Final Review Flashcards
What are the 5 research phases?
- Define. Organize. Plan. (Create a research plan)
2a. Hunt and Gather (Formative research phase)
2b. Compile. Analyze, Write (Summative research phase) - Generate. (Formalize content and design)
- Evaluate Design Ideas.
- Launch!
What is Design Thinking?
Empathize, define, ideate, prototype, test
What is Qualitative Research?
Discover ideas, with general research objects; observe and interpret; unstructured, free form; research is intimately involved, results are subjective; small samples, more natural
What is Quantitative Research?
Test hypotheses or specific research questions; measure and test; structured response categories provided; researcher uninvolved observer, results are objective; large samples to produce gernalizable results
What are examples of qualitative research?
interviews, day-in-a-life of, self documentation, observation
What are examples of quantitative research?
charts, graphs
What is primary research?
new research carried out to answer specific issues or questions: more complex, indepth exploration
What are examples of primary research?
questionnaires, surveys or interiews with individuals or small groups
What is secondary research?
makes use of information previously researched for other purposes and publicy available: easier to conduct, broad understanding
What are examples of secondary research?
published research reports in a library, surveys, or the internet
What is formative research?
gain insight to define a question and/or problem; identify and clarify communication issues
What is summative research?
test or confirm hypothesis/prototype; is the solution correct? is it improved? can it be better?
What does a love/breakup letter do?
reveals raw emotional expectations, values and disappointments about a brand experience. It allows users to apply an existing know framework of letter-writing to express unfiltered human responses. (primary research, qualitative: self-reporting, users)
What uses does a KJ technique have?
KJ is to Organize: welcome ambiguous data, tame complexity, identify connections and themes, create hierarchies, discover factors to focus on that will support the most successful design possible from a customer’s perspective
What is confirmation bias?
You find evidence and control research data to support a pre-existing belief. You “leave out” any data that challenges your assumption.
Status quo bias?
It’s always been this way…
Question by Design, Bias centered question vs User centered question
should this person ride a skate board vs how might this person ride a skateboard?
What are binary questions?
Questions that can be answered with values of numbers: quantitative or qualitative; use scales closed ended and open ended questions
What is semantic differential?
a type of rating scale designed to measure the connotative and complex meaning of obejcts, events, and concepts (ex: attitudes, feelings, beliefs, etc.)
What is the likert scale for?
to measure opinions, perceptions, attitudes, etc with a greater degree of nuance than a simple yes/no question but more simplistic than semantic differential
What are case studies for?
a case study is a detailed study of a specific subject, group, place, event, organization. A case study research design usually involves qualitative methods but quantitative methods are sometimes also used. (good for describing, comparing, evaluating and understanding different aspects of a research problem)
What are focus groups?
receive the most popularity in accurate research with new products, ads campaigns, and corporate brand. Includes traditional focus groups (10-12 consumers), mini focus groups (6-8 consumers), 1-on-1 interviews, & super groups (50-100 people)
