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Session1 methods research_question
1. New Media Research Methods
Part 1 – How research
methods relate to the
research question
Part 2- Qualitative and
Quantitative
Part 3 – Data collection
Part 4 – Presentation and
analysis
2. New Media Research Methods- Part 1
Using Methods, Data and Tools to explore User’s Experience.
How methods relate to research questions?
Gosia Kwiatkowska gosia@uel.ac.uk
5. What is your research question?
General - Is it clear and specific?
Focused - Is it feasible in the time allowed?
Refined - Clear, specific, feasible and
relevant for the target audience
6. Good question
“Well-crafted questions guide the
systematic planning of research.
Formulating your questions precisely
enables you to design a study with a
good chance of answering them.”
Light, Singer, Willett (1990)
7. Research terminology
• Method – the
process of gathering
and analysing data
about a user
experience.
! It is also how you
approach the
relation between IV
and DV.
8. Research terminology
• Data – refers to
factual or sensory
information taken
from your tests,
observations,
surveysetc.
10. Think about the stages of your
method!
• Logic
• Choice of tools
• How the data
captured feeds into
the next phase of
testing?
11. Convenience + Design – Cost = User Experience
http://www.nnyman.com/personal/2005/11/18/the-user-experience-equation/
12. Analysis
Design
Implementation
New Media Research process
13. Beginning the process of UX research
• Brainstorming ideas
• Who are the users? And what are
their needs?
Analysis
– Tools:
• Observations
• Questionnaires
• Interviews
• Focus groups
• Ethnography
• Personas
14. Observations
• Interactions
• Human dynamics
• Patterns
• Full picture
• but can be subjective
15. Questionnaires
• Cheap and quick
• Easy
• Q’s and A’s
standardised
• Mainly quantitative
• Cross-sectional
• Replicable
19. Personas
• Made up
• User
friendly
• Used for
testing
http://www.webcredible.co.uk/user-friendly-resources/web-usability/personas.shtml
20. UX research – what are you looking
for?
• What data?
• How are you going to capture it?
• How will this data inform the next
Analysis
phase?
21. User’s mental model vs your initial
design?
• Conceptual design model:
– Walkthroughs
– Scenarios
– Card sorts
Design
– Prototypes
Set up a design phase to include early
paper prototypes to confirm what
you have designed corresponds
with the user’s mental model.
25. UX research – what are you looking
for?
• What data?
• How are you going to capture it?
• How will this data inform the next
Design
phase?
26. UX research – functionality and
aesthetics
• From paper prototype to beta
versions- testing basic
Implementation
functionality and design
aesthetic.
• What aspects to you need/want
to understand more about?
27. UX research – emotional design
• Tasks
•
Implementation
Levels of frustration/satisfaction
• Errors
• Specific responses to your
aesthetics
28. UX research – what tools?
• Observations
•
Implementation
Think aloud
• Post test questionnaire
• Heuristic testing
• Task based tests
30. Think aloud
• Tasks
• Levels of
frustration/satisfaction
• Errors
• Specific responses to
your aesthetics
31. Post test questionnaires
• Tasks
• Levels of
frustration/satisfaction
• Errors
• Specific responses to
your aesthetics
32. Heuristics – Nielson’s
‘Rules of Thumb’
1. Visibility of system status
2. Match between system and the real world
3. User control and freedom
4. Consistency and standards
5. Error prevention
6. Recognition rather than recall
7. Flexibility and efficiency of use
8. Aesthetic and minimalist design
9. Help users recognise, diagnose, and recover from
errors
10. Help and documentation
34. UX research – what are you looking
for?
• What data?
• How are you going to capture it?
Implementation
• How will this data inform the next
phase?
35. Analysis
Design
Implementation
Research process
36. Research Question?
“Well-crafted questions
guide the systematic
planning of research.
Formulating your
questions precisely
enables you to design a
study with a good
chance of answering
them.”
Light, Singer, Willett (1990)
37. Activity
• Refine your research question:
– Is your question clear and relevant to your goal?
– What is your target audience?
– What is your independent variable?
– What is your dependent variable?
– What kind of research methods you might need to
use?
– What can impact or influence your findings?
– What you will need to use to collect data?
– Will your research influence users? How?
38. References
• Light, Singer, Willett, By Design (1990)
• http://www.nnyman.com/personal/2005/11/
18/the-user-experience-equation/
• Kozinets, Robert V. (2010), “Netnography: The
Marketer’s Secret Weapon”; White Paper.
Notes de l'éditeur
Is it clear, specific, and feasible for you to answer adequately in the time available?Is it linked to your project goal?What is the target audience? – is your question relevant for the audience?What are you hoping to achieve?How are you going to study this? How best to collect this data? How many people will you need to involve?What can influence your outcomes?
Netnography is the branch of ethnography that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights. The word “netnography” comes from “Inter[net]” and “eth[nography]” and was a process and term coined by Dr. Robert V. Kozinets. As a method, “netnography” can be faster, simpler, and less expensive than ethnography, and more naturalistic and unobtrusive than focus groups or interviews (Kozinets, 2010), (del Fresno, 2011). Netnography is similar to ethnography in five ways: 1. It is naturalistic 2. It is immersive 3. It is descriptive 4. It is multi-method 5. It is adaptable. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups (Kozinets, 2010) or online communities consumption unrelated but online sociability based on the exchange of information (del Fresno, 2011). Netnography is focused on cultural, symbolic o information insights.
In general, a walkthrough has one or two broad objectives: to gain feedback about the technical quality or content of the document; and/or to familiarize the audience with the content.A walkthrough is normally organized and directed by the author of the technical document. Any combination of interested or technically qualified personnel (from within or outside the project) may be included as seems appropriate.Typically four questions are asked::Will the user try to achieve the effect that the subtask has? Does the user understand that this subtask is needed to reach the user's goal?Will the user notice that the correct action is available? E.g. is the button visible?Will the user understand that the wanted subtask can be achieved by the action? E.g. the right button is visible but the user does not understand the text and will therefore not click on it.Does the user get feedback? Will the user know that they have done the right thing after performing the action?By answering the questions for each subtask usability problems will be noticed
Task analysis is the analysis of how a task is accomplished, including a detailed description of both manual and mental activities, task and element durations, task frequency, task allocation, task complexity, environmental conditions, necessary clothing and equipment, and any other unique factors involved in or required for one or more people to perform a given task.[1] Task analysis emerged from research in applied behavior analysis and still has considerable research in that area.Information from a task analysis can then be used for many purposes, such as personnel selection and training, tool or equipment design,[2] procedure design (e.g., design of checklists or decision support systems) and automation. Though very distinct, task analysis is related to user analysis.