Answer to Question 1
Answer: First, researchers must make sure that they are not imposing their own viewpoints learned in their own culture onto another culture with which they aren't familiar. Second, they must make sure that the independent and dependent variables are interpreted the same way in different cultures. Third, they need to be aware that there are subtle norms or values in different cultures, and that these may be operating in a new culture, without the researcher's awareness.
Answer to Question 2
Answer: Basic research is conducted to satisfy scientific and intellectual curiosity; basic researchers seek answers to questions about human behavior solely to test a specific hypothesis or theory. Applied research is conducted with an eye toward elucidating the sources of, or finding solutions to, real-world social problems. Of course, applied researchers should and do rely on basic research findings that provide information on psychological processes and social influence.
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