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Product planning > L9, Data collection 2 - qualitative > Flashcards

L9, Data collection 2 - qualitative Flashcards

1
Q

Pros and cons with using available information?

A

PRO
1. inexpensive
—> data already there
2. available to see trends over the past

CON

  1. difficult to access
  2. ethical issues concerning confidentiality
  3. information may be imprecise or incomplete
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2
Q

Pros and cons with observations

A

PRO

  1. more detailed and context-related information
  2. tests reliability of responses in questionnaire

CON

  1. ethical issues with confidentiality and privacy
  2. observation bias
  3. presence of data collector high influence results
  4. thorough training of research assistants is required
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3
Q

Pros and cons with interviewing?

A

PRO

  1. suitable for use with both literates and illiterate
  2. permits clarification of questions
  3. has higher response rate than written questionnaires

CON
1. The presence of the interview might influence the response

  1. reports of events might may be less complete than with observations
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4
Q

Pros and cons with small scale flexible interview?

A

PRO:
1. permits collection of in-depth information and exploration of spontaneous remarks by respondents

CON:

  1. Interviewer might influence interviewer
  2. analysis of open-ended data is more difficult and time-consuming
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5
Q

Pros and cons with larger scale fixed interview?

A

PRO
1. easy to analyze

CON:
1. Important information may be missed due to spontaneous remarks by respondents are not recorded or documented

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6
Q

Pros and cons with Adminestering questionnaires?

A 
PRO
1. Less expensive
2. permits anonymity
—> honest results
3. no need for research asistance
4. eliminates bias due to  phasing questions differently with  respondents

CON:

  1. cannot be used with illiterate respondents
  2. often low rate of response
  3. questions may be misunderstood
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7
Q

Pros and cons with participatory and projective methods?

A

PRO:

  1. provide rich data
  2. positive spon offs for knowledge and skills by researchers and informants

CONS:
1. require extra training of researchers

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8
Q

How should you make the choice of method for a market study?

A

It should be determined by the purpose of the study
— Is it explorative?
— Confirmative?

The purpose of market studies can be assumed to differ in different phases of the product development process

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9
Q

In what ways could requirements for solutions be expressed?

A
  1. as descriptions of problems
  2. as comparisons
  3. as assumptions
  4. as behaviors
  5. as actions
  6. as requirements
  7. as solutions
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10
Q

How does requirements emerge?

A
  1. they do NOT emerge in a vacuum
  2. In a situation
    —> “the use situation”
    —> “the use system”
  3. the methods chosen must be able to grasp this system
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11
Q

The choice of method is a matter of four different choices!

A
  1. data collection method
  2. participants
  3. context
  4. Mediating tool /stimuli
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12
Q

Choice of participants?

A

— The qualitative dimension?
— The quantitative dimension?

Depends in the sampling:
1. statistical sampling?
2. theoretical sampling?
—> choose participants with a particular property
3. Critical sampling?
4. Convenience sampling?
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13
Q

How can you divide users into groups?

A
  1. The common
    —> age
    —> gender
2. Some other
—> product user experience
—> problem experience
—> interests
—> physical properties
—> personality
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14
Q

Some thoughts on participants?

A
  1. Think about what characteristics are really important when you decide on your sampling strategy
  2. participants should be part of the identified user group
  3. avoid representatives of the users
  4. should preferably have experience of the use
    —>or experience of the problem
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15
Q

What kind of participants could be difficult to find?

A
  1. elderly frail

2. busy people

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16
Q

what kind of participants are easy to find?

A
  1. unemployed
  2. students
  3. women with academic background
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17
Q

the quantitative dimension of qualitative studies?

A
  1. how many
    —> the more the better
  2. Find the saturation point
  3. The rule of diminishing returns
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18
Q

How many people should be subject for qualitative studies according to literature?

A
  1. Griffin and Hauser
    —> 30 interviews = 99% requirements
    —> 98% of customer requirements after 25 hours of interviews or focus groups
  2. ulrish and eppinger
    —> 10 is not enough
    —> 50 is too many
  3. virzi and Lewis
    —> 12-20 people
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19
Q

What are the two main categories for data collection methods?

A
  1. Question-based methods

2. Observation-based methods

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20
Q

Question-based methods?

A
  1. one-to-one interview
    —> in-depth interviews
  2. group interviews
  3. focus group interviews
  4. surveys
  5. Questionnaires
    —> telephone
    —> post
    —> e-mail or the web
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21
Q

How should questions be structured?

A
  1. Structured
    The questions are formulated and the order of the questions are defined in advance
  2. Semi-structure
    —> Questions are formulated in order to guarantee that certain topics are covered but without the exact formulation and the exact order may vary between interviews
  3. unstructured
    —> the interview governs the content of the interview
    —> the interviewer’s role is more passive.
    —> the questions are not formulated in advance
22
Q

How should the questions be structured in general?

A
  1. Move from the general tp the more specific
    —> as a funnel
  2. Move from the neutral topics the more “sensitive! topics
  3. Move from questions on facts to questions which require reflection and evaluation
23
Q

Interview technique?

A
  1. Probing
    —> what do you mean?
    —> why?
    —> can you demonstrate?
  2. Confirming questions
    —> have I understood you correctly…?
24
Q

How should the questions be formulated?

A
  1. be specific
    —> only one question at the time
  2. Not be complicated
    —> do not elaborate too much in the questions
  3. Be formulated in terms that could be understood without problems
    —> terms that are used by the target group
  4. You should not be leading
  5. Be neutral
    —> don’t be loaded in any direction (positive, negative=
  6. do not include “prestige bias”
  7. minimize demands on memory
  8. Avoid to be hypothetical
25
Q

Describe open and closed questions

A
  1. Open questions
    —> requires explanations
    —> develops the diaglog
2. closed questions
—> concern confirmations or denials
—> have you (or not)
—> is it (or is it not)?
—> Can you (or can't you)?
26
Q

Give an example of a question put as opened and close!

A

CLOSED QUESTIONS
Do you think it’s difficult to book a ticket on the company’s websight?

OPEN QUESTION
What are your thoughts about booking a ticket on the company’s web sight?

27
Q

What is an indirect question?

A
  1. An indirect question directs the interviewee’s attention to another person (or to other persons) than the interviewee
  2. Can be a way to adress more sensitive questions or areas where a true answer may not be anticipated

EXAMPLE
Direct:
— Do you use the safety devices

Indirect:
— Do people working here use the safety devices?

28
Q

What factors will influence the quality of the interview?

A 
1. The interviewer
—> social skills
—> training and experience
—> motivation
—> safety, security
  1. The content
    —> sensitivity
    —> complecity
    —> interest.
  2. The situation
    —> time
    —> place
    —> other people
  3. The interviewee
    —> social skills
    —> ability to answer
    —> safety, security
29
Q

Tips on interviewing?

A
  1. don’t be afraid of silence
  2. try not to pose leading questions
  3. use probing
  4. let the interviewee lead the conversation
  5. do not let the interviewee lead the conversation in the wrong direction
  6. do pre-tests of your interview guide
  7. mediating tools are useful
30
Q

what is probing?

A

what do you mean?
why?
can you demonstrate?

31
Q

What is a focus group?

A
  1. A group interview with a moderator
  2. The aim is that the participant shall discuss with each other not with the moderator
  3. 6-10 participanats
  4. useful for “sensitive topics”
  5. Often advocated that the Ps should be similar but…

Fun facts or whatever:
— Developed during WW2 - for propaganda film

— forgotten until 1980

32
Q

what is the role of the moderator?

A
  1. Lead and focus the discussion
  2. Help the silent
  3. Keep the talkative down
33
Q

Practicalities during focus group?

A
  1. one moderator
  2. one helper that takes notes can speed up the process
  3. start with fika
    —> hungry people are not as engaged
  4. Sandwich is good
    —> candy is better
34
Q

What are the relative benefits of focus of focus groups

A
  1. There are no scientific proofs that focus group have benefits compared to interviews
  2. There are lots of anecdotal evidence that focus groups work as advertised
  3. Focus groups are fun
35
Q

What mediating tools are there?

A

Mediating tool or mediating object is here a “stimulus”

  1. something which enhances reflection
  2. something which enhances discussion
  3. something which brings out focus
  4. The purpose of using a mediating tool may be divergent or convergent
36
Q

what type of mediating tool is proper?

A

— It depends on the purpose of the study

— Mediating tools may be used in user studies with the purpose to:

  1. describe problems
  2. elicit requirements
  3. generate ideas and concepts
  4. evaluate design solutions
37
Q

give examples of mediating tools!

A
  1. pictures
  2. video
  3. collage
  4. sketches
  5. prototypes and mock-ups
  6. “cultural probes”
38
Q

why is sketches a good mediating tool?

A

It is good to accompany with story boards

39
Q

Describe observation based methods?

A

— Observations are an efficient way to study situations

— Requirements are shown

— As descriptor of problems:
—> as comparisions
—> as assumptions
—> as compensating behaviour
—> as actions
—> as requirements
—> as solutions
40
Q

What different types of observation are there?

A
  1. Direct observation
    — Observation of something that takes place before our eyes.
    — Typically meetings, what goes on in a railway station etc.

2.Participatory observation
— Common anthropological and sociological research
— The observation takes part in the activities studies
—> The social system that is under observation during a shorter or longer period of time

  1. Self observation
    — A special form of self observation is when the researcher observe themselves.
    — e.g. diaries or photo assignments
  2. natural or constructed observation
  3. obtrusive or unobtrusive observation
    (requries acceptance and trust)
41
Q

Describe the structure during observations

A

The same spectrum as for question based methods:
1. unstructured
—> trying to grasp the situation

  1. Semi-structured
    —> having ideas what to look for
    —> a plan for recording and analyzing
  2. Structured
    —> you look for specific things according to an observation protocol or similar
42
Q

Name the motives for observation studies

A
  1. the customer/ user does not always want to describe problems, requirements, wishes etc.
  2. It is common to blame oneself for different failures, not the design of the environment or product
  3. The customer cannot always provide the information
    —> lack of language-skills
    —> compensating behaviour
    —> actions having become non-conscious
    —> regarding the requirement as self-evident
43
Q

What could be observed?

A
  1. actions
    —> what people do as as well as what people do not
    —> work postures
    —> work sequences of action and sub-actions
    —> duration of actions
    —> ineraction patterns
    —> compensating behaviors
  2. Communication patterns
    —> ““A communicates with B, while C communicates with D”
    —> someone looking for information (when not needed)
    —> someone is not looking for information (when needed)
  3. Alternative usage of the product
    —> product is ised for different purpose than the assumed one
    —> used in a different manner then the assumed one
  4. Modifications to the product
    —> in order to better fit the individual
    —> in order to better fit the task
44
Q

Negative thoughts about interview methods for evaluation?? and pros for observations?

A
  1. Questions could disturb peoples natural way of doing things and are efter based on pre-assumptions

2.People
—> people don’t ask questions to problems they don’t know or they don’t think can be solved
—> give poor results on everyday life issues, routines and habits
—> often provide answered they think is expected from them

  1. observation
    —> cannot rely on what is reported on actions, problems etc.
    —> by observation the customers own modifications can be identified
  2. Communication is non-verbal
45
Q

Important to remember with regards to observations

A
  1. to observe is not simply too look
  2. to observe is a state of mind, a mission
  3. The one who needs the observations done, is the one wh should carry out the observations
46
Q

Definition of context?

A
  1. The part od a text or statement that surrounds a particular word or passage and determine it’s meaning
  2. the circumstances in which an event occurs
  3. A setting
  4. Context is sometimes referred to as environment
  5. More than the physical environment
    —> circumstances in which the product will be expected to operate
47
Q

Aspects of context?

A 
1. Physical environment
—> light
—> sound
—> pollutants
etc.
  1. Social environment
    —> collaboration
    —> attitudes
    etc.
  2. Organizational environment
    —> infrastructure
    —> support
  3. Technical environment
48
Q

name some different approaches where context is stressed?

A
  1. Ethnography
    —> writing the culture, studies with the purpose to understand, to make the implicit explicit
    —> participation and involvement of the researchers
  2. Naturalistic studies
  3. emphatic design
  4. Contextual design
    —> contextual interview (combo of interview, observation and reconstruction of events)
    —> understanding develops in collaboration between user and developer
    —> does not impl the degree of user involvement
    —> more or less structures
49
Q

Name some methodical consequences?

A
  1. the time that has to be spend
  2. enough time to undersand the individual’s objective, the motive behind an activity
  3. the individual’s objectives change over time
  4. actions become operations over time
  5. Different data collection methods and analyses are needed
  6. triangulation of different data collection methods e.g.
    —> question based
    —> observation based
    —> earlier documentations/ research
  7. Researcher’s perspective
    —> approach and ambition will influence the outcome of the study
50
Q

what is triangulation?

A

— Different method provide different types of data, often complimentary

— Qualitative data is often needed to explain quantitative data

Product planning (22 decks)

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