It was after these two approaches that there was the incorporation of the more popular qualitative research that was later on concluded by quantitative research all that are later discussed extensively (Kinnear, 1994, 56). In addition to these, it is important to recognize there are two different methods through which a researcher can gain data and this is by either secondary research or primary research. Secondary Research in psychometrics Secondary research involves analyzing already existing information on the stated subject. In this case, secondary research involved a couple of approaches. The first approach involved going online and looking at several sites.
This was in an attempt to understand the different approaches that various professionals and writers had to say regarding the issue of sex appeal advertising. This method was resourceful from the fact that different opinions lead to some form of loggerheading and creates a basis for more research by individual professionals (Howell 2002). With increase in research, it is clear that more information is arrived at and consequently more knowledge is articulated. Another mode of secondary research incorporated was by visiting live libraries.
Libraries harbor many books with different topics and the fact that the library was visited gives more credit to the information presented seeing as many books were visited. There was also the watching of many videos and documentaries that assisted understand the manner through which cultures in the prior years used to take the issue. This is compared to the manner through which contemporary cultures perceive and act on the matter. Primary Research in psychometrics Primary research is the research through which a research gets information first hand without referring to any other research carried out prior to the date of research.
One of the methods that I used in an effort to accumulate data through primary research was by observation. I was able to stand across a street directly opposite to a lotion-advertising billboard that had a semi-naked woman photographed in it. I was able to observe the reactions that different woman across all ages as they passed through the location (Okafor, 2009, 108). From this method, I got to understand that different women of different ages had different reactions to the billboard.
Women of a slightly older age were greatly offended by the billboard and could be seen frowning as they passed through the location. However, other women of a younger age group did not seem disturbed by the billboard.
Howell, D.C. (2002). Statistical methods for psychology. Belmont, CA: Duxbury.
Kinnear, P. R. & Gray, C. D. (2008). SPSS 16 Made Simple. Hove: Psychology Press. Shows you how to carry out factor analyses in SPSS.
Kline, P. (1994). An easy guide to factor analysis. London: Routledge. Use for details on factor analytic theory.
Okafor, L. (2009). Barriers to learning: adults returning to UK institutions of HE. Unpublished MA dissertation, Institute of Education, University of London.
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Tolmie, A., Muijs, D. & McAteer, E. (2011). Quantitative methods in educational and social research using SPSS. Open University Press. (Chapters 8 and 9). Background on measurement issues and discussion of factor analysis.
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