Observation techniques and Interviewing techniques, definitions, examples, qulitative method, technique for research

1. Interviewing and Observation
322131 Human Computer Interaction
By Yaowaluck Promdee, Sumonta Kasemvilas

2. Reviews (last session)
Requirement Gathering
✘1. One-on-one interviews
✘2. Group interviews
✘3. Facilitated sessions
✘4. Joint application development (JAD)
✘5. Questionnaires
✘6. Prototyping
✘7. Use cases
✘8. Following people around
✘9. Request for proposals (RFPs)
✘ 10.Brainstorming

3. Lean Canvas (last session)
Product | Market

4. Observation
Definitions and technique

5. Observation
ob·ser·va·tion
Noun
1. the act of observing or the state of being
observed
2. a comment or remark
3. detailed examination of phenomena prior to
analysis, diagnosis, or interpretation:
the patient was under observation
Reference: http://dictionary.reference.com/
Figure 1. Observation monitor
http://www.nzilbb.canterbury.ac.nz/
Scientific observation is “a systematic description of
events, behaviors, and artifacts in the social setting
chosen for study” (Kawulich 2005)
Kawulich, Barbara B. (2005). Participant Observation as a Data Collection Method .

6. Observations
Research role
✗ A relationship acquired by and ascribed to the
researcher in interactive data collection.
✘ There are different roles with regard to
observation:
1) Interviewer
2) Naturalistic Observer
3) Participant Observer
4) Participant Researcher
5) Inside Observer
Figure2. focus group room is equipped with two wide-angled cameras
www.rp.edu.sg

7. Variations in Approaches to Observation
A single observation of limited Multiple observations; long-term
duration (e.g., 30 minutes). duration (e.g., months, even years).
Narrow focus: Only a single Broad focus: Holistic view of the activity or
element or characteristic is observed. characteristic being observed and all of
its elements is sought.
The purpose of the The purpose of the No explanation is False explanations are
observation is fully explained observation is given to any of the given; participants are
to all involved. explained to some of participants. deceived about the
the participants. purpose of the
observation.
Full-participant Partial Onlooker;
observation participation observer is an outsider
Participants know Some but not Participants do not know
that observations are being all of the that observations are being
made and they know who is participants made or that there is
making them. know the observer. someone observing them.
Role of the Observer
How the Observer Is Portrayed to Others
How the Purpose of the Observation Is Portrayed to Others
Duration of the Observations
Focus of the Observations

8. Role of the Observer
Variations in Approaches to Observation
Full-
participant
Observation
Onlooker
Observer is
an outsider
Partial
participant

9. Variations in Approaches to Observation
✘How the Observer Is Portrayed to Others
Figure3. Overt observations: program staff
and participants know that observations are
being made and who the observer is
hechingerreport.org
Figure4. Observer role known by some, not
by other
www.ukedchat.com
Figure5. participants do not know that
observations are bing made or that there is
an observer
travelthayer.wordpress.com

10. Variations in Approaches to Observation
✘How the Purpose of the Observer Is Portrayed to Others
Full explanation
of real purpose to
everyone Partial explanation Covert evaluations
False explanations:
deceived staff and/or
participants about
research purpose
1 2 43

11. Variations in Approaches to Observation
✘Duration of the Observations
Figure7. Long-term, multiple
observations (e.g., months,
years) ex. Consumer behavior research
rmsbunkerblog.wordpress.com
Figure6. Single observation, limited duration
(e.g., 1 hour) ex business observation by
interviewing
http://www.wiccadirectory.com/

12. Variations in Approaches to Observation
✘Focus of the observations
1. Narrow focus: single element or component in the setting observed.
2. Broad focus: holistic view of the entire setting and all of its elements is
sought
Narrow focus Broad focus

13. Observation > Strengths/ Weaknesses
✘Strengths
✘Allows you to watch what people do
rather than rely on what they say (self-
report)
✘You are more likely to discover unmet
user needs as you watch them do their
work and can identify areas they struggle
✘You can truly understand how users get
their work done in context
✘Allows for observing subtleties of work -
- you'll see things like post-it note cheat
sheets they require to remember how to
get through system
✘Weaknesses
✘Can be a significant time commitment,
particularly if you observe for extended
periods of time
✘Difficult to be "a fly on the wall" and
really just observe without interrupting by
just being there or asking questions along
the way
✘Relies on observers' interpretation
✘Can be challenging to know what to pay
attention to if a lot is going on
Reference: wiki.fluidproject.org

14. “You can observe a lot just watching”
- Yogi Berra
“Of course, observing people isn’t only one way
to begin designing and effective user interface”
- Scott Klemmer
www.hci-class.org

15. Interviewing
Definitions and technique

16. Interview
in·ter·view Noun
1. a formal meeting in which one or more perso
ns question, consult, or evaluate another
person.
2. a meeting or conversation in which a writer o
r reporter asks questions
of one or more persons from whom
materials sought for a newspaper
story, television broadcast, etc.
Reference: http://dictionary.reference.com/ Figure 8. behavior interviewing
http://www.careerealism.com/
The qualitative research interview seeks to describe and the meanings of
central themes in the life world of the subjects. The main task in
interviewing is to understand the meaning of what the interviewees say.
(Kvale,1996) Kvale, Steinar. Interviews An Introduction to Qualitative Research Interviewing, Sage Publications, 1996

17. Types of interviews
1. Informal-conversation
Questions emerge from the immediate context
2. Semi-structured
Topics selected in advance
Researcher determines sequence and wording
during interview.
3. Standardized open-ended
Exact wording and sequence of questions
predetermined.

18. Types of topic questions
Feelings
questions
Sensory
question
Background/
demographic
questions
Knowledge
questions
Experience/
behavior
questions
Opinion/
Values
question

19. Interviewing techniques
Figure 9. Face-to-face interviews
www.fdmgroup.com
Figure 10. webcam interviews
www.interview-skills.co.uk
Figure 11. Telephone interviews
www.ambition-in-motion.com

20. Interviewing techniques
Figure 12. Email interviews Figure 13. Instant message/ Chat interview
http://howtowriteabusinessplan.com/

21. Interviewing technique tips
✘Preparation tips:
1. Learn as much as you can about the person you are interviewing
prior to the interview in order to form questions that are specific to
the person.
2. Plan ahead, and set aside an adequate amount of time that suits
the interviewing technique you employ.
3. Check your recording equipment in advance to make sure
everything is working correctly, and have a backup recorder ready to
go in case of technical difficulties.
4. Prepare your questions carefully for any type of interview
technique by spending the time to write good interview questions.

22. Interviewing technique tips
✘Interviewing tips:
1. Start the interview with small talk to put your interview subject at
ease.
2. Respect the person you are interviewing by following their wishes
if your subject chooses to not answer a specific question.
4. Stay ready to adapt your questions if an answer to one of your
questions triggers another question that pertains to your research.
5. Keep the interview focused by redirecting the conversation with
additional questions when the person you are interviewing strays too
far from the focus of your interview questions.

23. QUESTIONs?

24. A Case study

25. Topics
✘Education
✘Environment
✘Public health
✘Technology
✘Others
✘Childs and youth
✘Older
✘Worker, Adult
✘Disable
✘Others

26. WORKSHOP AND
ASSIGNMENTS