After successful completion of the course, students are able to...

1. Name the philosophical underpinnings of qualitative versus quantitative research methods for the purposes of design
2. Describe the advantages, disadvantages and basic techniques of a range of qualitative research methods, and associated theories as relevant
3. Provide rationale for the choice of methods to use to answer different kinds of research questions
4. Outline the basic principles of different quantitative methods
5. Critically evaluate quantitative methods as described in research papers
6. Critically reflect on lessons learnt from experiences applying research methods (planning, data collection and analysis) as part of collaborative user research
7. Argue for the role of user research, drawing on evidence-based literature, for current and/or future technologies

Overall aim: To gain a basic understanding of qualitative and quantitative methods, and related theories where relevant, and how to critically apply these for the purposes of design and evaluation of technology.

[NOTE: it is essential that ALL students watch ALL of the videos and attend all of the online sessions, which are front loaded to October]

Understanding and applying user research methods that contribute to a better understanding of people and their use contexts in order to better develop, design and evaluate interactive products and systems.

1. Core qualitative user research skills

Data collection/user study

- Observation, Interview; Data analysis of qualitative data using an affinity mapping / thematic analysis approach

2. Additional qualitative and participatory methods, and theories:

Data collection: - using video; experience sampling method (and other logging methods); bio/physiological sensing, eye tracking; online ethnography 

Moving to design insights

Theories:- drawn from: ethnomethodology; grounded theory and domain-relevant theories

3. Basics of quantitative methods

Survey and questionnaire design, descriptive statistics, laboratory-based studies, experimental studies

Teaching method:

Flipped classroom model - with video-recorded lectures and readings in advance of interactive online sessions where you can ask questions, discuss the content and engage in interactive activities.

Overall: A mixed methods approach will be used involving a significant amount of small group work and learning by doing and reflecting:

- reviewing literature and identifying key themes/approaches

- in-class presentations, discussions and reflections

- in-class exercises using a running 'small' group project throughout the semester

[Companion PR course] final large group project where students apply methods to a topic of their own choosing, with an emphasis on user research, and taking it through to some design recommendations and/or prototypes.

ECTS Breakdown: 3ECTS = 75 hours

10 hrs - recorded video lectures incl sketches
18 hrs - online sessions/workshops
6 hrs - Reading & exercises
5 hrs – Group exercises (interviews)
16 hrs - Qualitative methods report

12 hrs - Other methods report
8 hrs – Quantitative assessment (incl prep)

[Note: core content of the course will be delivered via blocked sessions heavily weighted in Oct and Nov. Dates of actual meetings will be confirmed in opening lecture. While we have scheduled 2-3 hours for each online session, many will finish earlier depending on questions and content.]

Assessment [LO= learning outcome as above]:

• Qualitative methods report (40%) [Lo 1,2,3,6]
• Quantitative methods assessment (20%) [LO4, 5]
• Other Methods report (30%) [LO 1,2, 3,7]
• Lecture sketches (10%) [LO 1,2]

Note: all components of the assessment have to be passed to receive an overall pass mark. Once the first assessment is submitted, a certificate will be issued at end of term.

Students should have completed their Bachelors degree and be enrolled in Masters. Priority will be given to Media Informatics Masters students if the course is oversubscribed.