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Qualitative Topics

4 Types of Observational Research

4 Types of Observational Research

Jeff Sauro • October 20, 2015

Observation is a key data collection technique for qualitative research. While it may seem like observation is as simple and uniform as watching and taking notes, there are some subtle differences that can affect the type of data you collect. The role the observer plays forms a continuum from completely removed to completely engaged with the participant.[Read More]

5 Types of Qualitative Methods

5 Types of Qualitative Methods

Jeff Sauro • October 13, 2015

When we speak about a qualitative research study, it's easy to think there is one kind. But just as with quantitative methods, there are actually many varieties of qualitative methods. While the methods generally use similar data collection techniques (observation, interviews, and reviewing text), the purpose of the study differentiates them—something similar with different types of usability tests. And like classifying different usability studies, the differences between the methods can be a bit blurry.[Read More]

3 Ways to Combine Quantitative and Qualitative Research

3 Ways to Combine Quantitative and Qualitative Research

Jeff Sauro • April 29, 2015

Customer research lends itself well to integrating qualitative and quantitative methods, called a mixed-methods approach. While you can combine qualitative and quantitative methods at various points, the three most common research designs are an explanatory sequential design, an exploratory sequential design and a convergent parallel design.[Read More]

7 Steps to Conducting Better Qualitative Research

7 Steps to Conducting Better Qualitative Research

Jeff Sauro • August 6, 2013

Qualitative research is often used as a catch-all phrase to mean not to expect any "hard numbers" from research findings. While qualitative research is the collection and analysis of primarily non-numerical activities (words, pictures and actions), it doesn't mean you can't apply a structured approach to your research efforts.[Read More]

The F-Word in User Experience

The F-Word in User Experience

Jeff Sauro • August 7, 2012

The focus group has its place in UX research but is usually the wrong tool for the job. Combining some aspects of focus groups with usability testing in a 1:1 session allows the researcher to gather both motivations as well as task-based outcomes with an interface.[Read More]

5 Examples of Quantifying Qualitative Data

5 Examples of Quantifying Qualitative Data

Jeff Sauro • January 24, 2012

The distinction between a qualitative study and quantitative study is a false dichotomy. It doesn't cost more money to quantify or use statistics. It just takes some training and confidence. Not only can qualitative data be categorized into quantities, but it can prompt further questions and discovery for usability improvement.[Read More]

How to quantify comments

How to quantify comments

Jeff Sauro • February 21, 2011

Quantifying the frequency of comments with a binomial confidence interval helps you estimate a sentiment in the total user population and prioritize findings.[Read More]

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About Jeff Sauro

Jeff Sauro is the founding principal of MeasuringU, a company providing statistics and usability consulting to Fortune 1000 companies.
He is the author of over 20 journal articles and 5 books on statistics and the user-experience.
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Jeff's Books

Customer Analytics for DummiesCustomer Analytics for Dummies

A guidebook for measuring the customer experience

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Quantifying the User Experience 2nd Ed.: Practical Statistics for User ResearchQuantifying the User Experience 2nd Ed.: Practical Statistics for User Research

The most comprehensive statistical resource for UX Professionals

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Excel & R Companion to Quantifying the User ExperienceExcel & R Companion to Quantifying the User Experience

Detailed Steps to Solve over 100 Examples and Exercises in the Excel Calculator and R

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A Practical Guide to the System Usability ScaleA Practical Guide to the System Usability Scale

Background, Benchmarks & Best Practices for the most popular usability questionnaire

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A Practical Guide to Measuring UsabilityA Practical Guide to Measuring Usability

72 Answers to the Most Common Questions about Quantifying the Usability of Websites and Software

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