Interaction Design

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Topic 9 – Techniques and Planning for Data Gathering 1

Interaction Design

Diploma In Information Technology

Learning Outcomes After studying this topic and the recommended reading, you should be able to:

- Topic 9

- Introduction to Data Gathering

- Five Key Issues

- Data Recording

- Interviews

- Planning and Conducting Interviews

- Questionnaires

Introduction to Data Gathering

Data is everywhere.

Indeed, it is common to hear people say that we are drowning in data because there is so much of it.

Introduction to Data Gathering

So, what is data?

Data can be numbers, words, measurements, descriptions, comments, photos, sketches, films, videos.

Or almost anything that is useful for understanding a particular design, user needs, and user behavior.

Introduction to Data Gathering

Data can be:

Quantitative

OR

Qualitative

Introduction to Data Gathering

For example:

The time it takes a user to find information on a web page and the number of clicks to get to the information are forms of quantitative data.

What the user says about the web page is a form of qualitative data.

Introduction to Data Gathering

But what does it mean to collect these and other kinds of data?

What techniques can be used, and how useful and reliable is the data that is collected?

Introduction to Data Gathering

This topic presents some techniques for data gathering that are commonly used in interaction design activities.

Three main techniques for gathering data are introduced in this topic:

- Interviews - Questionnaires - Observation

Five Key Issues

Five key issues require attention for any data gathering session to be successful:

1. Goal setting 2. Identifying participants 3. The relationship with participants 4. Triangulation 5. Pilot Studies

Five Key Issues

1. Goal setting

The main reason for gathering data is to glean information about users, their behavior, or their reaction to technology.

Five Key Issues

1. Goal setting

There are many different reasons for gathering data, and before beginning, it is important to set specific goals for the study.

“These goals will influence the nature of data gathering sessions, the data gathering techniques to be used, and the analysis to be performed” (Robson and McCartan, 2016).

Five Key Issues

1. Goal setting

The goals may be expressed more or less formally.

For instance, using some structured or even mathematical format or using a simple description such as the ones in the previous paragraph.

Whatever the format, however, they should be clear and concise.

Five Key Issues

2. Identifying Participants

The goals developed for the data gathering session will indicate the types of people from whom data is to be gathered.

Those people who fit this profile are called the population or study population.

Five Key Issues

3. Relationship with Participants

One significant aspect of any data gathering is the relationship between the person (people) doing the gathering.

and

The person (people) providing the data.

Five Key Issues

3. Relationship with Participants

Making sure that this relationship is clear and professional will help to clarify the nature of the study.

How this is achieved varies in different countries and different settings.

Five Key Issues

3. Relationship with Participants

Making sure that this relationship is clear and professional will help to clarify the nature of the study.

How this is achieved varies in different countries and different settings.

Five Key Issues

3. Relationship with Participants

In the United States and United Kingdom.

For example, it is achieved by asking participants to sign an informed consent form.

Five Key Issues

3. Relationship with Participants

The details of this form will vary.

But it usually asks the participants to confirm the purpose of the data gathering.

and

Explain to them how the data will be used.

Five Key Issues

3. Relationship with Participants

The informed consent form is intended to protect the interests of both the data gatherer and the data provider.

The gatherer wants to know that the data they collect can be used in their analysis, presented to interested parties, and published in reports.

Five Key Issues

3. Relationship with Participants

The data provider wants reassurance that the information they give will not be used for other purposes or in any context that would be detrimental to them.

Five Key Issues

3. Relationship with Participants

An example of an informed consent form

Source from: http://methods.sagepub.com/book/small-scale-evaluation-2e/i737.xml

Five Key Issues

4. Triangulation

Refers to investigation and research on new or existing phenomenon from at least TWO (2) perspective.

Five Key Issues

4. Triangulation

There are FOUR (4) types of triangulation have been defined.

- Triangulation of data means that data is drawn from different sources at different times, in different places, or from different people.

- Investigator triangulation means that different researchers (observers, interviewers, and so on) have been involved in collecting and interpreting the data.

Five Key Issues

4. Triangulation

There are FOUR (4) types of triangulation have been defined.

- Triangulation of theories means the use of different theoretical frameworks through which to view the data or findings.

- Methodological triangulation means to employ different data gathering techniques.

Five Key Issues

5. Pilot Studies

A small trial run of the main study.

The aim is to make sure that the proposed method is viable before embarking on the real study.

Five Key Issues

5. Pilot Studies

For example:

The equipment and instructions can be checked.

The questions for an interview or in a questionnaire can be tested for clarity.

An experimental procedure can be confirmed as viable.

Data Recording

Capturing data is necessary so that the results of a data gathering session can be analyzed and shared.

In most settings, audio recording, photographs, and notes will be sufficient.

In others, it is essential to collect video data so as to record in detail the activity and its context.

Data Recording

THREE (3) common data recording approaches are:

1. Notes plus Photographs 2. Audio plus Photographs 3. Video

Data Recording

1. Notes plus Photographs

Taking notes (by hand or by typing) is the least technical and most flexible way of recording data, even if it seems old fashioned.

Data Recording

1. Notes plus Photographs

If appropriate, photograph(s) and short videos (captured via smartphones or other handheld devices) of artifacts, events, and the environment.

Can supplement notes and hand-drawn sketches, provided that permission has been given to collect data using these approaches.

Data Recording

1. Notes plus Photographs

An example of notes plus Images.

Source from: https://medium.goodnotes.com/ipad-os-19922d03c01a

Data Recording

1. Notes plus Photographs

An advantage of handwritten notes includes:

- Using pen and paper can be less intrusive than typing and is more flexible, for example, for drawing diagrams of work layouts.

- Researchers often comment that writing notes helps them to focus on what is important and starts them thinking about what the data is telling them.

Data Recording

1. Notes plus Photographs

A disadvantage of handwritten notes includes:

- It can be difficult to capture the right highlights.

- It can be tiring to write and listen or observe at the same time.

- It is easy to lose concentration, biases creep in, handwriting can be difficult to decipher, and the speed of writing is limited.

Data Recording

2. Audio plus Photographs

Audio recording is a useful alternative to note-taking and is less intrusive than video.

During observation, it allows observers to focus on the activity rather than on trying to capture every spoken word.

Data Recording

2. Audio plus Photographs

An example of an audio recorder.

Data Recording

2. Audio plus Photographs

An advantage would be:

- It allows the interviewer to pay more attention to the interviewee rather than trying to take notes as well as listening.

Data Recording

2. Audio plus Photographs

Some disadvantages would be:

- Time and effort spent to retrieve important details.

- Quality of the audio can be comprised.

Data Recording

3. Video

Smartphones can be used to collect short video clips of activity.

They are easy to use and less obtrusive than setting up sophisticated cameras.

Data Recording

3. Video

But there are occasions when a video is needed for long periods of time where holding a phone is unreliable.

Data Recording

3. Video

For example:

Recording how designers collaborate together in a workshop

OR

How teens interact in a “makerspace,” in which people can work on projects while sharing ideas, equipment, and knowledge.

Data Recording

3. Video

For these kinds of sessions, more professional video equipment that clearly captures both visual and audio data is more appropriate.

Data Recording

3. Video

An advantage of Video recording:

- Details like facial expression, gestures, behaviors can be recorded.

Data Recording

3. Video

Some disadvantages of Video recording:

- Time and effort spent to retrieve important details.

- Quality of the audio can be comprised.

Interviews

Interviews are short conversational sessions that extract important information.

How informal or formal the conversation in the interview will be depends on the type of interview.

Interviews

There are FOUR (4) main types of interviews:

1. Unstructured Interviews 2. Structured Interviews 3. Semi-Structured Interviews 4. Focus Groups

Interviews

The most appropriate approach to interviewing depends on:

- The purpose of the interview.

- The questions to be addressed.

- The interaction design activity.

Interviews

For example:

If the goal is first to gain impressions about users’ reactions to a new design concept, then an informal, unstructured interview is often the best approach.

But if the goal is to get feedback about a particular design feature, such as the layout of a new web browser, then a structured interview is often better.

Interviews

1. Unstructured Interview

Are at one end of a spectrum of how much control the interviewer has over the interview process.

They are exploratory and are similar to conversations around a particular topic.

They often go into considerable depth.

Interviews

1. Unstructured Interview

Questions posed by the interviewer are open.

Meaning that there is no particular expectation about the format or content of answers.

Interviews

1. Unstructured Interview

For example, the first question asked of all participants might be: “What are the pros and cons of having a wearable?”

Here, the interviewee is free to answer as fully or as briefly as they want.

Both the interviewer and interviewee can steer the interview.

Interviews

1. Unstructured Interview

For example, the first question asked of all participants might be: “What are the pros and cons of having a wearable?”

Here, the interviewee is free to answer as fully or as briefly as they want.

Both the interviewer and interviewee can steer the interview.

Interviews

1. Unstructured Interview

A benefit of unstructured interviews is that they generate rich data that is often interrelated and complex.

That is, data that provides a deep understanding of the topic.

Interviews

2. Structured Interview

In structured interviews, the interviewer asks predetermined questions similar to those in a questionnaire.

The same questions are used with each participant so that the study is standardized.

Interviews

2. Structured Interview

The questions need to be short and clearly worded.

And they are typically closed questions, which means that they require an answer from a predetermined set of alternatives.

Interviews

2. Structured Interview

One benefit is that Closed questions work well if the range of possible answers is known or if participants don’t have much time.

Interviews

2. Structured Interview

For example:

“Which of the following websites do you visit most frequently: Amazon.com, Google.com, or msn.com?”

“How often do you visit this website: every day, once a week, once a month, less often than once a month?”

“Do you ever purchase anything online: Yes/No?”

Interviews

3. Semi-structured Interview

Combine features of structured and unstructured interviews and use both closed and open questions.

Interviews

3. Semi-structured Interview

The interviewer has a basic script for guidance so that the same topics are covered with each interviewee.

The interviewer starts with “preplanned questions” and then “probes the interviewee” to say more until no new relevant information is forthcoming.

Interviews

3. Semi-structured Interview

For example:

Interviewer: Which music websites do you visit most frequently? Interviewee: Mentions several but stresses that they prefer hottestmusic.com

Interviewer: Why? Interviewee: Says that they like the site layout.

Interviews

3. Semi-structured Interview

For example:

Interviewer: Tell me more about the site layout. Interviewee: Silence, followed by an answer describing the site’s layout.

Interviewer: Anything else that you like about the site? Interviewee: Describes the animations.

Interviews

3. Semi-structured Interview

For example:

Interviewer: Thanks. Are there any other reasons for visiting this site so often that you haven’t mentioned?

Interviews

3. Semi-structured Interview

It is important not to pre-empt an answer by phrasing a question to suggest that a particular answer is expected.

Interviews

3. Semi-structured Interview

For example:

“You seemed to like this use of color . . .”

Interviewer assumes that this is the case and will probably encourage the interviewee to answer that this is true so as not to offend the interviewer.

Interviews

4. Focus Groups

Interviews are often conducted with one interviewer and one interviewee.

But it is also common to interview people in groups.

Interviews

4. Focus Groups

One form of group interview that is sometimes used in interaction design activities is the focus group.

Normally, three to ten people are involved, and the discussion is led by a trained facilitator.

Interviews

4. Focus Groups

Participants are selected to provide a representative sample of the target population.

Interviews

4. Focus Groups

In requirements activities, a focus group may be held in order to identify conflicts in expectations or terminology from different stakeholders.

Interviews

4. Focus Groups

The benefit of a focus group is that it allows diverse or sensitive issues to be raised that might otherwise be missed.

The method is more appropriate for investigating shared issues rather than individual experiences.

Enable people to put forward their own perspectives.

Planning and Conducting an Interview

Planning an interview involves:

- Developing the set of questions or topics to be covered.

- Collating any documentation to give to the interviewee (such as consent form or project description).

- Checking that recording equipment works, structuring the interview, and organizing a suitable time and place.

Planning and Conducting an Interview

The following guidelines help in developing interview questions:

1. Long or compound questions can be difficult to remember or confusing, so split them into two separate questions.

For example:

Instead of “How do you like this smartphone app compared with previous ones that you have used?”

Planning and Conducting an Interview

You can split the questions.

“How do you like this smartphone app?”

“Have you used other smartphone apps?”

If so, “How did you like them?”

This is easier for the interviewee to respond to and easier for the interviewer to record.

Planning and Conducting an Interview

2. Interviewees may not understand jargon or complex language and might be too embarrassed to admit it, so explain things to them in straightforward ways.

3. Try to keep questions neutral, both when preparing the interview script and in conversation during the interview itself.

Questionnaires

Questionnaires are a well-established technique for collecting demographic data and users’ opinions.

They are similar to interviews in that they can have closed or open-ended questions.

But once a questionnaire is produced, it can be distributed to a large number of participants without requiring additional data gathering resources.

Questionnaires

Thus, more data can be collected than in an interview study.

Furthermore, participants who are located in remote locations or those who cannot attend an interview at a particular time can be involved more easily.

Often a message is sent electronically to potential participants directing them to an online questionnaire.

Questionnaires

Effort and skill are needed to ensure that questions are clearly worded and the data collected can be analyzed efficiently.

Well-designed questionnaires are good for getting answers to specific questions from a large group of people.

Questionnaires

Questionnaire Structure

Many questionnaires start by:

Asking for basic demographic information (gender, age, place of birth)

Details of relevant experience (the number of hours a day spent searching on the Internet, the level of expertise within the domain under study, and so on).

Questionnaires

Questionnaire Structure

This background information is useful for putting the questionnaire responses into context.

Questionnaires

Questionnaire Structure

For example:

It is unlikely that a person’s height will provide relevant context to their responses about Internet use.

But it might be relevant for a study concerning wearables.

Questionnaires

Questionnaire Structure

Here’s a checklist for designing a questionnaire:

- Think about the ordering of questions. The impact of a question can be influenced by question order.

- Consider whether different versions of the questionnaire are needed for different populations.

Questionnaires

Questionnaire Structure

Here’s a checklist for designing a questionnaire:

- Provide clear instructions on how to complete the questionnaire, for example, whether answers can be saved and completed later. Aim for both careful wording and good typography.

- Think about the length of the questionnaire, and avoid questions that don’t address the study goals.

Questionnaires

Questionnaire Structure

Here’s a checklist for designing a questionnaire:

- If the questionnaire has to be long, consider allowing respondents to opt out at different stages.

- Think about questionnaire layout and pacing; for instance, strike a balance between using white space, or individual web pages, and the need to keep the questionnaire as compact as possible.

Questionnaires

Question and Response Format

Different formats of question and response can be chosen.

For example, with a closed-ended question, it may be appropriate to indicate only one response.

OR

It may be appropriate to indicate several.

Questionnaires

Question and Response Format

Selecting the most appropriate question and response format makes it easier for respondents to answer clearly.

Questionnaires

Question and Response Format

Here are some commonly used formats:

- Check Boxes and Ranges - Rating Scales - Likert Scales - Semantic Differential Scales

Questionnaires

Question and Response Format

- Check Boxes and Ranges

The range of answers to demographic questions is predictable.

Range of age, for example, has a finite number of alternatives, and asking respondents to choose a response from a predefined list makes sense for collecting this information.

Questionnaires

Question and Response Format

- Check Boxes and Ranges

Checkbox of Age Range.

Source from: https://drupal.stackexchange.com/questions/32397/how-to-check-all-checkboxes- in-a-views-exposed-filter-by-default

Questionnaires

Question and Response Format

- Rating Scales

There are a number of different types of rating scales, each with its own purpose.

Two commonly used scales are the Likert and semantic differential scales.

Questionnaires

Question and Response Format

- Rating Scales

Likert and Semantic Differential Scales.

Their purpose is to elicit a range of responses to a question that can be compared across respondents.

They are good for getting people to make judgments, such as how easy, how usable, and the like.

Questionnaires

Question and Response Format

- Rating Scales

Likert and Semantic Differential Scales.

Their purpose is to elicit a range of responses to a question that can be compared across respondents.

They are good for getting people to make judgments, such as how easy, how usable, and the like.

Questionnaires

Question and Response Format

- Rating Scales

Likert scale are used for measuring opinions, attitudes, and beliefs, and consequently they are widely used for evaluating user satisfaction with products.

Questionnaires

Question and Response Format

- Rating Scales

Likert Scale example

Source from: https://wpforms.com/beginners-guide-what-is-a-likert-scale-and-how-to-use-it/

Questionnaires

Question and Response Format

- Rating Scales

Semantic differential scale explore a range of bipolar attitudes about a particular item, each of which is represented as a pair of adjectives.

Questionnaires

Question and Response Format

- Rating Scales

Semantic Differential Scale example

Source from: https://www.surveymonkey.com/mp/survey-question-types/

That’s all for today!

If you have any questions, please feel free to reach out to me at this email.

[email protected]

Reading

Textbook:

Sharp, H., Preece, J., & Rogers, Y. (2019). Interaction Design:

Beyond Human-Computer Interaction (5th ed.)

Reference:

Topic 9 – Techniques and Planning for Data Gathering 1

END OF LESSON