Qualitative Research - interview

最新推荐文章于 2024-11-14 11:56:28 发布

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最新推荐文章于 2024-11-14 11:56:28 发布

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本文链接：https://blog.csdn.net/jeonghin/article/details/124367487

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Qualitative research

interview

observations

affinity diagrams

work models

personas

market research

survey and questionnaires

log analysis

document analysis

Focus group

Workshops

A/b test

Prototyping

Design probe

types of interviews

group vs individual

remote vs in-person

degree of structure: structured, semi-structured, unstructured

半结构式访谈（semistructured interview），亦译“半定式访谈”，亦称“半标准化访谈”。访谈的方法之一。事先有一定的题目和假设，但实际问题没有具体化。其优缺点介于结构式访谈和非结构式访谈之间。

Components of an interview protocol

Overarching question

Introduction(self-introduction, goals of interview, duration, overview of components, confidentiality, voluntary nature, permissions)

Main interview

Background /warm-up questions(short, simple, closed-ended)
- Closed-ended questions
  - Did you like x?
  - How many times a week do you…?
  - What is your favorite…?
  - Sometimes, closed-ended questions are appropriate, but they shouldn’t dominate the protocol
- Abstract, generalized
  - What do you normally do when?
  - What is the typical way in which…?
  - These aren’t bad questions, but you want to be sure that you’ve asked for concrete details, also.
Core questions(open-ended, conversational, focused on overarching question)
- Open-ended questions
  - Why did you…?
  - How did you go about…?
  - Can you tell me about…?
  - Why do you think that is?
  - How did you handle that situation?
- Specific, concrete
  - Tell me about the last time that you did…
  - Can yo think of a specific instance when…?

Observation

Think-aloud protocol
- encourage participant to verbally explain what they are thinking and doing
- Awkward at first, get easier
Observation questions
- Prompts to perform tasks
- Questions you can anticipate
- Focused on overarching question
- Observation tips
  - Ask participant to perform relevant tasks
  - Think-aloud protocol
    - Ask participant to speak aloud and tell you what they are doing and thinking
    - It will be awkward at first, but encourage them if needed, by asking lots of quick questions
      - What are you dong now?
      - What are you thinking when you do that?
  - Take good notes, pay special attention to things they do that are not part of the main tasks:
    - Pauses
    - Missteps/multiple attempts
    - Intentional detours
    - Ask questions, if you don’t understand the motivation for an action

Conclusion(anything to add? Thank you, followup plans(additional questions, report back), your contact information, any questions?, thank you again!)

Guidelines only-no hard rules

Most important: interview ethics

Second most important: answering your overarching question

Variations

Multiple overarching questions
Interleaving interview and observation
No observation
In-situ observation, with no think-aloud protocol

Preparation (try to memorize)

Interview participant background
Topic background
Interview protocol
Overarching question

Improvisation

Rapport with interview participant
Attention to the unexpected
Unscripted questions
Focus on overarching question

Note-taking

Try using paper and pen/pencil

Devices can create a mental barrier
Print out interview protocol with blank space under core questions

Write down

Key points, in short phrases
Things that audio recording would not capture: impressions, facial expressions, physical context
Follow-up questions

From notes to qualitative data

As soon as possible after an interview, review notes and audio recordings and write down affinity notes

An affinity note is:

A sticky note on which you write
A participant code(type and number: c01, C03, G04, M02)
A statement or question
That comes from your notes or audio recordings
Which is probably relevant to the needs assessment

Affinity note include:

Factual statements - complete sentences
Participant quotations(in quotation marks)
Observations, as statements
Interpretations of the above
Questions

Tips:

Make each note understandable on its own
Be concrete but concise
Aim for about one affinity note per minute of interview

Interpretations:

Repeating themes
Contradictions or conflicts
Key findings
Root issues
Anything else might be relevant

Good quotes:

Unexpected
Representative

The secret to intelligence

The world is full of information
You can’t remember it all
By clustering, sorting, finding patterns, and relating things to each other, you can condense information
Condensing is understanding
Understanding is intelligence

Affinity wall guidelines

At first, make clusters quickly