5. THINK-ALOUD PROTOCOLS AND CARD SORTS

Question 1

Data analysis in 3 steps (Yang, 2002)

Answer 1

1. Transcription of the verbal protocols from the audio recording
2. Segmentation of the verbal protocols: breaking down the data into single segments
3. Verbal protocols coding (Bettman & Park): translates data into codes representation different decision-making strategies

Question 2

Think aloud: Critics (Payne, 1994):

Answer 2

• Does the information in verbal reports reflect thinking in an accurate way? (Validity issue)
  o Information that’s already coded doesn’t need additional processing when verbalized
• Asking subjects to report their thoughts changes the way they think? (Reactive-effects issue)
  o Same decisions in silent and think aloud conditions
• Verbal report data can be as objectively analyzed as other kinds of behavioral data? (Objectivity issue)
  o Depends: How collected
  o Limitations for others

Question 3

Card sorting:

Answer 3

• Participants place concepts into categories the basis of their relatedness
• Open Card Sort: organize topics into categories
• Closed Card Sort: Sort topics from content into pre-defined categories
• Combined Cart Sort: first open then closed card sort

Question 4

Limitations of card sorting (Harper, 2003):

Answer 4

• Time + human interaction
• Multiple card sets
• Large number of participants
• Labor intensive + human errors
• Administration is required

Question 5

Advantages:

Answer 5

• Limitations can be overcome with card sorting software

- ideal for illiterate participants, the elderly or groups unfamiliar with “traditional” data collection methods