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The importance of qualitative research: knowing what & why
Michael Holmes
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Web analytics & consumer surveyswon’t drive reinvention(quant vision)
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Getting past assumptionsrequires non-assumptive research(vision qual quant)
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vs.methodological oppositions
Quantitative QualitativeAffordable ExpensiveNumeric LinguisticOntological PhenomenologicalObjective SubjectivePredictive DescriptiveGeneral SpecialLaw of large numbers Law of the exampleRevealing simplicity Revealing complexityConfirmation DiscoveryA priori Emergent
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www.researchcmd.com/?p=1545
Do you think “Millennials don’t care about online privacy”?
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logics of explanation
XYZ
variance things: entities & attributes
1 -> 2 -> 3 ... process stories: events & sequences
network flows: nodes & links
a
b
c d
e
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variance logic
80.6%
10.2%
9.2%
InformationalNavigationalTransactional
Automatic Classification of Web QueriesJansen, et al. (2008)
note: 75% accuracy rate
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process logic
Yes Mj
No Mj
Choose browser MjChoose search Mj
engine MjDevelop search Mjplan or strategy Mj
Develop keywords Mjor query Mj
Type keywords Mjor query Mj
Browse list of Mjsearch results Mj
Judge Mjrelevance of Mjeach result Mj
Clink a link to Mja relevant site, Mj
if any Mj
Browse site Mjcontents Mj
Compare information Mjwith information need Mj
Satisfied? Mj
Search Mjends Mj
Refine MjSearch Mj
Internal Mjsearch Mj
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Google SearchStories
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network logic
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From demographicand psychographicto sociogramic
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Your logic binds & blinds you whatever your method
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qualitative methodstraditionalobservation
1st person diaries, journals, think-aloud protocols, etc.
2nd person ethnography, naturalistic field studies, etc.
interviewsdepth interviewsfocus groups
alternativebrain scanningeye trackinge-diariesexperience samplingauto-ethnography
consumer photo essaysconsumer video essays
UGC data miningdiscourse analysisenvironmental tracesideation groupsethnomethodology
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evaluating qualitative research
coherenceinternal validity -> credibility
consensusreliability -> dependability objectivity -> confirmability
instrumental utilityexternal validity -> transferability
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some non-assumptive ideas about search types
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a common a priori classification
Informational search: document targetNavigational search: location targetTransactional search: task target
But we always search “Because of…” or “In order to…”
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vanity search
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Google him/her/me/them
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distracted search
from redwing… …to redwing
Photo © 2004 Bill Thomas Woodworking
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novice vs. expert search
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some user-centric search types
ForgottenFailedOops…NSFWTeleport/wormhole
Conversationcompetitive confirmation
Searching while… etc.
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THANK YOUsend questions, comments, criticism & defibrillation expense requests to:Michael [email protected]