Chapter 21 Flashcards
Can we do research by 3td parties
Yes
What are 2 phases of ethnographic interviews
- Begin
2. End
In the begin phase of ethnographic interviews what should we ask
- Structural issues
- Goal-oriented issues
In the end phase of ethnographic interviews what should we ask
- Specific functions
- Task-oriented issues
What are basic interview methods
- Do interview in natural environment
- Avoid a fixed set of questions
- Focus on goal, not task
- Avoid making User a designer
- Avoid discussions of technology
- Encourage storytelling
- Ask for show-and-tell
- Avoid leading questions
`What are 4 categories of interview questions
1- Goal-oriented questions
2- System-oriented questions
3- Work-flow oriented questions
4- Attitude-oriented questions
What are other methods of research
- Focus group
- Market demographics and market segments
- Usability and user testing
What is focus group
Its a research technique mostly used by marketing company. Representatives gathered and they are asked different questions by showing them product. Their response is recorded.
What are disadvantages of focus group
- Some people change their opinion by listen other people opinion
- Some people talk to too much and overcome other people
What market demographics and market segment
It is a research technique that tells what motivates people to buy.
What 2 types of data used in market demographics and market segment
- Demographic data (race, education, income, location etc)
2. Psychographic data (attitudes, lifestyles, values, ideology etc)
What we do with the data gathered from research
modelling
