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  • Overview of Qualitative Research!: Kentaro Toyama

    Transféré par

    Sergio Sotelo
    21 vues9 pages
    This document provides an overview of qualitative research. It explains that qualitative research is characterized by non-numerical data collected through direct interaction methods like interviews and observations. It is useful for generating in-depth understanding, exploring a broad range of issues, and identifying new hypotheses and causal explanations. The document outlines common qualitative data gathering and analysis methods, and notes that this course will focus on interviews and affinity walls. It also discusses some limitations and caveats of qualitative research.

    Description originale:

    Presentacion de Kentaro Toriyama

    Titre original

    qualitative research

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    This document provides an overview of qualitative research. It explains that qualitative research is characterized by non-numerical data collected through direct interaction methods like interviews and observations. It is useful for generating in-depth understanding, exploring a broad range of issues, and identifying new hypotheses and causal explanations. The document outlines common qualitative data gathering and analysis methods, and notes that this course will focus on interviews and affinity walls. It also discusses some limitations and caveats of qualitative research.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    21 vues9 pages

    Overview of Qualitative Research!: Kentaro Toyama

    Transféré par

    Sergio Sotelo
    This document provides an overview of qualitative research. It explains that qualitative research is characterized by non-numerical data collected through direct interaction methods like interviews and observations. It is useful for generating in-depth understanding, exploring a broad range of issues, and identifying new hypotheses and causal explanations. The document outlines common qualitative data gathering and analysis methods, and notes that this course will focus on interviews and affinity walls. It also discusses some limitations and caveats of qualitative research.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 9

    Top Bar Reserved for U-M Branding and Course Information

    Overview of Qualitative Research!

    Kentaro Toyama!
    Top Bar Reserved for U-M Branding and Course Information
    Top Bar Reserved for U-M Branding and Course Information

    Sales data? Survey? Usage statistics?!


    Quantitative research helps to understand…!
    •  Overall trends!
    •  Existing product or service!
    •  Issues you can anticipate!
    Quantitative research is less useful for…!
    •  Detailed understanding!
    •  New possibilities!
    •  Unanticipated issues!
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    Detailed understanding: How do


    users input a destination?!

    New feature: Quizzes to help


    people memorize routes? !

    Unanticipated issue: Might families


    want “most fun” route?!
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    Qualitative Research!

    Characterized by…!
    •  Non-numerical data!
    •  Direct interaction with people and contexts!
    •  Richness and detail!
    !

    Strengths of qualitative research!


    •  In-depth!
    •  Broad range!
    •  Hypothesis generation!
    •  Causal explanations!
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    Qualitative Research Methodologies!

    Data gathering:!
    •  Interviews!
    •  Field observations!
    •  Participant observations!
    •  Focus groups!
    •  Etc.!
    !

    Data analysis:!
    •  Coding!
    •  Content analysis!
    •  Thematic analysis!
    •  Recursive abstraction!
    Top Bar Reserved for U-M Branding and Course Information

    Qualitative Research Methodologies!

    Data gathering:!
    Focus in!
    •  Interviews!
    •  Field observations! this course!
    •  Participant observations!
    •  Focus groups!
    •  Etc.!
    !

    Data analysis:!
    •  Coding!
    •  Content analysis!
    •  Thematic analysis!
    via “affinity walls”!
    •  Recursive abstraction!
    Top Bar Reserved for U-M Branding and Course Information

    Qualitative Research Caveats!

    Qualitative research is not the best for questions


    such as…!
    •  What proportion of our users do X?!
    •  Would usage increase if we did Y and instead of Z?!
    •  Does program V cause effect W?!
    !

    Weaknesses of qualitative research:!


    •  Providing numerical data or analysis!
    •  Confirming hunches, guesses, intuitions!
    •  Making close comparisons!
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    Qualitative research is useful in a wide range of


    contexts beyond user needs assessments.!

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