CCT 333: Imagining the Audience in a Wired World Class 6: Qualitative Research Methods

Research What it is - and what it is not Qualitative vs. Quantitative - general differences? No “right” answer - triangulation to help verify information

Four personal examples IPS - analysis of 1) how school adapted to computers in the classroom and 2) how students could inform design of educational software tools FSAE - analysis of how racecar team engaged organizational learning successfully despite 1) having limited resources and 2) turnover 40-66% annually

Four examples cont. Global Seminar - online class analyzed through content analysis Portsmouth Tavern - analysis of student/townie relations in a local pub

Qualitative Research Inquiries for general vs. specific information Information in human/social context Builds and tells a narrative With respect to design - narrative structured around informing design (some information minimized)

Methods Secondary source research / Content Analysis Interviews/Focus Groups Case Studies/Grounded Theory Ethnography/Observation Contextual Inquiry/Action Research

Secondary Source Analysis Secondary source - learning from what’s already out there Critical reading - what was learned when from whom via what methods - and consequently, what was not learned Challenges? Costs?

Content Analysis Narrative created through analysis of existing or generated artefacts Attempt to find common patterns or occurences Structured - either computer-based (e.g., nVivo/NUDIST) or manually (e.g., index cards, whiteboards) Challenges? Costs?

Interviews Semi-structured discussions with individuals to discover their perspective or opinion Should be recorded and analyzed at later date via content analysis Challenges? Costs?

Focus Groups Collective interview - allows to gain more opinion in same time Also generates information via dialogue and debate - especially in homogeneous groups Challenges? Costs?

Case Study Focusing strongly on one instance - “thick description” Goal is not generalizability but transferability - case is unique but can still highlight trends in similar cases Can build towards grounded (or intuitive) theory - particularly if other cases confirm Challenges? Costs?

Ethnography & Observation Learning through observing people and their activities in context Ethnography - a more detailed, holistic investigation of people and their social contexts Requires empathy but also some degree of neutrality (or else you “go native”) Challenges? Costs?

Contextual Inquiry and Action Research Often in design, the point is not simply to understand but to influence change Contextual inquiry - elements of observation but also elements of changing that which is observed Requires buy-in of those in context Challenges? Costs?

CI Models Flow Sequence Artefact Cultural Physical

Flow Analysis of flow of information (and its potential breakdown) Individuals, roles and groups - and their relations in handling information

Things to consider… All potential links, big and small Actual actions vs. theoretical (e.g., the org chart problem) Automatic actions - things that people do without thinking Look for breakdowns

Sequence Models Work task representation - flow for tasks Intent - what sequence is supposed to do Trigger - what sets the sequence in motion Steps - how this is done Breakdowns - problems in procedure

Things to consider… Steps that impact performance locally (influence from far away sources) Actions or intents that don’t fit the “right” model - breakdowns Branches of action - flowchart and decision making

Artefact Model The tools and artefacts of process Content Structure Presentation Annotation and use over time

Things to consider… Artefacts as “captures” of flow and sequence Some are less useful or functional than others - but still used - why? Change in artefact form, presentation might cause immediate concern or revolt from users?

Cultural Model Context and its collective culture Influencers - leaders (formal and informal) whose actions carry weight (and those who don’t) Extent and direction of influence

Physical Model Place and proximity can infleunce flow and sequence Physical layout Workflow movement diagrams Industrial design issues