Today: ID Chapter 7 – Data Gathering

4 Basic Types of Interview methods Open-Ended Conversational, using questions that have answers without predetermined format and content. Benefit: Unexpected topics are often considered. Drawback: Time-consuming and hard to analyze. Structured Predetermined questions, often requiring precise answers (e.g., multiple choice). Benefit: Very easy to analyze responses by grouping similarities. Drawback: Clearly defined goals and precise wording are necessary. Semi- Structured Mixes open and closed questions, with a preplanned script and additional probing. Benefit: Improves analysis capability while opening the door to additional insights. Drawback: Probing and prompting may introduce bias. Group A facilitator guides and prompts discussion from a representative focus group. Benefit: Low cost, quick results, believable findings. Drawback: Groups are hard to schedule and to manage.

Interviewees don’t necessarily tell the truth during an interview. Try To Remember… Interviewees might not accurately recall what they’ve done or how long it usually takes. Self-Misperception Interviewees might be deluding themselves concerning what they do and how well they do it. Eager To Please Interviewees might be trying to say what they think the interviewer wants to hear.

General Guidelines for Interview Questions Avoid lengthy questions that are difficult to remember. Avoid jargon that the interviewee might not understand. Avoid leading questions. “How is this game superior to others you’ve played?” Avoid closed questions that permit one-word answers. Be alert to unconscious biases. Split compound questions into separate questions. “How does this game compare with others you’ve played?” “How do you like this game?” “Have you played other games?” “If so, how did you like those games?”

Types of Questions By using different types of questions, various views can be obtained and the information obtained may be validated. Descriptive Questions “Explain how you would use this application in your daily routine.” Tends to produce a summary Lacks details Provides a good overview Follow-Up Questions “You said this pull-down menu was confusing. What aspects of the menu make it confusing?” Can foster antagonism Helps provide specific details Experience Questions “Describe a feature that you found particularly memorable in this interface.” May decrease the interviewee’s responsiveness Can help direct the focus of the interview Comparison Questions “You said that the gameplay here is really different from Doom. What are some of the differences?” May narrow the focus of the interview Provides the user with a basis for description

Interview Organization 1.Introduction: Interviewer introduces self; explain interview purpose; reassures interviewee concerning ethical issues (privacy, etc.); mentions recording (if necessary). To facilitate the interview process and to put the interviewee at ease, the following interview structure is suggested: 2.Warm-Up Session: Begin with easy, non-threatening questions (e.g., demographic info) 3.Main Session: Present questions in a logical sequence, with difficult questions at the end 4.Cool-Off Period: A few easy questions to defuse tension, if any has arisen 5.Closing Session: Thank the interviewee, switch off recorder, put notebook away

Recap and Advice The purpose of interviewing is to discover what is in someone’s mind NOT to put ideas in their mind. Interviewing is a skill that needs to be practiced. The quality of the information gained is based on the interviewer’s skills.

Types of Interviews Informal conversational interview –No structure –Difficult to compare across interviews General interview guide –Outline structure –Some comparison is possible (same question worded differently could have different interpretations) Standardized open-ended interview –Specific set of questions in a specific order –Follow-up questions allowed for elaboration –Comparisons can be direct Closed, fixed response interview –Specific set of questions in a specific order –No follow-up –Comparison can be direct and quantitative Focus group interview –Specific questions to a group of users –Discussion between the users is part of the data collected

Types of Questions Ask about the same concepts in different ways to get different views and to validate the information (cross-check) Different types of questions solicit different kinds of knowledge/information

Descriptive Questions Describe a typical work day. Describe how you use this application. –Summary data, lacks details –good for an overview

Follow-up Questions You said that printing envelopes was particularly frustrating for you. Can you tell me what makes it frustrating? You said that you found communication among members of your team strained. What do you think is the cause of this difficulty? Useful for getting at specific details

Experience/example Tell me about your experience using this application Describe an example of a feature that you think is particularly attractive in this application. Summary data, good for overview or directing the focus of the interview

Compare/contrast You said that there was a big difference in the way you enter data in the current application and the way you entered it in the previous application. What are some of these differences? Comparison can provide the user with a basis for description

Opinion Questions What would you like to see happen when you click this button? What changes do you think should be made in this application?

Background/demographics How old are you? How long have you worked for this company? How long have you been using this application? Should be used for interpretation of the data and to insure a good cross section of users. Do not collect unless it is relevant, and try to intersperse with other questions.

Knowledge Questions How many people use this application? What kind of training is offered on this application? Who provides the training on this application?

Role Playing/simulation Suppose I am a new employee assigned to your unit and I ask you how to use this application. What would you tell me? Say that it is your first day in class and you just received a syllabus, show me how you would go about recording due dates on your calendar. Useful for helping to fill in details of summary data, particularly if you cannot experience an activity first hand.

Interviewing Strategies Explain the purpose of the interview; set the user at ease. Maintain control of the interview; keep it on focus; but don’t be rude. Careful how you word questions: Questions should be open-ended Avoid question that suggest a “yes” or “no” answer Do not ask leading questions

Interviewing Strategies Avoid filling gaps by asking more detailed questions; the interviewee should be doing more talking than the interviewer. Assume the interviewee has something to say: “Have you learned anything in this course?” “What have you learned in this course?”

Interviewing Strategies Ask singular questions; avoid questions that ask multiple things. Avoid “geek speak”; use the interviewee’s vocabulary You can use illustrations to help clarify questions. When the topic is going to change, use a transition statement.

Take notes even if you are recording the interview Interviewing Strategies Keep track of answers and responses Transcribing notes is important and time consuming Try transcribing only relevant parts of the video tape

Interview Preparation Remember to consider The Relationship Model –Master / Apprentice The Interview Technique –Informal-Conversational –General Guide –Standardized, Open-Ended –Closed, Fixed Response The appropriate types of questions –Descriptive –Experience/Example –Demographic/Background –Role Playing –Opinion –Follow-up –Knowledge