Effective Data Gathering Methods for Research

Data Gathering Methods

Physical Data Gathering Methods

1. Notes

   • Pros: Good overview, flexible, less intrusive, aids focus.
   • Cons: Can be difficult and slow, requires concentration, potential for bias.

2. Audio/Video Recording

   • Audio combined with photos can add valuable context.
   • Requires explicit permission from participants.
   • Raises potential privacy issues.
   • Requires good quality recording equipment.

Data Gathering Techniques

Surveys

Recruitment

• Define the target population clearly.
• Gather relevant demographic information.

Sampling

• Probabilistic Sampling: Each member has a known probability of being chosen.
  • Example: Census.
  • Random Sampling: Every individual has an equal chance.
  • Stratified Sampling: Ensures representation from each subset of the population.
• Non-probabilistic Sampling: The probability of being chosen is unknown.
  • Useful when population estimates are not the primary goal, the population is unclear, or the likelihood of an individual being selected cannot be determined.
  • Approaches: Snowball recruitment, self-selected surveys, volunteer panels.

Survey/Questionnaire Design

• Tailor questions to specific populations.
• Open-Ended Responses: Allow participants to answer in their own words.
• Closed-Ended Responses: Provide predefined choices.
  • Ordered: Choices have a logical sequence (e.g., rating scales).
  • Unordered: Choices have no inherent order (e.g., multiple-choice options).

Structure

• Provide clear instructions.
• Keep the survey concise and not overly lengthy.
• Use headings to organize sections.
• Include contact information for queries.

Administration

Surveys can be administered via paper, email, web (using tools like Google Forms, SurveyMonkey), or in-person visits.

Use Cases

Surveys are effective for measuring attitudes, awareness, intent, and gathering feedback about user experience (UX).

Allows for comparisons over time.

However, surveys are not ideal for precise measurements or identifying specific usability problems within an interface.

Advantages

• Can reach a large sample size.
• Relatively low cost.
• Non-intrusive for participants.

Disadvantages

• Researcher absence can lead to misunderstandings.
• Data gathered is often shallow.
• Actual sample size or reach can be uncertain.
• Potential for biased data; better suited for factual phenomena than nuanced opinions.

Interviews

Types of Interviews

1. Unstructured: Good for exploring critical comments and design requirements, especially when the domain or users are unfamiliar.
2. Semi-structured: Useful for clarification, offering a balance between predefined questions and flexibility.
3. Fully Structured: Uses well-defined questions, making analysis easier and facilitating comparisons across users.

Interviews can be conducted online (e.g., via video conferencing), which can be more convenient for participants.

Planning Steps

• Identify clear objectives.
• Define the analysis strategy beforehand.
• Write clear and unbiased questions.
• Pilot test the questions.
• Prepare necessary materials (e.g., consent forms, interview script).

Prestige Response Bias: Be aware that participants might try to impress the interviewer, potentially affecting their responses.

Advantages

• Provides deep data and rich insights.
• Open-ended and exploratory nature allows for unexpected discoveries.

Disadvantages

• Response quality heavily depends on the interviewer's skill.
• Requires significant skill, effort, and time.
• Susceptible to various biases from both the interviewer and interviewee.

Focus Groups

Focus groups are essentially group interviews led by a trained facilitator.

The facilitator's role is crucial in managing group dynamics, encouraging participation from everyone, and handling potential conflicts.

Advantages

• Can uncover diverse issues and perspectives through group interaction.
• Helps identify consensus views within a group.
• Benefits from the dynamic interaction between participants.

Disadvantages

• Less suitable for discussing highly controversial or sensitive topics.
• Group dynamics (e.g., dominant personalities) can heavily influence results.
• Requires skilled facilitation and appropriate resources.

Observations

Types of Observation

• Direct Observation:
  • The investigator is physically present during the activity.
  • Requires a significant time commitment.
  • Offers the potential for large amounts of detailed data collection.
• Indirect Observation:
  • Involves observing records or artifacts of the activity (e.g., system logs, completed documents).
  • Diary Study: Participants record information regularly over a period.
    • Feedback diaries: Capture user feedback on experiences.
    • Elicitation diaries: Gather data to inform future events or designs.
    • Requires a clear purpose, careful participant selection, recruitment, and detailed instructions.

Contextual Inquiry

This method combines interview and observation techniques within the user's own environment.

Key Principles

• Context: Conducted in the user's natural setting where the activity normally occurs.
• Partnership: A collaborative relationship is formed between the researcher and the user.
• Interpretation: Observations and findings are discussed and interpreted with the user.
• Focus: Clear goals guide the inquiry and data gathering.

Ethnography

Ethnography also combines interviews and observation, often involving prolonged engagement within a specific cultural or social setting.

It requires a skilled investigator capable of becoming culturally immersed in the user's environment and understanding their culture and practices deeply.

Choosing Data Gathering Techniques

Consider the following factors when selecting the most appropriate method(s):

• The specific focus and research questions of the study.
• The target user population and their characteristics.
• The nature of the technique itself, including the skills required of the investigator.
• The available resources (time, budget, personnel).

Techniques can often be combined (a process called triangulation) to leverage the strengths of each method, mitigate weaknesses, and provide a more comprehensive and robust understanding.