Basic Explanation of Research Methodology. What is Research? Types of Research Methods? Sampling

Summary

This video provides a clear and comprehensive introduction to research methodology, covering key concepts, types of research, and methods of data collection. Faizan explains the differences between applied, basic, correlational, and explanatory research, as well as qualitative and quantitative approaches, highlighting deductive and inductive reasoning. The video emphasizes the importance of research design, sampling strategies, and representative sample selection. Practical examples illustrate surveys, experiments, interviews, and observations, showing how data can be systematically collected and analyzed. Designed for students and novice researchers, the video simplifies complex concepts and offers actionable guidance for conducting reliable, replicable, and insightful research.

Takeaways

• 😀 Surveys are a common research method that use predefined questions to collect data from a large number of respondents quickly.
• 😀 Experiments are used to identify cause-and-effect relationships, commonly in physical sciences, but can be adapted to social sciences as quasi-experiments.
• 😀 In social science experiments, researchers often use creative methods like showing participants images to test reactions when perfect experimental control is not possible.
• 😀 Example of a quasi-experiment: studying how hotel lobby design, including presence of plants and style, affects people's satisfaction, emotions, and booking intentions.
• 😀 More advanced experiments can use technology such as eye-tracking devices to measure participants’ attention and responses, as in the menu design study.
• 😀 Interviews are a qualitative research method that involve semi-structured, purposeful discussions to collect in-depth data.
• 😀 Surveys allow collection of larger datasets quickly, while interviews provide richer, more detailed information from a smaller sample.
• 😀 The same research question can be investigated using surveys or interviews, but the type and depth of data collected will differ.
• 😀 Sample size varies by method: surveys can include hundreds of participants, while interviews may only require 15–20 participants for meaningful insights.
• 😀 Research method choice depends on the research objectives, the nature of the data needed, and practical constraints in conducting the study.

Q & A

What are the five main characteristics of research according to the video?

Research is systematic, logical, empirical, generalizable (reductive), and replicable, meaning it follows a defined process, is based on data, can be applied to other contexts, and can be reproduced by other researchers.

What is the general process of conducting research?

The research process involves identifying a problem or question, reviewing literature, formulating a research question, selecting a research design, collecting data, interpreting findings, and optionally publishing the results.

What is the difference between applied and basic research?

Applied research aims to solve practical problems using existing knowledge, while basic research focuses on expanding knowledge without immediate practical application.

How does correlational research differ from explanatory research?

Correlational research studies the relationship between variables without implying causation, whereas explanatory research investigates cause-and-effect relationships between variables.

What are the main differences between quantitative and qualitative research?

Quantitative research uses measurable variables, follows a deductive approach, and aims for generalizable results. Qualitative research focuses on meanings, patterns, and context, follows an inductive approach, and is not intended to generalize.

What is the deductive approach in research?

In the deductive approach, researchers start with theory and literature, formulate hypotheses, collect data through observation, and confirm or reject the hypotheses. It is typically used in quantitative research.

What is the purpose of sampling in research?

Sampling is used when it is impractical to collect data from an entire population. A sample should represent the population's characteristics so that findings can be generalized accurately.

What are the main types of sampling methods mentioned in the video?

Probability sampling (where everyone has an equal chance of selection) includes random and systematic sampling. Non-probability sampling (used when population is unknown) includes convenience, purposive, stratified, cluster, quota, and judgmental sampling.

What are the four main methods of conducting research explained in the video?

The four main methods are surveys (questionnaires), experiments (cause-effect testing), interviews (detailed qualitative discussions), and observations (watching behavior in natural settings).

How do surveys and interviews differ in research?

Surveys use predefined questions and allow collecting large amounts of primary data quickly. Interviews are more flexible, involve fewer participants, and provide in-depth qualitative insights into experiences and motivations.

What is the difference between experimental and quasi-experimental research in social sciences?

Experimental research seeks to determine cause-and-effect relationships, often in controlled environments. Quasi-experiments adapt this approach for social sciences, using scenarios or simulations when controlled lab conditions are impractical.

Why is it important for a research design to be replicable and well-structured?

A well-structured and replicable research design ensures that the study can be evaluated for quality by others and that findings can be reproduced and verified, enhancing the credibility and generalizability of the research.