Research Design
A research method that studies users in their natural environment
What is Ethnographic Research?
The main method ethnographers use to collect data.
What is observation?
Which of these count as a usability test: (A) Reading an e-book, (B) Using a website, (C) Watching a movie.
What is, (B) Using a website?
This research method explores in-depth human experiences, behaviors and motivations.
What is qualitative research?
These are known as measures of central tendency.
A variable that researchers manipulate in an experiment
What is an Independent Variable?
Ethnographies use this approach, sometimes referred to as "ground up".
What is inductive?
What is the goal of usability testing?
What is to make sure the product is easy to use and works well for users?
This research method tests existing theories against data.
Deductive research.
This value is used to indicate statistical significance.
What is p-value?
This research design combines multiple methods. For example, it uses both qualitative and quantitative methods.
What is a mixed methods approach?
This approach helps researchers develop theories based on patterns emerging from the data.
What is the main thing you want to find out in usability testing?
What is "how usable is a product or website for completing tasks"?
A coding method for analyzing themes in qualitative data.
What is Thematic analysis?
Provide the steps for conducting a user study.
What are:
a) define problem space
b) identify target population with inclusion and exclusion criteria
c) formulate research question
d) select/define data collection instruments
e) collect the data
f) analyze the data
g) share findings
What type of research design follows the same participants over a period of time to observe changes?
What is a longitudinal study?
The main disadvantage of ethnographic research over lab studies.
What is a longer time commitment?
The usability testing technique that asks users to verbalize thoughts while performing tasks.
What is the "Think-Aloud" Protocol?
DAILY DOUBLE!
This describes the consistency of coding between multiple researchers, ensuring reliability in thematic analysis.
What is inter-coder reliability?
This type of error occurs when a true null hypothesis is rejected.
What is the term for an unintended factor that can influence the results of a study making it difficult to establish causation?
What is a confounding variable?
This term describes researchers who get too immersed in the group they are studying, potentially losing objectivity.
"Going native"
In a usability test for an e-commerce website, participants are asked to find and purchase a product. The website's design as been modified to improve the shopping experience.
What is an example of a dependent variable in this usability test?
What is time taken to complete purchase?
What is number of successful purchases completed?
What is using multiple data sources to confirming findings and reduce bias?
What is triangulation?
This type of error occurs when a false null hypothesis is not rejected.
What is a type II error?