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

Research What it is - and what it is not Qualitative vs. quantitative - general differences?

Five 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

Five examples cont. Global Seminar - online class analyzed through content analysis - apparently done “wrong”? Portsmouth Tavern - analysis of student/townie relations in a local pub Wikis in Education – looking at the nature of co-creation and emergence, also issues of identity and collective editing

What methods to choose No “right” answer as to what methods to use (but there’s better and worse solutions…) Decisions based on focus of inquiry, required knowledge, resources available, access to people, activities, contexts, technologies Triangulation - complementary methods that back up same conclusion - helpful

Qualitative Research Inquiries for general vs. specific information Information in human/social context Builds and tells a narrative – can be used in informing use cases, scenarios

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 occurrences Structured - either computer-based (e.g., nVivo) 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 for gaining more opinion in same time Also generates information via dialogue and debate - especially in heterogeneous groups Worries of groupthink, leaders influencing discussion 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 Integrates many methods Requires buy-in of those in context

Contextual Inquiry Models Flow Sequence Artefact Cultural Physical

Flow Models Analysis of flow of information (and its potential breakdown) Individuals, processes and groups - and their relations in handling information Examples?

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

Sequence Models Work task representation - flow for tasks (similar to Assignment 1) 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… External events that impact performance locally Actions or intents that don’t fit the “right” model - breakdowns and contingencies Branches of action - flowchart and decision making

Artefact Model The tools and artefacts of process Content (what is) Structure (information about what is) Presentation (representation of what is) Annotation (comments about what is)

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

Cultural Model Collective culture, norms, values of culture - and its influence on activity, for better or worse Influencers - leaders (formal and informal) whose actions carry weight (and conversely, those who don’t)

Things to consider… Role influence (e.g., role of authority structure, bridging roles) Characteristics and mobility of informal leaders Cliques and counter-cultures - why they exist, and why they can be of help at times

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

Things to consider… Mapping layout and flow in physical space Bottlenecks and potential efficiencies Relations to culture - are cliques physically separated as well?

Next week A critique of qualitative methods and notes on quantitative methods