pxs’12 - week 4 - qualitative analysis
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EPFL, spring 2012 – week 4!qualitative analysis
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overview
➝ today’s goal – provide basis for as many ideas for you as possible ➝ brainstorming ➝ competitive analysis ➝ literature research ➝ interviews
➝ brief introduction to qualitative analysis ➝ practical work: ➝ data analysis ➝ literature review
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data source vs. approach vs. context
key for context of product use during data collection natural use of product de-contextualized/not using product scripted (often lab-based) use of product combination/hybrid
eyetracking
APPROACH qualitative (direct) quantitative (indirect)
attitudinal
behavioral D
ATA
SO
UR
CE
data mining/analysis A/B (live) testing
usability benchmarking (in lab)
usability lab studies
ethnographic field studies
online user experience assessments (“vividence-like” studies)
diary/camera study message board mining customer feedback via email desiriability studies cardsorting
mix
mix
intercept surveys email surveys
participatory design focus groups phone interviews
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questions answered by source and approach
what people do
what people say
why & how to fix it
how many & how much
APPROACH qualitative (direct) qualitative (indirect)
attitudinal
behavioral D
ATA
SO
UR
CE
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nice stories but how to analyse?
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qualitative analysis - approaches
➝ interpretative techniques "(observer impression)
➝ coding ➝ recursive abstraction "
summaries of summaries ➝ mechanical techniques "
content analysis – counting keywords
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coding
➝ summarizing responses into groups ➝ to reduce number of responses ➝ to make comparison easier ➝ in a group ➝ as similar as possible and ➝ as different as possible to every other group
➝ can be done by multiple people to agree on (judges)
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coding
➝ complete transcription of interviews
➝ multi-pass approach
➝ look for themes in individual interviews
➝ develop and refine codes across interviews
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coding
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coding – quick and dirty
➝ cut out and sort into groups (assign codes) ➝ akin to card sorting (popular HCI method) ➝ please put remarks on the cover sheet of each
interview for the interviewer/note taker