In this brief educational video, the speaker outlines the three primary research approaches used in social science and related fields. Quantitative research is described as the analysis of numerical data such as stock market performance, blood pressure readings, or test scores. Qualitative research is defined as exploring people’s perceptions and lived experiences, typically through interviews. Mixed methods research combines both quantitative and qualitative techniques, allowing researchers to answer questions that require both numerical measurement and contextual understanding. The speaker emphasizes that no single approach is inherently superior or easier, though mixed methods can take longer because it essentially involves conducting two separate studies. The overarching advice is to select the method—or combination of methods—that best aligns with the research question at hand.
