Frequently Noted: Approaches to analyzing qualitative research

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Frequently NotedApproaches to analyzing
qualitative research
Terri L. Holtze, Elizabeth M. Smigielski Judith
L. Wulff
Library Assessment Conference Charlottesville,
Virginia 25-27 September 2006
http//library.louisville.edu/presentations/
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1 Listen to Your Users
2 Take Action!
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Writing the Plan

• Plan for change
• Statement of purpose / goals
• Deliverables
• Timeline

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Writing the Plan

• Resources

• Money

• Time

• Team

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Writing the Plan

• Project methods
• Designing Web Sites that Work by Brinck, Gergle
  and Wood (2002)
• Web ReDesign Workflow that Works by Goto and
  Cotler (2002)
• Focus Groups A Practical Guide for Applied
  Research by Krueger and Casey (2000)
• Analysis

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Web Usability Iterative Design
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Usability Method User Profile

• Conduct interviews
• Create user profiles scenarios
• Distribute data

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Usability Method Ideal page design

• Participants create their ideal page
• Analyze elements listed and placement of
  elements
• Analysis and original sketches to designers
• Designer mockups

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Usability Method Heuristic walkthrough

• Experts evaluate the website based on set
  criteria
• Unmet criteria action list

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Usability Method Task Analysis

• Verifies how users approach common tasks
• Final web page ultimate expression of usability
  data
• Follow up with administration

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Practical Focus Group Data Analysis

• Elizabeth M. Smigielski

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It Boils Down to This
Organized
Systematic
Verifiable
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Which Method?
Verifiable
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Transcription Margin Coding, Long-Table,
Computer Analysis

• Pros
• Verifiable
• Comprehensive
• Systematic
• Less bias
• Future use
• Visual long-table

• Cons
• Time-consuming
• Cumbersome
• Tedious
• Lost in detail
• Learning curve computer

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No Transcription Inventory of Points, Moderator
Recall

• Pros
• Gets analysis started
• Quick
• Simple questions
• Big picture
• Good for novice

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Analysis Find the Patterns
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Common Mistakes

• Bias
• Initial planning analysis
• Vested interests
• Expecting too much from focus groups
• Trends, few new ideas
• Quantifying
• 3 out of 10 people DOES NOT 30
• Losing the big picture
• Lost in detail
• Loudmouths flashy quotes

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Reporting Proving Your Worth

• For the Team
• Evidence
• Purpose
• Accountability
• Methodology
• Authority
• Record past future
• Intentions for change

• For the Audience
• Acknowledgement
• Preparation for change
• Persuasion
• Anticipate resistance
• Promises for change

For All concise, few quotes, multiple formats,
concrete recommendations
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The Real Hurdle

• Promoting
• Change

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Promoting Change
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Go forth and qualitate.

• Thanks!

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Contact Information

• Terri L. Holtzeterri.holtze_at_louisville.edu502-85
  2-4477
• Elizabeth M. Smigielskielizabeth.smigielski_at_louis
  ville.edu502-852-0754
• Judith L. Wulffwulff_at_louisville.edu502-852-8533