Chapter 21

Question 1

Can we do research by 3td parties

Answer 1

Yes

Question 2

What are 2 phases of ethnographic interviews

Answer 2

1. Begin

2. End

Question 3

In the begin phase of ethnographic interviews what should we ask

Answer 3

• Structural issues

- Goal-oriented issues

Question 4

In the end phase of ethnographic interviews what should we ask

Answer 4

• Specific functions

- Task-oriented issues

Question 5

What are basic interview methods

Answer 5

• Do interview in natural environment
• Avoid a fixed set of questions
• Focus on goal, not task
• Avoid making User a designer
• Avoid discussions of technology
• Encourage storytelling
• Ask for show-and-tell
• Avoid leading questions

Question 6

`What are 4 categories of interview questions

Answer 6

1- Goal-oriented questions
2- System-oriented questions
3- Work-flow oriented questions
4- Attitude-oriented questions

Question 7

What are other methods of research

Answer 7

• Focus group
• Market demographics and market segments
• Usability and user testing

Question 8

What is focus group

Answer 8

Its a research technique mostly used by marketing company. Representatives gathered and they are asked different questions by showing them product. Their response is recorded.

Question 9

What are disadvantages of focus group

Answer 9

• Some people change their opinion by listen other people opinion
• Some people talk to too much and overcome other people

Question 10

What market demographics and market segment

Answer 10

It is a research technique that tells what motivates people to buy.

Question 11

What 2 types of data used in market demographics and market segment

Answer 11

1. Demographic data (race, education, income, location etc)

2. Psychographic data (attitudes, lifestyles, values, ideology etc)

Question 12

What we do with the data gathered from research

Answer 12

modelling