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DATA ANALYSIS,

INTERPRETATION

AND PRESENTATION

Aims

▸ Discuss the difference between qualitative and quantitative data and analysis. ▸ Enable you to analyze data gathered from: ▹ Questionnaires. ▹ Interviews. ▹ Observation studies. ▸ Make you aware of software packages that are available to help your analysis. ▸ Identify common pitfalls in data analysis, interpretation, and presentation. ▸ Enable you to interpret and present your findings in appropriate ways.

Quantitative and Qualitative

▸ Quantitative analysis – numerical methods to ascertain size, magnitude, amount ▸ Qualitative analysis – expresses the nature of elements and is represented as themes, patterns, stories ▸ Be careful how you manipulate data and numbers!

Simple Quantitative Analysis

▸ Averages ▹ Mean: add up values and divide by number of data points ▹ Median : middle value of data when ranked ▹ Mode : figure that appears most often in the data www.id-book.com Number of errors made 0

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1 3 5 7 9 11 13 15 17 User Number of errors made Internet use < once a day once a day once a week 2 or 3 times a week once a month Number of errors made 0 2 4 6 8 10 0 5 10 15 20 User Number of errors made 4

Interaction profiles of players in online game

Visualizing log data

Log of web page activity

Visualizing log data

Simple Qualitative Analysis

▸ Recurring patterns or themes ▸ Emergent from data, dependent on observation framework if used ▸ Categorizing data ▸ Categorization scheme may be emergent or pre-specified ▸ Looking for critical incidents ▸ Helps to focus in on key events

Tools To Support Data Analysis

▸ Spreadsheet – simple to use, basic graphs ▸ Statistical packages, e.g. SPSS ▸ Qualitative data analysis tools ▸ Categorization and theme-based analysis ▸ Quantitative analysis of text-based data ▸ Nvivo and Atlas.ti support qualitative data analysis ▸ CAQDAS Networking Project, based at the University of Surrey (http://caqdas.soc.surrey.ac.uk/)

Grounded Theory ▸ Aims to derive theory from systematic analysis of data ▸ Based on categorization approach (called here ‘coding’)

Grounded Theory ▸ Three levels of ‘coding’ ▹ Open: identify categories ▹ Axial: flesh out and link to subcategories ▹ Selective: form theoretical scheme ▸ Researchers are encouraged to draw on own theoretical backgrounds to inform analysis

Distributed Cognition ▸ The people, environment & artifacts are regarded as one cognitive system ▸ Used for analyzing collaborative work ▸ Focuses on information propagation & transformation

Activity Theory ▸ Explains human behaviour in terms of our practical activity in the world ▸ Provides a framework that focuses analysis around the concept of an ‘activity’ and helps to identify tensions between the different elements of the system ▸ Two key models: one outlines what constitutes an ‘activity’; one models the mediating role of artifacts

Summary ▸ The data analysis that can be done depends on the data gathering that was done ▸ Qualitative and quantitative data may be gathered from any of the three main data gathering approaches ▸ Percentages and averages are commonly used in Interaction Design ▸ Mean, median and mode are different kinds of ‘average’ and can have very different answers for the same set of data ▸ Grounded Theory, Distributed Cognition and Activity Theory are theoretical frameworks to support data analysis ▸ Presentation of the findings should not overstate the evidence