Common mistakes in interviewing Ignoring prime opportunities for probing Interrupting Unshakeable...
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common mistakes in interviewing Ignoring prime opportunities for probing Interrupting Unshakeable assumptions Embedding answers in your questions Asking more than one question at a time
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analysing interviews
transcribing – tedious but necessaryhow tedious? 1:3 ratio
(interview:transcription time)memory jog – making links between
interviewscode as you go, but make transcript itself
visually distinct from your codes
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INFO 272. Qualitative Research Methods
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What is projective interviewing? creative strategies for
eliciting description, interpretation that incorporate materials (photos, objects, diagrams etc) into the interview process
…but can be distracting, time-consuming, intrusive
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What is projective interviewing? Photoelicitation
Photo diaries
Mapping ExercisesSpatial mapsSocial mapsTours
Sorting TasksPersonal construct interviews
Technology/Cultural Probes
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“photographs are charged with psychological and highly emotional elements and symbols. In the depth study of culture it is often this very characteristic that allows people to express their ethos while reading the photographs.” [Collier and Collier]
beyond photos: stories, skits
Family Photo Albums
photoelicitation
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mapping exercises
geographical spacesmap of the home, neighborhood
social spaces (enumeration tasks)social network mappinghierarchical diagramming
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hierarchical diagramming
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touring spaces
home tours - to elicit responses to the material environment, comments on arrangement of space
tour of computer ‘interior’ tour of a user interface tour of a mobile phone – address book,
text messages, call log
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sorting activities
images of technologies, settings, advertisements, peopleon what basis would you
sort these images?pick the odd one out of a
group and explain.
e.g. personal construct interviews
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Example 1: “The Meaning of Domestic Technologies: a personal construct analysis of familial gender relations” – Sonia Livingstone
Topic: Looking at how husbands and wives separately experience and account for their domestic technologies
Method: separate interviews with husband and wife, in home, for 45 minutes. Asked to sort technologies into groups and explain.
outcome: women emphasize domestic technologies as necessities, different notions of control over tech, the telephone as key difference
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Example 2: cultural probes Packets of information and
tasks handed out to participants (w/ interviews before and/or after)
Topic: attitudes of widely dispersed European elderly towards their lives, cultural environs, and technology.
[Also: technology probes as a related interdisciplinary methodological approach]
[Gaver et al.]
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Bridging the distance between lived experience and the artificiality of the interview event
Aiding memory (cognitive assistance) Accessing the affective dimension of
experience Engagement and the research partnership --
keeping interviewees committed to the task
Projective Techniques: some benefits
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Summary: who creates the artifact?Authored Artifact Produced
By 3rd Party Magazine ads Produced independently of the research project
Family photos
Consumer technologies
By Researcher Technology probes Produced within the research project
Photo or Card Decks (for sorting)
By Interviewee Photo diaries
Maps of Salient Environs
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When Produced Purpose Served by the Artifact
In the course of the interview (i.e. maps, diagrams, drawings)
As a memory jog
Discussion piece
Analytical device
In the course of everyday life (i.e. photo diaries, photo tasks)
As a memory jog
Closing the distance between lived experience and the interview event
To address access issues
Summary: when/where artifact is created
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Expert/Elite Interviews and Focus Groups Tuesdays class - Megan Finn, Bob Bell,
Ashwin Mathew (PhD students in the iSchool) will reflect on their experiences conducting expert/elite interviews