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Descriptive and Summative Research Methods
- 1. Descriptive and Summative ResearchMethods March 2016 Farah Nuraini
- 2. Descriptive Research • Researchto describe the characteristics or phenomenon in certain populations • Observational • Exploring context • Not manipulating environment • Usually not interacting with participants
- 3. Summative Research • Researchto prove hypothesis / decide on certain action • Already know the context • Systematic procedures to avoid error and bias • Usually involve random participants based on certain criteria
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- 5. Descriptive Summative Buzz Reports PopularMedia Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts • Observational • Exploring context • Not manipulating environment • Usually not interacting with participants • Already know the context • Systematic procedures to avoid error and bias • Usually involve random participants based on certain criteria Card Sorting A/B Testing
- 6. Buzz Reports Collecting informationabout any recent happening news. Either related directly or indirectly to the project. Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 7. Popular Media Scan Understandphenomenon about a certain topic based on information from popular media Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 8. Publication Research Find informationabout certain topics based on written publication (e.g. journal, company reports, encyclopedia, conference publication, etc) Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 9. Ethnographic Research Method whereresearchers go to the places where people whom they study do their activities. Could be high or low efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 10. Survey Share a setof questions to certain group of people to get insight from their answers. Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 11. Interview Selecting some candidatesbased on certain criteria and have conversations with them Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 12. A group ofparticipants are guided to grouping items that we provided based on their understanding Card Sorting Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 13. Innovation Sourcebook Finding inspirationby studying existing innovative products / company / people / etc. Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 14. Focus Group Discussion Gatherpeople from similar backgrounds or experiences to discuss a specific topic of interest and come to agreement with one conclusion Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 15. Usability Testing Evaluating whatworks or not in a product or service by testing it with representative targeted users Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Buzz Reports Popular Media Scan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing
- 16. Buzz Reports Popular MediaScan Innovation Sourcebook Publication research Usability Testing Ethnographic Research Survey Interview Focus Group Discussion low efforts high efforts Card Sorting A/B Testing Comparing two versions of an interface to see which one performs better. A/B Testing
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