observation & think-aloud protocol qualitative research
DESCRIPTION
Think-AloudTRANSCRIPT
Qualitative ResearchQuantitative research tells us “what”Qualitative can help us explain “why” and
“how”
What are our patrons thinking & feeling- what do they like or not like and why?
How can we better understand their experiences?
Think-AloudPossible Topics for Think-Aloud
Information-seeking behaviorResearch strategiesUsability/navigationInformation InteractionHuman-Computer Interaction
Think-AloudInvolve subject in actual or pre-determined
tasksSubject engages in task:
explains what they are doing and whyWhat they are thinkingHow they feel
Researcher observes process/actions and takes notes
Prompt subject to verbalize
Observation & Think-AloudAdvantages Challenges
Captures short term memory
Immediate feedback
Opportunities for clarification
Low-tech requirements
Depends on subject’s ability to verbalize while working
Actions and reactions might be affected by the process itself
Recruitment of subjects
Planning for ResearchDefine the problem or research question
What do you want to knowWhat do you want to learnDevelop a set of questions to answer
Design activities for subjectsPre-testRecruit subjects
Give-awaysPrizesClass credit
FacilitiesDoesn’t require fancy technology!
Computer, researcher (or two), and subject
Usability LabScreen-capture technologyEye-capture technologyTransaction LogVideo and audio taping Two-way mirror
Engaging in the ResearchAllow subject leeway- try not to guidePrompt subject to talk as necessaryAsk clarifying questionsTake copious notes
Separate observation from analysis/interpretation
Debrief immediately afterward
Analysis of DataRead, re-read, and read againLook for patterns and themesCompare coding (inter-coder analysis)Revisit research questionsCan you draw conclusions from your results?Next steps…