PxS’12 - week 4 - qualitative analysis

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PxS’12 - week 4 - qualitative analysis

  1. 1. EPFL, spring 2012 – week 4!qualitative analysis
  2. 2. overview➝  todays goal – provide basis for as many ideas for you as possible ➝  brainstorming ➝  competitive analysis ➝  literature research ➝  interviews➝  briefintroduction to qualitative analysis➝  practical work: ➝  data analysis ➝  literature review
  3. 3. data source vs. approach vs. context eyetracking data mining/analysis behavioral A/B (live) testing usability benchmarking (in lab) usability lab studies online user experience assessments (“vividence-like” studies) DATA SOURCE ethnographic field studies mix diary/camera study message board mining participatory design customer feedback via email focus groups desiriability studies intercept surveys attitudinal phone interviews cardsorting email surveys mix qualitative (direct) APPROACH quantitative (indirect) 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
  4. 4. questions answered by source and approach behavioral what people do DATA SOURCE why & how how many & to fix it how much attitudinal what people say qualitative (direct) APPROACH qualitative (indirect)
  5. 5. nice stories but how to analyse?
  6. 6. qualitative analysis - approaches➝  interpretative techniques " (observer impression)➝  coding➝  recursive abstraction " summaries of summaries➝  mechanical techniques " content analysis – counting keywords
  7. 7. 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)
  8. 8. coding ➝  complete transcription of interviews ➝  multi-pass approach ➝  look for themes in individual interviews ➝  develop and refine codes across interviews
  9. 9. coding
  10. 10. 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

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