Theme 6: Qualitative and case study research (Reflection)

This week I have learned little of everything about qualitative research and case studies. New knowledge for me is what characterizes a case study and how a case study is conducted. I was already familiar with the qualitative research concept, after have been conducting qualitative research for my Bachelor thesis last spring. If you have prior knowledge about a topic, you easily assimilate more information about it. I would want to compare it with attending a lecture that revolves around something you have studied before. Due to that, I believe I have received a much greater understanding of what qualitative research is and also how it should be carried out. Just as during the previous week, I think it has been beneficial to read other blogposts and follow the discussion at the seminars. Something that stuck on my mind after have been reading the other blogs is the issues surrounding when and why qualitative research is preferable. These types of questions have, more or less, been at issue during every week of this course, for every kind of research method. I am still questioning if there is a 'golden rule' saying how many respondents you should involve in a qualitative research? How should the qualitative method be designed to collect as trustworthy data as possible?

As far as I am concerned, the design of the methodology for a study always depends on what topic you investigate, and the aim with the research. Also, you have to take into account how much time and cost you are able to spend on the research. One thing I have learned from this course is that it is hard to draw fine borders for when to conduct one specific method, and when not to chose that particular one. You have to regard the specific case in detail and truly compare alternative methods to select the one that in the end gives the highest validity and reliability, under given conditions. However, it has been helpful to consider the limitations and the advantages with different kind of research. I guess it will help me in future to chose the 'right' research method. Also, the course has broaden my general view of the research field of Media Technology. Speaking of preunderstanding, I will also have better prerequisites to conduct professional research since I have read through a large amount of research papers. It has given me a touch for when and why to apply a particular research method. That is the conclusion I would like to draw, to tie the course together as a whole. Now I believe that I am better prepared for the Master thesis.

Theme 6: Qualitative and case study research

Research paper: Morality and ethics behind the screen: Young people’s perspectives on digital life

I have read the research paper Morality and ethics behind the screen: Young people’s perspectives on digital life that was published in the September 2013 issue of New Media & Society. The study is conducted by Andrea Flores and Carrie James, to draw attention to the moral and ethical issues in a time period of where emerging research illuminates how youth engage with digital media. There were 61 young people aged 15 to 25 participating in the study, who frequently engage in activities such as blogging, social networking, gaming, content creation, participation in online forums or knowledge communities.

The qualitative method used in the paper to explore the research questions is a qualitative interview. The method procedure was divided into two interviews. The first one focused on the participants’ online experiences and perceptions. The second one involved hypothetical dilemmas about online situations. All interviews were digitally recorded and transcribed. A coding scheme comprised of ‘ethic’ codes was developed, where the codes derived from the initial research questions and conceptual framework of ways of thinking. The coding scheme also included ‘emic’ codes, or codes based on themes that emerged directly from the stories and perspectives shared by the participants. For example, the participants’ emotional investment in their online activities surfaced as an important theme and thus became a basis for a code. By coding several transcripts for all codes, comparing coding, and resolving disagreements through discussion and refinement of code definitions, obtained reliability to the study. The final coding was in NVivo, a qualitative software program. A so-called shadow coder reviewed selected transcripts to ensure that reliability was maintained.

The benefits of using this method is that you gather a in-depth understanding of human behavior and the reasons that govern such behavior. What I have learn about qualitative methods by reading this paper is that they investigate why and how, not only what, where and when. The qualitative study produces a lot of information on the particular case studied, that can be used to seek empirical support for research hypotheses. One thing that could be seen as a limitation using this method, because of the low number of participants, is that general conclusions drawn are only propositions.

When to conduct a qualitative research I believe that a common methodological problem arise when to pose questions in order to measure feelings and attitudes that could be considered controversial. In an interview situation the interviewer as well as the respondent is ‘playing a role’ that all involved are aware of. It is often a straining situation that probably affects the conversation in some way. Especially if the issue discussed is somewhat controversial the respondent might respond ‘as it should be’. The design of a qualitative study, the interview and the questions posed must be planned carefully to create a situation in which the respondent in the highest degree can answer the questions truthfully. Also, the transcription of the interview must be carried out in a way that increases the validity and reliability of the study.

What is a case study?

A case study is a research strategy that combines data collection methods such as interviews, questionnaires, archives and observations. Moreover, a case study is an empirical inquiry that investigates a phenomenon within its real-life context. A case study employs an embedded design, which means multiple levels of analysis is carried out within a single study. The focus is on understanding the dynamics present within single settings. The aim that a case study serves to accomplish may differ. For example, it can provide description, test a theory or generate theory. Case studies should not be confused with qualitative research, since the evidence may be a combination of both quantitative and qualitative evidence. A case study typically strengthens grounding of theory by triangulation of evidence. It is sometimes mistaken for the case method, which is not the same. Instead, a case method is a teaching approach that consists in presenting students with a case, putting them in the role of a decision maker facing a problem.

Research paper: Mode, Medium, and Genre: A Case Study of Decisions in New-Media Design

I have read the research paper Mode, Medium, and Genre: A Case Study of Decisions in New-Media Design that was published in the January 2008 issue of Business and Technical Communication. This study is conducted to investigate the relationship between genre theory and new media theories from a designer's perspective. As common in the field of media technology this research uses a case study, because it investigates settings and situation that has already entry into force.

One strength of the paper is that there are a lot of literature that brings to light the internal validity. It introduces the reader to the field by focusing on theoretical useful cases, which lay a ground to the research study conducted. Also, there is an overlap of the data collection and the analysis, which increases the theoretical level and sharpens the construct definitions. On the contrary, the paper is not likewise successful in comparing conflicting literature in order to sharpen the generalizability and reduce the risk of subjectivity.

Concerning the crafting of instruments and protocols there are two investigators carrying out this investigation. One of them is the observer and the other one is the practitioner, and both of them have different backgrounds in the field of media and communication. By doing so, it might contribute to a synergistic view of the evidence that might strengthen the grounding of theory. What they believe is that they provides a more robust account of the design process than could have maintained with a strict researcher-subject division. On the one hand, I question the fact that the observer and the practitioner of the study are related. Maybe if they carry out a study with a common purpose and might affect each other, I am not sure their course of action is advantageously for the study. On the other hand, this approach could also reduce the inference in communications, given that they hold different positions in the study and also are comfortable with each other. If so, this situation might bring up and identify different perspectives, which is a good thing as the evidence is seen thru multiple lenses.

The investigators have used multiple data collecting methods (field-observations, interview-discussions, and artifact collection). A strength with such a triangulation of evidence is the increased validity and the reliability. The analysis of the data is of the sort that is called 'within-case analysis'. In some extent, it searches for evidence of “why” behind relationships that the literature suggests. The theory is linked to the findings and there is a iterative tabulation of evidence for some of the constructs in the study, although not for every one of them. Therefore, the study succeed in some extent to shape hypotheses by confirming, extending and sharpening the theory. Finally, I believe the investigation ties it all together and reach closure.

References:

• Eisenhardt, K. M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14(4), 532-550.
• Graham, S. Scott & Whalen, Brandon. (2008). Mode, Medium, and Genre: A Case Study of Decisions in New-Media Design. Journal of Business and Technical Communication, 22(1); 65-91.
• Flores, Andrea. (2012). Morality and ethics behind the screen: Young people’s perspectives on digital life. New Media & Society, 15(6): 834-852.
  
  

Theme 5: Design research (Reflection)

It feels like I have suffered from writer's block this week. And I have not been able to attend none of the lectures of this week, which does not make it easier to write this reflection. However, my course mates have informed me of what issues were raised at this week's lectures. The two papers that we read last week as a preparation for the design research theme brought many new issues to mind. Especially, after have been reading the blog posts by my course mates to glean more information about it.

One thing that surprised me was the statement that the design concept itself could serve as enough empirical data in a study. As far as I am concerned, it is important to gather a lot of data as it increases the validity and reliability. In general, I believe there is a fear of generalizing and therefore of not having enough data. If you instead ignore huge user studies, focus groups, interviews, cross-nation surveys with a large number of respondents, you can release time. Thus, a new lesson is that qualitative methods within design research do not have to be limited to the most common evaluation methods. Instead you can simply observe a concept or design based on your own prior research and expert knowledge, that will be accepted by the research community.

I remember that I enjoyed reading the research paper written by Haibo Li and his colleagues. It had a straight forward structure and a logical chain of thought, which made it easy to follow the text, even though the content was quite advanced. Now that we are approaching the end of the course and have been reading a lot of different research papers I have come to one conclusion. In the end it does not matter what you have done, if you do not manage to convey it in an interesting way. To convey the message in a clear and interesting way is an important part of communication. Not all researchers succeed to do so.

I really wish I could have attended Li’s lecture. As I understand, the lecture was a hands-on approach on how to conduct ‘successful research’ and how to monetize your research. As he suggests, you have to be good at foreseeing things. For example if the idea is a breakthrough technology, if the timing is right or if the idea will serve to solve a real problem. In order to do so, I believe you have to master many different areas, be analytical and understand how the world works, at various levels. Also, he stresses that a great researchers spend more time to analyzing and defining the underlying problem. By doing so, it is easier to come up with a solution that is truly successful. As I was mentioned before, the most important thing in communication is to convey a clear message. Prototyping can be helpful when to sell an idea.

Finally, it is interesting to discuss the which forces that are behind the research. Is it commercial gains that forefront of science forward, or knowledge-based gains? How will this affect the research in future? Will there be a less wide research area? Will the quality of research increase or decrease?

Theme 5: Design research

Research paper: Comics, Robots, Fashion and Programming: outlining the concept of actDresses

Described in this paper is the exploration of how the semiotics of two fields, fashion and comics, could work as inspiration to physical language design. As Fernaeus and Jacobsson proclaim, clothes serve a range of communicative functions, like indicating appropriate behavior, group belongings and expected interactions. Also comics is a form of language which allow to exaggerate and emphasize properties. The visual presentation can produce a direct reading experience, creating an illusion of for example motion and sound, for readers that have learned the principles and sign language of comics, even though the medium itself is static and silent. The researchers that conduct this research think that there is a need to explore other systems and modes of program representations, as a consequence of the increased physical systems that are often not even equipped with screen displays. They also claim that users want to modify and control on their different devices. 

Based on these theories, a design concept of the so-called actDresses is defined. Also, three example scenarios were provided, of how the concept can be used for controlling, programming, and predicting the behavior of robotic systems. These examples are designed as physically embodied sketches, that was possible to realize with readily available technology.

One lesson learned from reading this paper is that visualizing different examples using scenarios is a good way to convey an idea. Scenarios make it easy for us to concretely realize an idea that we also can relate to. Reading this paper also made me understand what innovation revolves around. Innovation is partly about examining new research areas in relation to other existing fields. The way I see it, from investigations that link totally different fields, you are able to come up with new and fresh innovative ideas to develop. Thoughts as these lead my question: Can you think of some other examples of innovative ideas that are based on investigations that combine totally different research fields?

Research paper: Turn Your Mobile Into the Ball: Rendering Live Football Game Using Vibration

How media technologies can be evaluated

As things stand today, the field of media technology is mainly characterized by the social media and focuses heavily on the human-computer interaction (HCI). In order to analyze and evaluate media technologies, you often use and collect data from actual features in social media systems, sites and services. The exact way of carrying out the evaluation obviously vary as it depends on what to investigate. You can either evaluate features, systems, sites or services that has already entry into force, or evaluate a conceptual design. Conceptual design involves creations where you envision new platform features, systems, sites or services using mock-ups, scenario documents and so on. When to conduct a study within the field of HCI there are three standard parameters that you most often investigate to measure the usability, namely effectiveness, efficiency and satisfaction. That is what Haibo Li and his colleagues measure by using their evaluation method in the study Turn Your Mobile Into the Ball: Rendering Live Football Game Using Vibration.

HCI-parameters: Effectiveness, efficiency and satisfaction

The three parameters is often evaluated by observing and measure the users reactions when interacting with the particular system. The effectiveness is, as a suggestion, analyzed and evaluated by studying whether or not a task could be accomplished with the specific system at question. To analyze and evaluate the efficiency you often measure the time duration for a user to carry out a specific task with the specific system as support. Also, you can measure the satisfaction for the user to perform a task, by letting the user grade the experience using the specific system. Worth to mention is that you should always take into account that memories and past experiences could possibly affect the data, which in turn can affect the result in some direction. Therefore, you should make sure to chose an evaluation method that does not leave out to verify aspects or factors that might have an impact on the result. The more data the better, in order to increase the level of reliability and validity. Afterwards, you can always exclude findings that end up to be irrelevant. On the contrary, in hindsight it is harder to receive data on things you believe to have influenced the result. Therefore you must also plan your evaluation method in detail and in advance, to not make any mistakes. Mistakes always end up to be extremely time- and cost consuming.

Prototypes’ role in research

Prototypes can beneficially be used to show others a specific idea, or a system under development, with a clear visualization. Prototypes can be designed to resemble the actual product or system that you want to test on the user. They play an important role in iterative design processes, in which you continuously develop the design of the system, based on the user opinion. Therefore, prototypes are a great tool when you are investigating a system that has not completely entry into force, but is still in a development stage. In this context it is worth mentioning the costs of developing well-functioning and properly running systems. Let's say that you are conducting a comparative evaluation of two hypothetical systems that are not completely developed. This to test the users' attitudes toward the basic ideas of the two system. Conducting such an evaluation can lead to a forecast that reveals which one of the two systems that will probably be most appreciated by the users.

References

• Fernaeus, Y. & Jacobsson, M. (2009). Comics, Robots, Fashion and Programming: outlining the concept of actDresses. In Proceedings of the 3rd International Conference on Tangible and Embedded Interaction. New York: ACM.

• Réhman, S., Sun, J., Liu, L., & Li, H. (2008). Turn Your Mobile Into the Ball: Rendering Live Football Game Using Vibration. IEEE Transactions on Multimedia, 10(6), 1022-1033.
  
  
   

Theme 4: Quantitative research (Reflection)

It is time to sum up this theme and what I have learned during this week’s work. In general, I feel that I have got a chance to practise outlining and analysing scientific methods that are relevant for media technology research. Also, I have identified methodological problems in research studies.

I have thought a little bit more about the method ‘quantitative content analysis’ used on blogs, as so was the case in my chosen research paper (see the blog post before this one, for a reminder). Content analysis is a method that makes it possible to compress a lot of textual information and systematically identify their properties, and compressing a lot of words into fewer content categories. When analysing linguistics the results happens to depend a lot on the decoder’s interpretation. The blogosphere is filled with texts characterized of a high ‘personal touch’ and sometimes also a lot of irony. These factors can be seen as disruption in the communication and be problematic to analyse in a content analysis. Most likely it will affect the analysis in some direction and therefore also oppose basic validation of the coding scheme. Another thing I was wondering about is the fact that the blog has become a platform where to present oneself in the best light, without being required to tell the whole truth. That makes me questioning the reliability of using the blogosphere as primary research area.

I have also thought about how to measure feelings, as these are highly individual and experienced differently from person to person. I understand why one must generalize and simplify by categorizing. If not, it would be almost impossible to come up with a conclusion that ties the research together and makes it interesting. The way I see it, a study is always affected, either by the researchers or the participants, as none of these are unconcerned people. Therefore, feelings and experiences always affect the result in some way. Additionally, the environment where the experiment or study is carried out may also affect the result. Let’s say that the respondent does not feel comfortable in the specific environment, as it reminds him or her of unpleasant memories. Then the participant most likely would not react as he or she normally would have done if so was not the case. Finally, I want to put focus on another limitation of quantitative methods, namely when to answer the question "why" something is in a specific way. Instead quantitative methods are appropriate and effective when to proven right or wrong. All these mentioned aspects are things that I will carefully think of when I will conduct a research in future.