01 - introduction to research methodology
TRANSCRIPT
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An Overview of Research
Methods and Methodologies
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Why Do I Need to Know About
Different Methods? As a graduate student...
To be able to read and understand the
empirical literature in your field; to becomea critical consumer of information.
As a graduate student preparing for athesis or dissertation
To be able to both design and implementyour thesis or dissertation as well as futurestudies that interest you.
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Why Do I Need to Know About
Different Methods? As a future practitioner
To be able to intelligently participate in
research projects, evaluations, and studiesundertaken by your institution.
As a businessmen ...
To be able to professionally conduct areliable business research, feasibility study
and to understand customers behavior
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Whats the Difference Between
Method and Methodology?Method:
Techniques for
gathering evidence The various ways of
proceeding in
gathering information
Methodology:
The underlying theory
and analysis of howresearch does or
should proceed, often
influenced by
discipline
(Sandra Harding)
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Epistemology, Methodology, and
MethodAccording to Sandra Harding: "a research
methodis a technique for (or way of
proceeding in) gathering evidence" (p. 2)while "methodology is a theory and analysisof how research does or should proceed" (p.3) and "an epistemology is a theory of
knowledge" (p. 3).
From Is There a Feminist Method?
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An Overview of Empirical
Research MethodsDescriptive (Qualitative)
Ethnography
Case Study
Suvey/Sampling
Focus Groups
Discourse/Text Analysis
Quantitative Description
Prediction/Classification
Experimental
(Quantitative)
True Experiment Quasi-Experiment
Meta-Analysis
From Lauer and Asher, Composition
Research: Empirical Designs and
MacNealy,Empirical Research in
Writing
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Assessing Methods
Research Question(s) is/are key
Methods must answer the research
question(s)
Methodology guides application
Epistemology guides analysis
All must include rigor
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Ethnographies
+ Observational field work done in the actual
context being studied
+ Focus on how individuals interrelate in theirown environment (and the influence of this
environment)
- Difficult to interpret/analyze
- Time consuming/expensive
- Can influence subject behavior
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Case Studies
+ Focus is on individual or small group
+ Able to conduct a comprehensive analysis
from a comparison of cases
+ Allows for identification of variables or
phenomenon to be studied
- Time consuming
- Depth rather than breadth
- Not necessarily representative
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GROUP THINK
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Success Story of Facebook
Cameron Winklevoss, Tyler Winklevoss, and Divya
Narendra
Fall 2003: three Harvard students planned to
develop social website for students andalumny of Harvard University.
They appointed Victor Gao, to program
HarvardConnetion.com
In the middle, Victor resigned from the
project and proposed his friend, Mark
Zuckerberg, a 19 year old 2nd graduate
student.
Winklevoss and friends agreed to appointZuckerberg, because of his ability to
popularize social website and attract public
attention.
Mark Zuckerberg
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Short History
Zuckerberg made a controversy by delaying
HarvardConnetion.com. In the same time, he developed his
own project, thefacebook.com.
The first investor of thefacebook.com was Eduardo Saverin.
He invested $15,000 for 30% shares.
Summer 2004, Zuckerberg dropped his study and continued to
run thefacebook.com in Silicon Valley.
The second investor of thefacebook.com was Peter Theil, CEO
of Pay-Pal, who invested $ 500,000.
Thefacebook.com started to grow rapidly.
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The Investors
Since its growing, many companies started to invest in face
book.
2005: $ 12,7 mio in venture capital from Accel Partner, and
27,5 mio from Greylock Partner.
2006: Theil indicated that Face Books internal valuation was
around $ 8 bio.
Oct 2007: Microsoft invested $240 mio for 1.6% shares.Google also expressed interest in buying Face Book shares.
Nov 2007: Li Ka-Sing invested $60 mio in Face Book
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Demographic Profile of Visitors to Select Social Networking Sites
Percent Composition of Total Unique Visitors
August 2006
Total U.S. Home/Work/University Locations
Total Internet MySpace Facebook Friendster Xanga
Unique Visitors (000) 173,407 55,778 14,782 1,043 8,066
Percent (%) Composition of Unique Visitors
Total Audience 100.0 100.0 100.0 100.0 100.0
Persons: 12-17 9.6 11.9 14.0 10.6 20.3
Persons: 18-24 11.3 18.1 34.0 15.6 15.5
Persons: 25-34 14.5 16.7 8.6 28.2 11.0
Persons: 35-54 38.5 40.6 33.5 35.4 35.6
Persons: 55+ 18.0 11.0 7.6 8.1 7.3
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What Make Face Book Difference?
Simple and professional user interface
Explanation for being added as a friend
Unique groups or communities Security of users profile and information
Many other fun applications
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Market Value
Company Market Value (Milyard USD)
Google 250.00
Ebay 55.20
Yahoo 50.00
Amazon 34.35
Facebook 25.00
PT. Telekomunikasi Indonesia 10.60
PT. Bank Central Asia 4.78
PT. Bank Rakyat Indonesia 3.80
PT. Bank Mandiri 3.01
PT. Bumi Resources 1.25
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Survey Research
+ An efficient means of gathering large
amounts of data
+ Can be anonymous and inexpensive
- Feedback often incomplete
- Wording of instrument can bias feedback
- Details often left out
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Rank country (bbl/day) Date of Information
1 Russia 9,932,000 2009 est.
2 Saudi Arabia 9,764,000 2009 est.
3 United States 9,056,000 2009 est.
4 Iran 4,172,000 2009 est.
5 China 3,991,000 2009 est.
6 Canada 3,289,000 2009 est.
7 Mexico 3,001,000 2009 est.
8 United Arab Emirates 2,798,000 2009 est.
9 Brazil 2,572,000 2009 est.
10 Kuwait 2,494,000 2009 est.
The World Top Ten Oil Producers
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Daftar Orang Terkaya Indonesia 2010
01. R. Budi & Michael Hartono US$ 7 billion02. Martua Sitorus US$ 3 billion
03. Susilo Wonowidjojo US$ 2.6 billion
04. Aburizal Bakrie US$ 2.5 billion
05. Eka Tjipta Widjaja U$S 2.4 billion
06. Peter Sondakh US$ 2.1 billion
07. Putera Sampoerna US$ 2 billion
08. Sukanto Tanoto US$ 1.9 billion
9. Anthoni Salim US$ 1.4 billion
10. Soegiharto Sosrodjojo US$ 1.2 billion
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Focus Groups
+ Aid in understanding audience, group, users
+ Small group interaction more than individual
response+ Helps identify and fill gaps in current knowledge
re: perceptions, attitudes, feelings, etc.
- Does not give statistics
- Marketing tools seen as suspect
- Analysis subjective
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Discourse/Text Analysis
+ Examines actual discourse produced for a
particular purpose (job, school)
+ Helps in understanding of context,production, audience, and text
+ Schedule for analysis not demanding
- Labor intensive
- Categories often fluid, making analysis
difficult
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Quantitative Descriptive Studies
+ Isolates systematically the most importantvariables (often from case studies) and to
quantify and interrelate them (often viasurvey or questionnaire)
+ Possible to collect large amounts of data
+ Not as disruptive
+ Biases not as likely
- Data restricted to information available
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Prediction and Classification
StudiesGoal is to predict behaviors:
Prediction forecasts and interval variable
(Diagnostic/TAAS scores)
Classification forecasts a nominal variable (Major
selection after taking 2311)
+ Important in industry, education to predict behaviors
- Need substantial population
- Restricted range of variables can cause misinterpretation
- Variables cannot be added together; must be weighted and
looked at in context of other variables
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The Monty Hall Problem
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Positive Aspects of
Descriptive/Qualitative Research Naturalistic; allows for subjects to interact
with environment
Can use statistical analysis
Seeks to further develop theory (not to
influence action); Prescientific
Coding schemes often arise from interplaybetween data and researchers knowledge of
theory
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Problems with
Descriptive/Qualitative Research Impossible to overlay structure
Impossible to impose control
Subject pool often limited, not
representative
Seen as more subjective, less rigorous
Beneficial only in terms of initial
investigation to form hypothesis
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Experimental Research: True
Experiment+ Random sampling, or selection, of subjects (which
are also stratified)
+ Introduction of a treatment+ Use of a control group for comparing subjects who
dont receive treatment with those who do
- Adherence to scientific method (seen as positive,
too)
- Must have both internal and external validity
- Treatment and control might seem artificial
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ASCH EXPERIMENT
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Experimental Research: Quasi-
Experiment+ Similar to Experiment, except that the subjects are
not randomized. Intact groups are often used (for
example, students in a classroom).+ To draw more fully on the power of the
experimental method, a pretest may be employed.
+ Employ treatment, control, and scientific method
- Act of control and treatment makes situation
artificial
- Small subject pools
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Meta-Analysis
+ Takes the results of true and quasi-experiments
and identifies interrelationships of conclusions
+ Systematic+ Replicable
+ Summarizes overall results
- C/C apples and oranges?- Quality of studies used?
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Positive Aspects of Experimental
Research Tests the validity of generalizations
Seen as rigorous
Identifies a cause-and-effect relationship
Seen as more objective, less subjective
Can be predictive
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Problems with Experimental
Research Generalizations need to be qualified
according to limitation of research methods
employed Controlled settings dont mirror actual
conditions; unnatural
Difficult to isolate a single variable Doesnt allow for self-reflection (built-in)
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What Makes Research Good?
Validity
Reliability
Replicability
Consistent application/analysis
Trustworthiness
Rigor
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Validity in Research
Refers to whether the research actually measureswhat it says itll measure. Validity is the strengthof our conclusions, inferences or propositions.
Internal Validity: the difference in the dependentvariable is actually a result of the independent variable
External Validity: the results of the study aregeneralizable to other groups and environments outsidethe experimental setting
Conclusion Validity: we can identify a relationshipbetween treatment and observed outcome
Construct Validity: we can generalize ourconceptualized treatment and outcomes to broader
constructs of the same concepts
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Reliability in Research
The consistency of a measurement, or the degree to
which an instrument measures the same way each
time it is used under the same condition with thesame subjects. In short, it is the repeatability of
your measurement. A measure is considered
reliable if a person's score on the same test given
twice is similar. It is important to remember thatreliability is not measured, it is estimated.
Measured by test/retest and internal consistency.
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Validity and Reliability
The relationship between reliability and validity isa fairly simple one to understand: a measurementcan be reliable, but not valid. However, a
measurement must first be reliable before it can bevalid. Thus reliability is a necessary, but notsufficient, condition of validity. In other words, ameasurement may consistently assess a
phenomena (or outcome), but unless thatmeasurement tests what you want it to, it is notvalid.
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Rigor in Research
Validity and Reliability in conductingresearch
Adequate presentation of findings:consistency, trustworthiness
Appropriate representation of study for aparticular field: disciplinary rigor
Rhetorical Rigor: how you represent yourresearch for a particular audience
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Thank you for your kind attention
Go forth and research.
.but be careful out there.