Direct and Indirect Measurements of Stereotypes Analyzing the use of Direct and Indirect Measurements of Stereotypical Behaviors

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Direct and Indirect Measurements of Stereotypes
Analyzing the use of Direct and Indirect Measurements of Stereotypical Behaviors
In the direct measurement of stereotypes, such as the free response, scientists must ask if it is a reliable measurement of stereotypes. Many people may answer a free question regarding a particular group, but answers may be given to the tester of what the tested may what the tester to hear. For example, if a behavioral scientist were to ask a student his or hers feelings regarding African Americans, the student may state what is perceived as the ‘right’ answer at the time, so the scientist does not project the student as a bigot, racist, discriminatory or stereotypic. Therefore, according to David J. Schneider (2004), “free responses are not ideal measures” (35). In another explanation with free response measurements, educated college students may experience direct associations with groups, thus being less stereotypical or will not produce stereotypic answers because of the understanding of cultural differences or denying negative feelings of stereotypes, i.e. believing that “African Americans […] get more than they deserve and deny individual responsibility rather than negative qualities per se” (as cited in Schneider, 2004, p35). However, in situations such as the above aforementioned, analysis on stereotypical behaviors is difficult to measure without falsifying or manipulating data.
Another example in the Katz and Braly (1933) study of direct measure is the use of cultural experiences of certain group types. However, being suggestive, is this plausibly a direct measure of stereotypes? If the author was given a survey asking if Asian males were 1. Smart in mathematics; 2. Short 3. Pushy, 4...

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... took approximately six months, but shows that explicit measure, according to Schneider (2004), “is more prone to recall information that is associated with the stereotype” (p. 60), and thus “can be taken as measures of existence of stereotypes” (Schneider, 2004, p. 60), which the subject revealed – and the original reason for the direct association with the subject and study by the author.

Bing. (2014, May 14). Defintion of Black. Retrieved from Bing Dictionary:
Monteith, M. J., & Spicer, C.V. (2000). Contents and Correlates of Whites' and Blacks' Racial Attitudes. Journal of Experimental Social Psychology, 36, 125-154.
Schneider, D. J. (2004). The Psychology of Stereotyping. New York: The Guilford Press.

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