Methods used in psychological research are used to obtain quantitative or qualitative data. Quantitative data is most often derived from methods such as experiments and statistics analyzing data using surveys, questionnaires and interviews. Qualitative data is generally not about finding exact measures of its outcomes, but is more concerned with collecting and analyzing evidence through practices such as observation and ethnography (using observations through involvement in activities over a period of time) (Brownlow 2011). Psychologists seek explanations for human behavior; they reach conclusions through research processes that attempt to explain or even predict said behavior. Researchers strive to obtain facts and discover “what” and “why” as it relates to understanding cause and effect. This research can help understand human cognition and memory. There are many advantages and disadvantages to using particular psychological research methods, but this essay will only examine and evaluate the advantages of three different research methods, giving examples. The first method we will evaluate is that used by Adorno et al. This quantitative method of data collection used a questionnaire, which they called the F scale (F for fascism) (McAvoy 2010). Adorno argued that certain personality traits made individuals prone to being very prejudiced. There is evidence to support this claim, as they also used clinical interviews revealing aspects of the individuals' childhoods, such as being raised by very strict parents, which were found in of participants who scored high on the F scale and not always. found in individuals with a low score. People with authoritarian personalities tended to be o...... middle of paper ...... concerned about the quality of research. This is not the case. Quantitative research seeks to provide scientific answers; he makes no assumptions from his findings. Qualitative research aims to evaluate things, with the aim of seeing the bigger picture, providing a better understanding. Works Cited Brownlow, C (2010) “Making friends” in Brace, N. and Byford, J. (eds) Discovering Psychology, Milton Keynes, The Open University. Edgar, H and Edgar, G (2010) “Paying attention” in Brace, N. and Byford, J. (eds.) Discovering Psychology, Milton Keynes, The Open University. McAvoy, J (2010) “Exposing the Authoritarian Personality” in Brace, N. and Byford, J. (eds.) Discovering Psychology, Milton Keynes, The Open University. Oates, J (2010) “Learning by Watching” in Brace, N. and Byford, J. (eds.) Discovering Psychology, Milton Keynes, The Open University.