1. ©2011 1www.id-book.com Data Gathering Chapter 7

2. ©2011 Data Gathering What is data gathering? –The act of gathering data through a study The data can be collected from participants –Current customers –Potential customers –Team members –Randomly-selected individuals Why is data gathering important? –Assists design teams with Understanding product requirements Prototyping interfaces Verify user acceptability 2www.id-book.com

3. ©2011 Five Key Issues What are the 5 key issues? –Help to ensure successful data gathering –Attention is required for each issue Throughout the data gathering process –The 5 key issues are Setting goals Identify participants Relationship with participants Triangulation Pilot studies 3www.id-book.com

4. ©2011 Setting Goals How it affects data gathering? –To glean information about something Goals should be identified early in the study –Goals influence The nature of the study The technology used The analysis performed –Goals may be formal or informal Informal goals are more common –Allows for more flexibility throughout the study 4www.id-book.com

5. ©2011 Identify Participants How it affects data gathering? –Participants Take part in a study –Commonly referred to as “the population” Are selected for a study –Based on the defined goals for the study –Participant selection process is called “sampling” Two general types of sampling –Probability sampling (allows for strong generalizations) »Random sampling »Stratified sampling –Non-probability sampling »Convenience sampling »Volunteers 5www.id-book.com

6. ©2011 Relationship with Participants How it affects data gathering? –Maintain a professional relationship Helps ensure participants provide useful data –Data is not biased due to »Expectations »Wanting to please the investigator »Fear of retaliation A useful tool is the “informed consent form” –Not required for all types of studies »But is still a good idea –Protects the interests of both parties »What data will be collected »How the data will be used »What a participant’s rights are 6www.id-book.com

7. ©2011 Triangulation How it affects data gathering? –Definition Investigating a phenomenon from at least 2 different perspectives –4 types Data triangulation –Data is collected from different sources Investigator triangulation –Data is collected/analyzed by different investi gators Theory triangulation –The study utilizes different frameworks or models Methodological triangulation (most common) –Data is gathered using different techniques 7www.id-book.com

8. ©2011 Pilot Studies How it affects data gathering? –A small “trial run” of the main study Tests the proposed study looking for –Safety issues –Ambiguous or confusing information –Missing steps, procedures or errors –Data that is not/should not be collected –Incompatibility of collected data Prevents lost time and effort during the main study –Limits the amount of regret on the part of the investigators Participants can not take part in the main study –Their prior knowledge can distort the results 8www.id-book.com

9. ©2011 Raw Data, Information & Conclusions Raw data –The data that is collected Can be analyzed and interpreted Information –The knowledge gained from raw data Analysis Interpretation Conclusions –Actions taken based on information 9www.id-book.com

10. ©2011 10www.id-book.com Data Recording What is data recording? –Capturing data during a study Allows the data to be analyzed –At a later date –By different investigators –Using different analysis tools Takes many forms –Taking notes »Physically »Digitally –Audio »Captures sound: participant, investigator, environment –Video »Captures pictures and sound »First person, third person, environment

11. ©2011 Interviews What is interviewing –A “conversation with a purpose” –4 types of interviewing Unstructured Structured Semi-structured Group 11www.id-book.com

12. ©2011 Unstructured Interview What is an unstructured interview? –Conversation around a particular topic Often go into considerable depth –Advantages Generate interrelated and complex data Participant may mention unconsidered issues –Disadvantages Not consistent across every participant Time-consuming 12www.id-book.com

13. ©2011 Structured Interview What is a structured interview? –Interviewer ask predetermined questions Similar to a questionnaire Each participant is asked the same questions –Advantages Consistent across all participants Easier to record data –Disadvantages Limits additional insight from participants 13www.id-book.com

14. ©2011 Semi-structured Interview What is an semi-structured interview? –Combines the beneficial features of Unstructured interviews Structured interviews –Process of a semi-structured interview Begins with predetermined questions Participant is free to elaborate –Interviewer should not Phrase questions to invoke a particular answer 14www.id-book.com

15. ©2011 Group Interview What is a group interview? –Participants are interviewed in groups –The discussion is led by a facilitator –Allows or provides Information from a diverse audience Discussion of sensitive issues 15www.id-book.com

16. ©2011 Interview Questions Two types –Closed-ended questions Have a discreet set of possible answers –Yes/No »Do you use a computer 5 or more hours a week? –Available answers can be specified with the question »Which search engine do you use, Bing or Google? –Open-ended questions Answers can be lengthy and complex –May be more difficult to compare answers »Which campus issues are most important to you? 16www.id-book.com

17. ©2011 Questionnaires What are questionnaires? –Well-established technique for collecting Demographic data Participants’ opinions –Can use closed- or open-ended questions –Designing a questionnaire Determine if different versions are needed –i.e., Different age groups Provide clear instructions Order questions appropriately 17www.id-book.com

18. ©2011 Questionnaire Response Types What are the different response types? –Checkboxes Useful for exclusive data groups –Gender –Race –Range of values »Age »Household Salary –Rating scales Likert scale Semantic differential scale 18www.id-book.com

19. ©2011 19www.id-book.com Likert Scale Semantic Differential Scale

20. ©2011 Choosing &Combining Techniques Purpose of combining techniques –Data is gathered by multiple techniques Provides different perspectives for the study Techniques selected depend on –The focus of the study Only compatible techniques should be selected –The participants involved Different techniques may be required for different groups of participants 20www.id-book.com