Validity - Data is said to be this if it is genuine and accurate reflection of what is being studied, Reliability - If a research study is repeated and similar findings recorded, then the data and method are seen as this, Representativeness - Research is carried out on a small section of society so it is important to find out if this compares to wider society, Generalisability - This is where data obtained from a small group can be applied to the whole of the population, Objectivity - Research must be unbiased and impartial. Personal values and beliefs should not affect the research, Ethics - Issues of right and wrong. There are professional guidelines for sociologists,

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