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Archival studies are particularly valuable for examining cultural or historical trends. For example, in one study of physical attractiveness, researchers wanted to know if American standards of female beauty have changed over several generations. These researchers looked through two popular women’s magazines between 1901 and 1981 and examined the measurements of the female models. They found that "curvaceousness" (as measured by the bust-to-waist ratio) varied over time, with a boyish, slender look considered desirable in some time periods but not in others.


Sometimes psychologists interview, test, observe, and investigate the backgrounds of specific individuals in detail. Such case studies are conducted when researchers believe that an in-depth look at one individual will reveal something important about people in general.

Case studies often take a great deal of time to complete, and the results may be limited by the fact that the subject is atypical. Yet case studies have played a prominent role in the development of psychology. Austrian physician Sigmund Freud based his theory of psychoanalysis on his experiences with troubled patients. Swiss psychologist Jean Piaget first began to formulate a theory of intellectual development by questioning his own children. Neuroscientists learn about how the human brain works by testing patients who have suffered brain damage. Cognitive psychologists learn about human intelligence by studying child prodigies and other gifted individuals. Social psychologists learn about group decision making by analysing the policy decisions of government and business groups. When an individual is exceptional in some way, or when a hypothesis can be tested only through intensive, long-term observation, the case study is a valuable method.

An electroencephalogram, or EEG, is a recording of the action potential, or electrical, activity of the cerebral cortex of the brain. An EEG is made by attaching electrodes to the scalp, then collecting, amplifying, and recording the electrical impulses of the brain.

Biopsychologists interested in the links between brain and behaviour use a variety of specialized techniques in their research. One approach is to observe and test patients who have suffered damage to a specific region of the brain to determine what mental functions and behaviours were affected by that damage. British-born neurologist Oliver Sacks has written several books in which he describes case studies of brain-damaged patients who exhibited specific deficits in their speech, memory, sleep, and even in their personalities.

This positron emission tomography (PET) scan of the brain shows the activity of brain cells in the resting state and during three types of auditory stimulation. PET uses radioactive substances introduced into the brain to measure such brain functions as cerebral metabolism, blood flow and volume, oxygen use, and the formation of neurotransmitters. This imaging method collects data from many different angles, feeding the information into a computer that produces a series of cross-sectional images.

A second approach is to physically alter the brain and measure the effects of that change on behaviour. The alteration can be achieved in different ways. For example, animal researchers often damage or destroy a specific region of a laboratory animal’s brain through surgery. Other researchers might spark or inhibit activity in the brain through the use of drugs or electrical stimulation.

This magnetic resonance imaging (MRI) scan of a normal adult head shows the brain, airways, and soft tissues of the face. The large cerebral cortex, appearing in yellow and green, forms the bulk of the brain tissue; the circular cerebellum, Centre left, in red, and the elongated brainstem, Centre, in red, are also prominently shown.

Another way to study the relationship between the brain and behaviour is to record the activity of the brain with machines while a subject engages in certain behaviours or activities. One such instrument is the electroencephalograph, a device that can detect, amplify, and record the level of electrical activity in the brain by means of metal electrodes taped to the scalp.

Advances in technology in the early 1970s allowed psychologists to see inside the living human brain for the first time without physically cutting into it. Today, psychologists use a variety of sophisticated brain-imaging techniques. The computerized axial tomography (CT or CAT) scan provides a computer-enhanced X-ray image of the brain. The more advanced positron emission tomography (PET) scan tracks the level of activity in specific parts of the brain by measuring the amount of glucose being used there. These measurements are then fed to a computer, which produces a colour-coded image of brain activity. Another technique is magnetic resonance imaging (MRI), which produces high-resolution cross-sectional images of the brain. A high-speed version of MRI known as functional MRI produces moving images of the brain as its activity changes in real time. These relatively new brain imaging techniques have generated great excitement, because they allow researchers to identify parts of the brain that are active while people read, speak, listen to music, solve math problems, and engage in other mental activities.

In contrast with the in-depth study of one person, surveys describe a specific population or group of people. Surveys involve asking people a series of questions about their behaviours, thoughts, or opinions. Surveys can be conducted in person, over the phone, or through the mail. Most surveys study a specific group-for example, college students, working mothers, men, or homeowners. Rather than questioning every person in the group, survey researchers choose a representative sample of people and generalize the findings to the larger population.