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Ch. 4 Primary Data for Exploratory & Observational Research Designs…
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1. Qualitative Analysis
Generates exploratory insights (sometimes unanticipated) and help w/ constructs/variables for Causal Designs
Uses small samples to interview (IDI's), observe people (Focus Groups)
Text, image, audio or video
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2. In-Depth Interviews
Steps
- Understand Initial Q's/Problems
- Create Set of Research Q's
- Decide on Best Interview Environment
- Select/screen respondents
- Greet / Give guidelines to interviewee
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- Summarize & Code responses
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1-on-1, Asking a set of semi-structured probing Q's
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5. Observation Methods
No Q's. Observing (in-person or tech) physical actions, expressive behaviors, temporal and spatial patterns
Types of tech-mediated: optical scanners, traffic counters, eye-tracking, pupilometers, scanner-based panels, RFID
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