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To make the experiment more ethical, the participants could've been debriefed.
Instead of doing 103 trials in the same area, they could have expanded the population to other areas, eg: cities/states/countries, to improve the pop. validity.

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Obvious emergency situations arouses emotional response, therefore we are motivated to help according to cost/reward. Eg: reducing an unpleasant emotional response, effort/embarrassment, rewards of helping.

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"It's for men to help him, I'm not strong enough, I wish I could help, I've never seen this kind of thing before, I don't know where to look."

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Cane: 62/65
Drunk: 19/38
Once 1 person started helping, others joined.
Slight tendency for same-race help
90% of helpers= male
Diffusion of responsibility not evident, as larger groups helped quicker.
21/103 trials s total of 34 people left the area, especially drunk victim.

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Independent Variables:
Victim drunk or ill.
Victim black or white.
Model intervened after 70 or 150 seconds or no model.
Group size.
Dependent Variable:
Helping behaviour

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The method used was a type of field experiment using participant observation.
The participants were approximately 4450 men and women travelling on a particular stretch of the New York underground system between 11 a.m. and 3 p.m. on weekdays during the period of April 15th to June 26th, 1968.
Two particular trains were selected for the study. The trains were chosen because they did not make any stops between 59th Street and 125th Street. This means that for about 7.5 minutes the participants were a captive audience to the emergency.
Therefore a single trial was a non-stop, 7.5-minute journey in either direction.
Four different teams of observers collected data for 103 trials.
The victim always stood next to a pole in the center of the critical area. As the train passed the first station (approximately 70 seconds after departing), the victim staggered forward and collapsed. Until receiving help, he remained motionless on the floor, looking at the ceiling. If he received no help by the time the train slowed to a stop, a model helped him to his feet. At the stop, the team got off and waited separately until other passengers had left the station before proceeding to another platform to board a train going in the opposite direction for the next trial. Six to eight trials were run on any given day and all trials on a given day were in the same victim condition.

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The study was conducted to investigate the behaviour of bystanders following the case of the brutal murder of Kitty Genovese in New York in 1964.
The murder attracted interest from psychologists because according to the press not one person out of the nearly 40 people, who witnessed the attack lasting over half an hour, tried to help or contacted the police.

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The factors they were interested included:
-The type of victim (drunk or ill)
-The race of the victim (black or white)
-The speed of helping
-The frequency of helping
-The race of the helper.

Importantly the field experiment also investigated the impact of the presence of a model (someone who offers help first), as well as the relationship between the size of the group and frequency of helping.

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To investigate factors which would affect whether or not someone would help another person.