Research methods and evidence
Research methods and evidence
You read that a reminder increased attendance. Before using it yourself, you want to know whether the reminder caused the increase, how much it helped, and whether the same approach would make sense for the people you’re trying to help. Research methods and statistics help you ask those questions carefully. This collection covers study design, measurement, causation, uncertainty, and the problems that can make a finding misleading.
Start with the question
What do you need to know?
Start with what you want to find out. A survey can tell you what people report; an experiment can help estimate what caused a change. The best choice depends on the question, not on which method sounds most impressive. Who you study, what you measure, and how you analyze the results matter too.
01
Describe what is happening
You want to know how often something happens, what people do, or what they say about an experience. Observation, records, and surveys can help, as long as you’re clear about what each one captures.
02
Find out what caused a change
Something improved after a new policy or reminder was introduced. Would it have improved anyway? These methods help you compare what happened with a reasonable estimate of what would have happened without the change.
03
Check what you’re measuring
A confidence score, a quiz result, and a record of what someone did tell you different things. Check whether your measure captures the idea you care about and does so consistently.
04
Understand effect sizes and uncertainty
How much did things change? How precise is the estimate? An effect size, a confidence interval, and a p value each answer a different question. Learn what they mean before deciding how impressed to be.
05
Understand how, when, and for whom
A program might help one group more than another. It might also work through a process you want to understand, such as improving confidence. Learn the difference between studying those patterns and showing what caused them.
06
Ask whether it would work elsewhere
A well-run study can still leave you unsure about another school, company, or community. Compare the people, setting, and way the intervention was delivered before expecting the same result.
07
Read several studies together
When studies disagree, a review can help you make sense of them. But you still need to know which studies were included, which results might be missing, and whether the studies tested similar things.
What the evidence tells you
Different claims need different evidence
Showing that two things happen together is different from showing that one caused the other. The six claims below help you work out what to look for in a study and what might make its conclusion less convincing.
01
“People report this.”
Evidence to look for
Surveys or interviews that ask clear questions and include the people you want to understand.
What could mislead you
People may misremember, interpret a question differently, or give an answer that sounds good. People who don’t respond may differ from those who do.
What to check
Read the actual questions and response options. Check who was asked, who answered, and whether the study measured behavior or only asked people to describe it.
02
“These two things move together.”
Evidence to look for
Measurements showing an association, with a clear explanation of who was studied, when, and how the relationship was analyzed.
What could mislead you
One thing might cause the other, the direction might run the other way, or a third factor might influence both.
What to check
Look for alternative explanations. Did one thing happen first? Could differences between the people or the way the variables were measured explain the pattern? Does it appear in another sample?
03
“This caused that.”
Evidence to look for
Random assignment, or another study design that gives you a credible estimate of what would have happened without the treatment.
What could mislead you
Groups may have differed from the start, participants may have dropped out, or the treatment may not have been delivered as planned. People in one group can also affect the other.
What to check
Ask why the comparison group is a fair comparison. Check whether another policy, event, or change could account for the result.
04
“The effect matters.”
Evidence to look for
An effect size showing how much changed, with an estimate of uncertainty and a measure of the outcome you care about.
What could mislead you
Statistical significance doesn’t tell you whether the effect is useful. A big increase in clicks, for example, might produce no improvement in the outcome you really wanted.
What to check
Compare the result with what would count as a worthwhile improvement. Did it last? Who benefited? What did it cost, and were there harms or better uses of the same resources?
05
“This is how it works.”
Evidence to look for
A study that measures the proposed process, checks what happened first, and tests explanations that might otherwise fit the same result.
What could mislead you
A pattern consistent with a proposed mechanism doesn’t prove that mechanism caused the effect. Measurements taken after treatment can also introduce bias.
What to check
Check what the analysis assumes, when each variable was measured, and which alternative explanations were ruled out. Did the researchers test a change in the process they say explains the effect, or only measure it?
06
“It will work here too.”
Evidence to look for
New studies or other evidence testing whether the finding holds for the people, settings, times, and ways of delivering the intervention that matter to you.
What could mislead you
A study can give a convincing answer for one group without telling you what will happen in another. Schools, workplaces, and delivery teams can differ in ways that change the result.
What to check
Compare your setting with the study. Are the people, intervention, outcome, and conditions similar in the ways that might affect whether it works?
The APA Journal Article Reporting Standards and CONSORT 2025 describe the information researchers should report so that readers can assess a study. They can help you spot missing details, but good reporting is not the same as a good study design.
Working through an example
Attendance went up after a reminder. What do you know?
Imagine a company sends a reminder before a training session, and attendance is higher than at the previous session. It’s tempting to give the reminder the credit. But perhaps the new session was held at a better time, or a busy period at work had ended.
Those possibilities matter because a before-and-after comparison can’t, on its own, tell you why attendance changed. A clearer test would give employees access to the same session and randomly assign them to receive a reminder or not. Comparing attendance between those assigned groups could help you estimate the reminder’s effect.
Even then, you’d have answered a question about attendance—not whether the training helped people do their jobs. That is a separate question, requiring a measure of later job performance and a comparison that helps you estimate what would have happened without the training. Getting more people into the room and helping them do better work are different outcomes.
Learn how to design a studyLearning paths
Learn how to read a study
These four paths cover study design, measurement, statistics, and the research practices that can make published findings more or less trustworthy. Read them in order, or begin with the topic you need.
Path 1
Understand a causal claim
Start with the difference between things happening together and one thing causing another. Then learn what randomized trials, natural experiments, and quasi-experiments can tell you.
Path 2
Understand what a score tells you
How do you measure something you can’t observe directly, such as confidence? Learn how researchers turn an idea into a measure, and how validity and reliability help you judge the result.
Path 3
Make sense of the statistics
Learn what effect sizes, confidence intervals, p values, and statistical power tell you. Then ask whether the result is large enough to matter in practice.
Path 4
Look beyond the published result
A paper doesn’t always show the full research process. These entries explain why plans made before seeing the data matter, how selective analysis can mislead, and why missing studies change the picture.
Beyond one paper
One study is rarely the whole answer
A single paper can be interesting and still leave the bigger question unanswered. Have other researchers found something similar? Did they study the same people and outcomes? Are we seeing the full set of findings, or mainly the ones that made an appealing story?
A systematic review uses an explicit process to find and assess the relevant studies. A meta-analysis combines numerical results from studies when that combination makes sense. This can give you a clearer picture, but an average may hide important differences, and missing or biased results can still mislead you. You still need to judge how trustworthy the studies are and whether the combined answer is useful for your question.
It also helps to separate three questions. Reproducibility asks whether someone can get consistent results using the original data and analysis. Replication asks whether a new study, with new data, finds a consistent result. Generalizability asks whether the finding applies to other people or settings. Success on one doesn’t settle the others.
For an applied example, the evidence appendix to our review of The Psychology of Money compares a favorable financial-education synthesis with a later critique of how published results were selected.
For guidance on reviewing several studies, see the Cochrane Handbook and PRISMA 2020 . For these definitions of reproducibility and replication, see the National Academies report .
For product and design questions
Looking for UX research methods?
Usability testing, card sorting, and contextual inquiry help you understand how people use a product. You’ll find these and 15 other terms in the separate UX Research Methods collection.
Research methods glossary
All 46 research methods and statistics terms
Search for a method, statistical idea, or problem with the evidence. The short definitions below give you a starting point; open an entry for the full explanation.
A
- Attributional ambiguity
Attributional ambiguity is uncertainty about why someone gave feedback or treated a person in a particular way. In research on stigma, it often concerns whether treatment reflects personal qualities or group-based prejudice.
B
- Bayesian updating
Bayesian updating is the process of revising probabilities with new evidence, using Bayes’ theorem. A posterior probability combines a prior probability with the likelihood of the evidence under each hypothesis. The result is normalized across the alternatives considered.
- Belief updating
Belief updating is revising a belief when new information becomes available. It can involve changing a probability estimate, accepting a different explanation, or adjusting confidence. The term does not imply that the revision is accurate or biased.
- Between Subjects Design
A between subjects design, also called an independent groups or between-groups design, compares different participants in different conditions. One group experiences one condition; another group experiences another. The outcomes are then compared.
- Between Subjects vs Within Subjects
These study designs differ in whether comparisons involve different people or repeated observations of the same people.
C
- Causal inference
Causal inference asks whether one thing caused another, rather than whether they simply happened together. It uses comparisons and assumptions to estimate what would have happened without the treatment, policy, or event.
- Collider bias
Collider bias occurs when a statistical analysis conditions on a shared consequence of other variables, potentially creating or distorting an association. The relevant causes need not be the treatment and outcome themselves; they may also be causes of those variables.
- Confounding
Confounding occurs when a third variable influences both the independent and dependent variables, distorting the association used to estimate a causal effect. Confounding can occur alongside a genuine causal effect. It is an important threat to valid causal inference from observational data.
- Construct operationalization
Construct operationalization means deciding how to measure or manipulate a concept in a study. For confidence, for example, researchers need to specify which questions, scores, or observations will represent it.
- Construct validity
Construct validity concerns the evidence for interpreting a measure as an assessment of a particular theoretical concept. A measure behaving as the theory predicts is useful evidence, but one successful prediction does not settle what it measures.
- Content Validity
Content validity concerns whether a measure’s content adequately represents the construct it is intended to assess for a particular population and purpose. It asks whether relevant aspects are included, important aspects are missing, and the items make sense to the intended respondents.
- Cultural Bias
Cultural bias is systematic distortion in judgment or measurement arising when culturally specific meanings, assumptions, or procedures are treated as equally appropriate across groups.
D
- Debiasing
Debiasing means trying to reduce systematic errors in judgment or choice. It needs a standard for what counts as better. Changing a person's behavior is not enough to show that an error was corrected.
- Digital Phenotyping
Digital phenotyping uses measurements from digital devices to study behavior and its relationship with health. Smartphone sensors, device-use records, and surveys can give researchers repeated observations of aspects of daily life. These records capture parts of a person’s activity, not the whole person.
E
- Ecological validity
Ecological validity usually refers to how well research represents or generalizes to the everyday conditions we care about. The important question is which conditions.
- Effect size
An effect size describes how large a difference or association is. It helps answer the practical question: how much changed?
- Experimenter Bias
Experimenter bias occurs when a researcher’s expectations influence how a study is conducted, observed, or interpreted. One important form is the experimenter expectancy effect: expectations influence interactions with participants or animals and may affect the measured response.
- External validity
External validity is the extent to which study findings can be generalized to other populations, settings, times, and conditions beyond those specifically examined in the study.
- Extraneous Variable
An extraneous variable is a factor outside the focal independent variable that can influence the measured outcome. Examples might include prior experience, fatigue or testing conditions, depending on the study.
F
- Factor Analysis
Factor analysis models relationships among observed variables using a smaller set of unobserved factors. In a common-factor model, variation shared across measures is separated from variation specific to each measure. Researchers use it to investigate the structure of questionnaires and other measurements.
H
- HARKing
HARKing means Hypothesizing After the Results are Known: developing a hypothesis after seeing the data, then presenting it as a prediction made beforehand. It makes an explanation fitted to a result look like a successful test of a prior idea.
I
- Internal validity
Internal validity is the extent to which a study can establish a causal relationship between the treatment and the outcome, ruling out alternative explanations.
M
- Matched Pairs Design
In a matched-pairs design, researchers pair participants on characteristics relevant to the outcome, such as baseline symptoms or prior achievement. In a randomized experiment, one member of each pair is assigned to one condition and the other to the comparison condition. The pair is split between conditions; it is not assigned as a unit.
- Mathematical Modeling
Mathematical modeling, also spelled mathematical modelling, expresses a proposed account of a system in equations. In behavioral science, a model might describe how people learn from feedback or choose between options. Making the account precise lets researchers derive predictions and compare them with data.
- Measurement error
Measurement error is the difference between a measured value and the variable’s true value. Errors can add noise or systematically push results in one direction.
- Mediation
Mediation describes a proposed pathway through which one variable affects another via an intermediate variable. The mediator represents part of the explanation of how an effect arises.
- Mediation analysis
Mediation analysis estimates a proposed indirect pathway between a treatment or exposure and an outcome through an intermediate variable. It can distinguish direct and indirect effects under a specified model and set of assumptions.
- Moderation
Moderation occurs when the relationship between two variables differs across levels of another variable. A moderator describes when, where, or for whom an association or treatment effect varies.
- Moderation analysis
Moderation analysis tests whether a relationship or treatment effect changes across levels of another variable, often using an interaction term in a regression model.
N
- Natural experiment
A natural experiment arises when an event or process outside researchers’ control produces differences in exposure between groups. Researchers can use those differences to study an intervention’s effects. Examples include policy changes, eligibility rules, or lotteries run by public authorities.
- Naturalistic Observation
Naturalistic observation is systematic recording of behavior in its usual setting without deliberately manipulating the variables of interest. Researchers aim to minimize their influence, but their presence or recording methods can still change behavior.
P
- P-hacking
P-hacking is outcome-guided selection among research choices that makes a reported p-value look more convincing than the full process warrants. Transparent exploration and planned sequential testing are different.
- Placebo
A placebo is an intervention used as a comparison or treatment context without the specific active component under study. A placebo effect is a change caused by aspects of that context, such as expectations or learned associations.
- Pre-registration
Pre-registration is the practice of recording a study’s hypotheses, methods, and analysis plan before observing the relevant results. It creates a time-stamped record that helps distinguish planned tests from data-informed exploration.
- Publication bias
Publication bias is the selective availability of studies according to their results. Missing studies can make an intervention look more effective or dependable than the full evidence supports.
Q
- Quasi-experiment
A quasi-experiment is a study that resembles a randomized experiment in structure but lacks random assignment to conditions. It uses naturally occurring groups, policy changes, or pre-existing differences to approximate an experimental comparison.
R
- Randomized controlled trial
A randomized controlled trial (RCT) is an experimental design that randomly assigns participants to treatment and control conditions to isolate the causal effect of an intervention. Proper randomization protects against systematic selection into treatment groups, making it a strong basis for causal inference.
- Recall Bias
Recall bias is systematic error in reports of past events caused by how those events are remembered or reconstructed.
- Reliability
Reliability is the consistency or reproducibility of measurement scores under specified conditions, for a particular population and purpose.
- Repeated Measures Design
In a repeated measures design, the same participants are measured more than once or take part in more than one condition. Comparing each person’s responses helps researchers study change while accounting for stable differences between people.
- Replication crisis
The replication crisis is the ongoing discovery that many published research findings in psychology, medicine, and other sciences cannot be reproduced when studies are conducted again by independent researchers. It has prompted scrutiny of how studies are designed, analyzed, and published.
- Representative Sample
A representative sample adequately reflects a defined population for the characteristics and estimates of interest. Representativeness is not a single property guaranteed by sample size or matching a few demographics.
- Response Bias
In questionnaire research, response bias is a systematic influence on answers that is separate from the specific characteristic an item is intended to measure. It can distort survey scores and relationships between measures without requiring deliberate dishonesty.
S
- Sampling bias
Sampling bias happens when the people or cases in a study differ in relevant ways from the population its findings are meant to describe.
- Self-Report Bias
Self-report bias is systematic error in reports of one’s own behavior, characteristics, beliefs, or experiences.
- Statistical power
Statistical power is the probability that a planned analysis will reject a specified null hypothesis when a particular alternative effect is true.
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Search the full siteStandards and further reading
Guidance for assessing research
- American Psychological Association: Journal Article Reporting Standards
- American Psychological Association: Open Science and Methodology
- Cochrane Handbook: Preparing, maintaining, and interpreting systematic reviews
- National Academies: Reproducibility and Replicability in Science
- CONSORT 2025: Reporting randomized trials
- PRISMA 2020: Reporting systematic reviews
- Evidence Library