This is why in the research conducted; the researcher identified both the dependent and independent variables in order to know which factors he cannot manipulate.
However, the researcher did not rely on quantitative methods. This is because in quantitative methods, much data is collected which implies that results may be limited as they offer numerical explanations rather than detailed description of results. In addition, research is conducted in unnatural way in order to apply a level of control, which might produce different results from the real world results. Further, results obtained do not reflect how people think and feel about the research topic.
The researcher in this research had good grasp of research questions, which allowed him to compare photographs of candidates in different newspapers but in the same race. In this case, Pollock (58) asserts that it is easy to influence information in reproducible and consistent