3. DATA INFORMATION Qualitative research primarily uses information (e.g. via interviews & focus groups). Jenny Nhim is a 21 year-old student at Raffles College, Singapore. Data is information in table form Singapore Singaporean Sailor Chris Lim New York American Pilot Tim Gray Singapore Burmese Student Nhim Jenny City Nationality Occupation Family Name Given Name Quantitative research gathers and uses data. (e.g. via polls & surveys)
4. Collects quantitative data via questionnaire (participant answers questions themselves online or on paper) or structured interview . Usually uses closed questions and aims for short, quantifiable answers. Explain study to all participants. Data Collection Survey
7. Quantitative statistical, objective, factual data that describe a group of people. Primary data is collected via a questionnaire in a poll, survey or census. Secondary data may be published online or elsewhere. Common demographic variables are: age, gender, household size, personal income, education, race, religion. Data Collection Demographics
8. Quantitative data used to measure subjective information. Psychographic research attempts to quantify the qualitative . Collected via a questionnaire in a survey or structured interview. Common psychographic variables are: opinions, religious beliefs, music tastes, personality traits and lifestyle choices. Data Collection Psychographics
9. Quantitative data used to measure subjective information. Psychographic research attempts to quantify the qualitative . Collected via a questionnaire in a survey or structured interview. Common psychographic variables are: opinions, religious beliefs, music tastes, personality traits and lifestyle choices. Data Collection Psychographic Question Types Likert Scales
10. Quantitative data used to measure subjective information. Psychographic research attempts to quantify the qualitative . Collected via a questionnaire in a survey or structured interview. Common psychographic variables are: opinions, religious beliefs, music tastes, personality traits and lifestyle choices. Data Collection Psychographic Question Types Likert Scales 1. If GAP were a person, what kind of person would it be? Circle the number on the scale that reflects your opinion. Honest Dishonest Fashionable Unfashionable Generous Greedy Traditional Modern Rude Polite Serious Fun 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 Semantic Scales 2. What do you think of Singapore? Circle the number on the scale that reflects your opinion. Boring Fun Clean Sterile Relaxed Uptight Creative Stilted 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7 1 2 3 4 5 6 7
11. Web statistics are a from of quantitative analysis of user online behaviour . User viewing habits tracked and collected. Used to create user profile . Available data: user age, gender, pages visited most often, how long users stay on the site, when, how often, what they like etc. Data Collection Psychographics & Demographics Online
12. Web statistics are a from of quantitative analysis of user online behaviour . User viewing habits tracked and collected. Used to create user profile . Available data: user age, gender, pages visited most often, how long users stay on the site, when, how often, what they like etc. Data Collection Psychographics & Demographics Online
14. Data collection : Facial recognition Facebook’s biometric facial recognition program to track users
15. Ethnography “ A major type of field research … the purpose of [which] is to provide a detailed description and up-close understanding of a way of life from the standpoint of its natives/members/insiders” (Neuman 2009, p. 264) video
16. Subjects record their own experiences with cameras (sometime in conjunction with personal journals). Information Gathering Photo Ethnography Researchers then combine individual case studies into a collective understanding of the community being studied.
17. The researcher may comduct primary research by photographing or filming the subject in order to better understand cultural behaviour of a target group. Researchers may also review secondary sources such as television programmes, adverts, movies etc to understand how the subject is viewed. Information Gathering Visual Anthropology VIDEO
18. Excellent method for gaining expert and/or subjective opinions on a topic. Qualitative research method. Use open-ended questions which require long, detailed answers. Record interviews. Explain study & get consent from all participants. Information Gathering Interview Who What Where Why When How
19. Organised discussions with a moderator and limited number of participants (often 8-12). Qualitative method to study opinions, motivations, attitudes & group interaction. Moderators should remain neutral , ask open ended questions, speak only when necessary & record session. Explain study & get consent from all participants. Information Gathering Focus Group VIDEO
20. REFERENCES Babbie, E 2008, The Basics of Social Research 4 th ed , Cengage, USA. Neuman, WL 2009, Understanding Research , Pearson, London. Visocky O’Grady, K & Visocky O’Grady, J 2009, A Designer’s Research Manual , Rockport, USA. Immersive Labs, 2011, Retrieved on 20 July 2011 from: http://www.immersivelabs.com
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