Unit 3- PLAN3.1 Understanding research methodologyIntroduction to Quantitative vs. Qualitative Method, difference between the twoTypes of quantitative and qualitative methodsResearch methods matrix3.2 Recruiting Users- sampling methods, screening forms, recruitment channels3.3 Define research objectives and research questions 3.4 Problem statement3.5 Hypothesis generation3.6 Ethics3.7 Designing tools of data collection- close ended vs open ended questions.User intro questions Topic specific questions Product opportunity questions Product reaction questionsPilot testing the toolsTools- user interview , questionnaire and survey tools, observation, diary study 3.8 Preparing research plan for stakeholders •Background
•Business objectives•Research objectives •Research questions•Problem statement•Hypothesis (if applicable)•Outcomes•Stakeholders involved•Research method and tools•Users•Recruitment and sampling criteria•Ethical regulations•Location, travel and stay•Scheduling•Budget•Deliverables
3.1 Understanding research methodologyResearch methodology is a systematic way of identifying a problem and deconstructing it to arrive at solutions and/or making futuristic suggestions. It is often understood as how the entire research processis carried out scientifically. It looks at the various steps that are adopted in studying the research problem along with the logic behind each step. Drawing out a research methodology and plan helps the research team prepare for every step along the way before they start out on their research journey. It helps one familiarise themselves with the right techniques for data collection appropriate to particular problems, in the use of statistics, questionnaires, focus groups, controlled usability tests and in recording evidence, sorting it out and interpreting it. An essential component of the research methodology is identifying theright tools of data collection. Data collectionis a process that looks at gathering data (information) from all relevant sources to find answers to the research problem and evaluate the outcomes. It is essential to identify the type of data that ought to be collected, source of this data,and the method to be employed for collecting this data. The research team must also consider the right user characteristics in selecting participants for the study.. The data collection methods can be thus beclassified into two categories:Primary Data- This is the kind of information that is original in nature and collected first hand through research. The problem could be unique and not tapped into before. The results tend to be more accurate but it is often time consuming and Secondary Data- it is second-hand data which is readily available from other sources and someone else’s research. An advantage of using secondary data is it is feasible, easy to access. However, the authenticity of the findings is oftentimes questionable.