Qualitative data collection and analysis

Question 1

Explorative and confirmative is used in what context?

Answer 1

When performing methods for market study, such as interviews it can have different purposes. It can also differ in different phases of the product development process.

Question 2

How to choose participants in qualitative data collection?

Answer 2

The choice of participants will have great impact on information elicited (opposed to quantitative where “the more the merrier” goes). The sample should always be from the intended user group. One can choose to do:

Statistical representative sampling
Theoretical representative sampling
Critical sampling
Convenience sampling

Question 3

What groups (attributes) may you divide different users into?

Answer 3

Age, gender
Product use experience,
Problem experience,
Interests, physical properties,
Personality

Question 4

What different structures can there be on question based methods ? (such as interviews)

Answer 4

1. Structured
   The questions are formulated and the order of the questions are defined in advance
2. Semi-structured
   Questions are formulated in order to guarantee that certain topics are covered, but the exact formulation and the exact order may vary between interviews
3. Unstructured
   The interviewee governs the content of the interview, the interviewers role is more passive. The questions are not formulated in advance.

Question 5

What is important to keep in mind when doing interviews?

Answer 5

Move away from the general to the specific, as a funnel

Move from the neutral topics to the mode “sensitive” topics

Move from questions on facts to questions which requires reflection and evaluation

Question 6

What is important when formulating questions for interviews?

Answer 6

Be specific

Not be complicated

Be formulated in terms that can be understood

Not be leading

Be neutral

Minimize demands on memory

Not to be hypothetical

Think about open and close questions

Question 7

What are focus groups?

Answer 7

A group, typically 5-6 participants, chosen based on specific criteria relevant to the research objectives. One moderator, helps to document and speed up analysis. Metiating tools, picture etc can be used.

Question 8

What types of observations are there?

Answer 8

Participatory observations
Common research. The observer/researcher takes part in the activities stutied.

Self observation
Diaries or photo assignment, the participants observe themselves

They can also be
Natural or constructed
Obtrusive or unobtrusive

And can also vary in structure such as interviews

Question 9

What are the motives for performing observations?

Compared to for example interviews etc

Answer 9

Customer might not always want to describe their problems, requirements, wishes
It is common to blame oneself for different failures, not the design of the environment or product
Due to sensetivity of the matter to be addressed
The customer cannot always provide information due to lack of
language
knowledge
Actions have become habits

Question 10

What is the purpose of user studies and what is the use system?

Answer 10

Firstly to understand the use system which consists of

Tool/Product
Subject/User
Goal/aim

Question 11

What are the consequenses of directly interprating requirements without analysis?

Answer 11

Overlooks important information
Draws conclusions based on what one remembers most clearly
Draws conclusion based of what made strongest impression
Overlooks information that does not confirm ones pre assumptions

Question 12

What four steps are included when analyzing data?

Answer 12

1. Reduce the data
2. Analyze the reduced data using different methods and tools
3. Identify and search
   - Typical values, claims, comments
   - Stated problems
   - Stated requirements, wishes
4. Formulate requirements for the future situation/the solution