Subjective, Knowledge based on a person's point of view, Primary data, Research undertaken by the researcher themselves., Validity, A true or accurate picture., Quantitative data, any data based on numbers such as statistics., Secondary data, sources used by sociologists which were collected by someone else., Reliability, The same piece of research is repeated, producing the same results each time., Qualitative data, non-numerical data which gives detail and depth., Objective, When a researcher does not allow their opinions or values to influence their research., Representative, When a sample represents a typical cross-section of the population being studied., Ethics, A sociologist should make sure that no harm comes to the subjects of their research, themselves, or wider society., Interpretivism, Also known as 'bottom-up' approaches; they attempt to understand society through the eyes of individuals., Triangulation, Using a variety of methods when researching. Also known as methodological pluralism., Structural approach, Looks at how society is put together; how the various institutions relate to one another., Sampling frame, A list from which a sample is chosen., Positivism, An approach advocated by Auguste Compte which suggests that sociology can be scientific.

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