SOC221H5 Chapter Notes - Chapter 1: Content Analysis, Institute Of Historical Research, Social Impact Assessment
Document Summary
Social research is a process in which people combine a set of principles, outlooks, and ideas (i. e. methodology) with a collection of specific practices, techniques, and strategies (i. e. , a method of inquiry) to produce knowledge. More than just a collection of techniques, social research is a process for producing knowledge. It is a more structured, organized, and systematic process than the alternatives that most of us use in daily life. First, it is easy to overestimate the expertise of other people, for ex. Experts measured intelligence by counting bumps on skulls. Second, authorities may not agree, & all authorities may not be equally dependable. Third, authorities may speak on fields they know little about, or may be wrong for ex. Halo effect: expertise in one area may spill to be authority in a totally diff area (athlete to buy product) Issue is the misuse of authority (health foundation saying coke is ok but are affiliated with coke industry).
