Back to the Future: Methodologies That Capture Real People in the Real World. (July 2017)

• Record Type: Journal Article
• Authors: Cheung, Ho Kwan; Hebl, Mikki; King, Eden B.; Markell, Hannah; Moreno, Carlos; Nittrouer, Christy
• Is Part Of: Social psychological & personality science. Volume 8:Number 5(2017)
• Page Start: 564
• Page End: 572
• Publication Date: 2017-07
• Subjects: methodology -- field experiments -- big data -- observations -- archival research; Personality -- Periodicals; Social psychology -- Periodicals; Electronic journals; 155.2
• DOI: 10.1177/1948550617709113
• Languages: English
• ISSNs: 1948-5506

Abstract

This article argues that social and personality psychology theory and findings have been unnecessarily hampered by our reliance on a set of methodological lenses that sacrifice external validity and generalizability. We further urge researchers to renew their use of both classic and evolving alternative methodologies. In particular, we discuss and consider pros and cons of field experiments, big data, archival research, and observations. We propose that it is up to us, as researchers, to ensure that we maximize the breadth of our theory and quality of data by expanding and triangulating the ways in which we collect data.