Goals of scientific enterprise: measurement & description: develop measurement techniques that make it possible to describe behaviour clearly, understanding & prediction: scientists believe they can understand events when they can explain why the event occurred. hypothesis: a tentative statement about the relationship between two or more variables: application & control: scientists hope the information they gather is relevant, resulting in more control over the problem. Theory: a system of interrelated ideas used to explain a set of observations. Methods include experiments, case studies, surveys, naturalistic observation etc. Researcher must weight pros & cons of each method in a given situation. Journal: a periodical that publishes technical & scholarly material. hypotheses: an attractive female would be seen as more attractive by males who encounter her while they experience strong emotion (fear) than by males not experiencing a strong emotion. Participants: males between ages 18-35 who cross either of two bridges in vancouver.