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Qualitative Research

Qualitative Research. Observation & Think-Aloud Protocol. Qualitative Research. Quantitative research tells us “what” Qualitative can help us explain “why” and “how” What are our patrons thinking & feeling- what do they like or not like and why?

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Qualitative Research

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  1. Qualitative Research Observation & Think-Aloud Protocol

  2. Qualitative Research • Quantitative research tells us “what” • Qualitative can help us explain “why” and “how” • What are our patrons thinking & feeling- what do they like or not like and why? • How can we better understand their experiences?

  3. Think-Aloud

  4. Think-Aloud • Possible Topics for Think-Aloud • Information-seeking behavior • Research strategies • Usability/navigation • Information Interaction • Human-Computer Interaction

  5. Think-Aloud • Involve subject in actual or pre-determined tasks • Subject engages in task: • explains what they are doing and why • What they are thinking • How they feel • Researcher observes process/actions and takes notes • Prompt subject to verbalize

  6. Observation & Think-Aloud Advantages Challenges Captures short term memory Immediate feedback Opportunities for clarification Low-tech requirements Depends on subject’s ability to verbalize while working Actions and reactions might be affected by the process itself Recruitment of subjects

  7. Planning for Research • Define the problem or research question • What do you want to know • What do you want to learn • Develop a set of questions to answer • Design activities for subjects • Pre-test • Recruit subjects • Give-aways • Prizes • Class credit

  8. Facilities • Doesn’t require fancy technology! • Computer, researcher (or two), and subject • Usability Lab • Screen-capture technology • Eye-capture technology • Transaction Log • Video and audio taping • Two-way mirror

  9. Engaging in the Research • Allow subject leeway- try not to guide • Prompt subject to talk as necessary • Ask clarifying questions • Take copious notes • Separate observation from analysis/interpretation • Debrief immediately afterward

  10. Taking Notes

  11. Analysis of Data • Read, re-read, and read again • Look for patterns and themes • Compare coding (inter-coder analysis) • Revisit research questions • Can you draw conclusions from your results? • Next steps…

  12. Thank you!!! Questions? Activity

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