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©2011 1www.id-book.com Data Gathering Chapter 7
©2011 2www.id-book.com Overview Five key issues of data gathering Data recording Interviews Questionnaires Observation Choosing and combining techniques
©2011 3www.id-book.com Five key issues 1.Setting goals Decide how to analyze data once collected 2.Identifying participants Decide who to gather data from 3.Relationship with participants Clear and professional Informed consent when appropriate 4.Triangulation Look at data from more than one perspective 5.Pilot studies Small trial of main study
©2011 4www.id-book.com Data recording Notes, audio, video, photographs Notes plus photographs Audio plus photographs Video
©2011 5www.id-book.com Interviews Unstructured - are not directed by a script. Rich but not replicable. Structured - are tightly scripted, often like a questionnaire. Replicable but may lack richness. Semi-structured - guided by a script but interesting issues can be explored in more depth. Can provide a good balance between richness and replicability.
©2011 6www.id-book.com Interview questions Two types: −‘closed questions’ have a predetermined answer format, e.g., ‘yes’ or ‘no’ −‘open questions’ do not have a predetermined format Closed questions are easier to analyze Avoid: −Long questions −Compound sentences - split them into two −Jargon and language that the interviewee may not understand −Leading questions that make assumptions e.g., why do you like …? −Unconscious biases e.g., gender stereotypes
©2011 7www.id-book.com Running the interview Introduction – introduce yourself, explain the goals of the interview, reassure about the ethical issues, ask to record, present any informed consent form. Warm-up – make first questions easy and non- threatening. Main body – present questions in a logical order A cool-off period – include a few easy questions to defuse tension at the end Closure – thank interviewee, signal the end, e.g, switch recorder off.
©2011 8www.id-book.com Enriching the interview process Props - devices for prompting interviewee, e.g., a prototype, scenario
©2011 9www.id-book.com Questionnaires Questions can be closed or open Closed questions are easier to analyze, and may be done by computer Can be administered to large populations Paper, email and the web used for dissemination Sampling can be a problem when the size of a population is unknown as is common online
©2011 10www.id-book.com Questionnaire design The impact of a question can be influenced by question order. Do you need different versions of the questionnaire for different populations? Provide clear instructions on how to complete the questionnaire. Strike a balance between using white space and keeping the questionnaire compact. Decide on whether phrases will all be positive, all negative or mixed.
©2011 11www.id-book.com Question and response format ‘Yes’ and ‘No’ checkboxes Checkboxes that offer many options Rating scales –Likert scales –semantic scales –3, 5, 7 or more points? Open-ended responses
©2011 12www.id-book.com Encouraging a good response Make sure purpose of study is clear Promise anonymity Ensure questionnaire is well designed Offer a short version for those who do not have time to complete a long questionnaire If mailed, include a stamped addressed envelope Follow-up with emails, phone calls, letters Provide an incentive 40% response rate is high, 20% is often acceptable
©2011 13www.id-book.com Advantages of online questionnaires Responses are usually received quickly No copying and postage costs Data can be collected in database for analysis Time required for data analysis is reduced Errors can be corrected easily
©2011 14www.id-book.com Problems with online questionnaires Sampling is problematic if population size is unknown Preventing individuals from responding more than once Individuals have also been known to change questions in email questionnaires
©2011 15www.id-book.com Observation Direct observation in the field –Structuring frameworks –Degree of participation (insider or outsider) –Ethnography Direct observation in controlled environments Indirect observation: tracking users’ activities –Diaries –Interaction logging
©2011 16www.id-book.com Structuring frameworks to guide observation - The person. Who? - The place. Where? - The thing. What? The Goetz and LeCompte (1984) framework: - Who is present? - What is their role? - What is happening? - When does the activity occur? - Where is it happening? - Why is it happening? - How is the activity organized?
©2011 17www.id-book.com Ethnography (1) Ethnography is a philosophy with a set of techniques that include participant observation and interviews Debate about differences between participant observation and ethnography Ethnographers immerse themselves in the culture that they study A researcher’s degree of participation can vary along a scale from ‘outside’ to ‘inside’ Analyzing video and data logs can be time- consuming Collections of comments, incidents, and artifacts are made
©2011 18www.id-book.com Ethnography (2) Co-operation of people being observed is required Informants are useful Data analysis is continuous Interpretivist technique Questions get refined as understanding grows Reports usually contain examples
©2011 19www.id-book.com Online Ethnography Virtual, Online, Netnography Online and offline activity Interaction online differs from face- to-face Virtual worlds have a persistence that physical worlds do not have Ethical considerations and presentation issues are different
©2011 20www.id-book.com An ethnographic project for you … Join www.ActiveWorlds.com or go to another chat room of your choice ActiveWorlds is a 3-D chatroom environment in which you can visit different environments and chat with the people that you meet there To use ActiveWorlds you will need to check the instructions that they provide and download the appropriate software to run on your computer
©2011 21www.id-book.com Select one of the worlds to visit and choose an avatar (a graphical personification) to represent you. Spend one to two hours doing an ethnographic study. Use one of the frameworks discussed in the previous slides to guide you and write a one or two page report about your study. Also notice and report on any usability issues you encounter and on user experiences in this environment.
©2011 22www.id-book.com Direct observation in a controlled environment Think-aloud technique Indirect observation Diaries Interaction logs Web analytics
©2011 23www.id-book.com Choosing and combining techniques Depends on –The focus of the study –The participants involved –The nature of the technique –The resources available
©2011 24www.id-book.com Summary Three main data gathering methods: interviews, questionnaires, observation Five key issues of data gathering: goals, choosing participants, triangulation, participant relationship, pilot Interviews may be structured, semi-structured or unstructured Questionnaires may be on paper, online or telephone Observation may be direct or indirect, in the field or in controlled setting Techniques can be combined depending on study focus, participants, nature of technique and available resources
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