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Basic Structure of Research

Basic Structure of Research. Research question Operationalize study Run subjects Look at data Present to world!!!. Research Questions. What is the one-way, causal relationship between: X1 and Y1, Y2, … , Yn (variable) (variables) X2 and Y1, Y2, … Yk, Yn+1, Yn+2…

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Basic Structure of Research

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  1. Basic Structure of Research • Research question • Operationalize study • Run subjects • Look at data • Present to world!!! Comm. 169, etc. – Lecture 3

  2. Research Questions • What is the one-way, causal relationship between: X1 and Y1, Y2, … , Yn (variable) (variables) X2 and Y1, Y2, … Yk, Yn+1, Yn+2… (variable) (variables) Comm. 169, etc. – Lecture 3

  3. What are X1 and X2 • Manipulate one and only one thing • 2 or 3 “levels” each • Different kinds of something • With vs. without something • Independently manipulable • Randomly assigned • Balance is o.k. • Each person gets only one level of each X Comm. 169, etc. – Lecture 3

  4. What are the Ys? • Must vary • Continuous or Dichotomous • Continuous • “On a scale of 1-10” • “How many times did they smile?” • “How much did they bid?” • “What was the score of the game?” • Dichotomous • “Vote for one of A or B” • “Did you win or lose?” • Yes/No questions Comm. 169, etc. – Lecture 3

  5. Where do Ys come from? • Questionnaire • Web • Paper and pencil • Telephone Comm. 169, etc. – Lecture 3

  6. Where do Ys come from? (cont.) • Observation • What do people do with the interface? • Performance • Engagement • What do people cognize? • Memory • Learning • What do people say? • How many words? • How many adjectives? • How do people look? • Smiles Comm. 169, etc. – Lecture 3

  7. Where do Ys come from? (cont.) • From my lab group! • Tons of examples Comm. 169, etc. – Lecture 3

  8. How many Ys? • The more, the merrier • Smush items together • More error-free • More stable • At least one non-attitudinal item is important Comm. 169, etc. – Lecture 3

  9. Operationalizing the Study • Instantiate the Xs • Pick framing • Buying • Learning • Disclosure • Entertainment • Collaboration • Assessment • Competition Comm. 169, etc. – Lecture 3

  10. Operationalizing the Study (cont.) • Pick context • E-Commerce • Desert Survival • Prisoner’s dilemma • Trivia contest • Critic • Search • Voting • Survey Comm. 169, etc. – Lecture 3

  11. Operationalizing the Study (cont.) • Pick modality • Web • Phone • Lab • These four (instntiation, frmaing, context, modality) are determined iteratively Comm. 169, etc. – Lecture 3

  12. Running Subjects • Subject criteria • Only women? • Balance Comm. 169, etc. – Lecture 3

  13. Look at Data • Simple statistics (we will help) • Less than a day Comm. 169, etc. – Lecture 3

  14. Present the Research! • Standard format • Millions of friends and admirers Comm. 169, etc. – Lecture 3

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