This suggests that the participants in the unplanned pregnancy group were unconsciously motivated to get pregnant, this supports Freud's unconscious motivation of the Electra complex.

The strengths of this methodology are that it is valid. The data comes directly from the individual so the data that is collected is more valid as it is the persons experience rather than superficial behavior measured in a lab. It is rich and varied, the individual differences can be studied and focused upon (e.g. psychosexual stages, the effect fixation causes on the later personality). Clinical interviews can be used as a therapy as well as a research method e.g. dream analysis.

The weaknesses of this is Freud himself recognized the failings of free association. It is hard to allow a stream of conscious thoughts out , as the unconscious will always try to block it. Therapists subjectively interprets the data therefore it creates an issue in that this approach may not be viewed as reliable and is open to researcher bias. The unconscious is not measurable and is deemed as un-falsifiable and therefore unscientific. E.g. Little Hans phobia of horses could be explained by classical conditioning.

Another methodology used is the use of Case studies. It is used because it is the only way to study one person in enough detail. It focuses on one person in great detail. It generates qualitative data which is in depth , detailed data which is based on someone thoughts and feelings compared to quantitative. It focuses on one individual and the uniqueness of that individual and the uniqueness of that individual compared to a group of people. It is idiographic.

Examples of this are Little Hans and Wolf Man's case studies. The strengths of this is true insight into the behavior by spending time with a person, compared to a 'snap -shot' given by laboratory experiments. Also that it produces qualitative data and it is idiographic.

However it is considered to be subjective , open to interpretation. Due to the fact that Freud only used women in his case study therefore making it difficult to generalize his psychosexual stages to males, showing problems in generalizability.

METHODOLOGY OF THE COGNITIVE APPROACH

One methodology of the cognitive approach is laboratory experiments with humans. Experiments are done in any room set aside for an experiment, a lab, which is an artificial environment with controlled conditions. Scientists use this because it allows them to measure internal mental processes to explain human behavior, therefore they are extremely scientific. They design experiments to measure our thinking to explain complex behavior, creating a cause and effect relationship.

Laboratory experiments have been used by psychologists such as Loftus , through tight control over variables, she demonstrated that changing a verb ( independent variable) after witnessing a video of a car crash alter the dependent variable which was the estimated speed is MPH.

The results of this study has led to real life application. The wording of questions asked by police investigators after an incident can given biased responses, having huge legal implications.

Another feature of lab experiments is having standardized procedures, all participants experience the same experimental environment. For it to be fully considered a lab experiment, there must be multiple participants and they must know they're being observed

This method of methodology has numerous strengths. It could be argued that lab experimenters favored by the cognitive approach are much more valid as they control extraneous variables that can create issues of validity. In Loftus' study , she controlled participant age and extraneous variables in order to measure the impact of the change in verb on estimated speed.

Furthermore the cognitive approach and their use of lab studies with humans has been beneficial as they use their generalizable results that have allowed for practical application such as changing how police officers question witnesses in a crime to provide much more accurate details.

However, the weaknesses are, the cognitive method of lab studies using humans limitations as demonstrated in the study by Loftus . The manipulation of variables and having tight control over them creates this problem when researchers try to apply their results to real life. In eye witness testimony research it could be suggested that these studies lack ecological validity.

Another issue is that in lab experiments, people do not act as they would do in real life, therefore it suggests that they suffer from demand characteristics and does not reflect their natural behavior. This can be illustrated with Loftus' study because in real life eye witnesses are influenced by many more factors that affect their account of a scene (such as weapon focus) than just a verb change in an interview.