The document explores the distinctions between qualitative and quantitative research, focusing on their differing epistemological and ontological perspectives. It discusses the construction of social reality, the roles of bias and objectivity in research, and the complexities of culture and identity. Additionally, it introduces the Value Orientation Model, which highlights how cultural values shape responses to universal human challenges.
The document explores the distinctions between qualitative and quantitative research, focusing on their differing epistemological and ontological perspectives. It discusses the construction of social reality, the roles of bias and objectivity in research, and the complexities of culture and identity. Additionally, it introduces the Value Orientation Model, which highlights how cultural values shape responses to universal human challenges.
The document explores the distinctions between qualitative and quantitative research, focusing on their differing epistemological and ontological perspectives. It discusses the construction of social reality, the roles of bias and objectivity in research, and the complexities of culture and identity. Additionally, it introduces the Value Orientation Model, which highlights how cultural values shape responses to universal human challenges.
The document explores the distinctions between qualitative and quantitative research, focusing on their differing epistemological and ontological perspectives. It discusses the construction of social reality, the roles of bias and objectivity in research, and the complexities of culture and identity. Additionally, it introduces the Value Orientation Model, which highlights how cultural values shape responses to universal human challenges.
○ These approaches differ in how they view: ■ Knowledge creation (epistemology) ■ Reality itself (ontology)
● Epistemology: ○ Focuses on how knowledge is created and understood
● Ontology: ○ Deals with the nature of reality - what is real and how it exists
● Main point: ○ The divide between qualitative and quantitative methods reflects opposing views on knowledge and reality
DIFFERENT VIEWS ON REALITY
● View of reality: ○ Reality is stable and objective ○ It can be understood and observed systematically
● Scientific method: ○ Assumes reality can be studied using the scientific method to create new knowledge
● Falsifiability: ○ a key principle of the scientific method ○ Definition: the ability to prove an assertion wrong ○ Introduced by Karl Popper (1962)
SOCIAL REALITY IS CONSTRUCTED
● Social reality is constructed by humans
● Reality is not objective but shaped by daily human interpretations
● Constructive perspective: ○ Focuses on how people interpret their experiences and surroundings ○ Differs from the natural science model by prioritizing human meaning-making over objective observation DIFFERENT ROLES OF RESEARCH
Quantitative: Role of theory in research - deductive, testing of theory Ontological orientation - objectivism Epistemological orientation - natural science model/positivism
Qualitative: Role of theory in research - inductive, generating theory Ontological orientation - constructionism Epistemological orientation - interpretivism
RECALL: QUALITATIVE HC RESEARCH IS EMIC
● Participant viewpoint: ○ Research is conducted from the perspective of participants
● Fieldwork: ○ Takes place “in the field” to observe people in their natural, everyday environments
● Focus areas: ○ Observes people, artifacts, and environments to gain a holistic understanding
● Systematic analysis: ○ Identifies patterns in behaviour and understanding during data analysis
IN HC RESEARCH WE….
● Gain insight into the people you’re designing for and the problems they face ● Observe and interact with users to understand their experiences and motivations ● Identify hidden needs and desires to better explain their behaviours ● Immerse yourself in their physical environment for a deeper understanding of their challenges ● Approach research with an open mind, free from personal biases
WHAT IS BIAS?
● Any systematic inclination or perspective that affects:
○ Interpretation ○ Data collection ○ Analysis ● Leads to deviations from a true representation of the phenomenon under study ● Sources of bias: ○ Shaped by the researcher’s: ○ Prior experiences ○ Assumptions ○ Cultural background
WHAT IS OBJECTIVITY?
● a commitment to authentically understanding and representing the phenomenon
being studied
● Key principles: ○ Minimize the influence of personal biases ○ Avoid subjective distortions in interpretation of analysis
● Ensure the research findings reflect the true nature of the phenomenon, not the researcher’s preconceived notions
● Limitations of objectivity: ● Complete objectivity is unattainable in qualitative research due to: ○ The interpretive nature of human experience ○ The researcher’s role as a co-creator of meaning
● Alternative to neutrality: ○ Instead of aiming for a fully neutral stance, researchers focus on reflexivity
● Reflexivity defined: ○ The practice of critically examining: ○ Personal biases ○ Underlying assumptions ○ The researcher’s influence on the study
BIASES TO BE AWARE OF -
Confirmation biase
● The tendency to:
○ Search for, interpret, and recall information that aligns with pre-existing beliefs ○ Disregard contradictory evidence ● Impact on research: ○ Leads to a focus on data that supports hypotheses ○ Neglects alternative explanations, potentially skewing results
Social desirability bias
● Occurs when participants respond in ways they believe are socially acceptable or favourable, rather than being completely truthful
● Impact on research: ○ Leads to distorted data that does not accurately reflect the participants’ true thoughts, behaviours, or attitudes
Selection bias
● Occurs when the sample is not representative of the broader population being studied, leading to skewed results
● Causes of selective bias
○ Non-random selection methods ○ Certain groups are more likely to participate than others
● Impact on research: ○ Results may not accurately reflect the views or behaviours of the entire population Observer bias
● Occurs when researchers’ expectations or beliefs influence their observations and
interpretations of data
● Impact on research: ○ Might lead to recording data in a way that aligns with preconceived notions, either consciously or unconsciously
Attribution bias
● Involves errors in attributing causes to behaviours or events, often by:
○ Overemphasizing personal characteristics ○ Underestimating situational factors
● Impact on research: ○ Can affect how researchers interpret participant behaviours, potentially leading to inaccurate conclusion about the causes of actions or events
Cultural bias ● Occurs when researchers impose their own cultural perspectives onto participants from different cultural backgrounds ● Leads to misinterpretations and ethnocentric conclusions WHAT IS IDENTITY?
● Identity is how a person defines themselves and their frame of reference for self-perception
● Components of identity: ● Identities are shapes by an interconnected mix of: ○ Language ○ Social structures ○ Gender orientation ○ Cultural patterns
● Challenges in user research:
○ The difficulty lies in setting aside our own biases and assumptions to empathize fully with others
● Self-understanding ○ Before understanding others, it’s crucial to develop a deeper understanding of ourselves, especially how our own identity has formed and shaped our perspectives
WHAT IS CULTURE?
● Complex relationship: ○ There is a complex relationship between culture and identity
● Empathy with users:
○ Truly emphasizing with users goes beyond acknowledging personality differences ○ It involves recognizing that cultural norms influence how people express their values and identities
● Cultural identity: ○ Every individual has a unique cultural identity, shaped by the values and norms of their cultural background ○ Understanding this diversity is crucial for effective and empathic user research
CULTURE IS LIKE AN ONION
● Culture can be seen as an onion, with multiple layers representing different aspects
● Outer layers: ○ Rituals: celebrations, ceremonies, and traditions that are observable in a culture ○ Social rules: etiquette, laws, and unspoken codes of conduct that govern behaviour ○ Habits: daily practices and routines that reflect cultural preferences and lifestyles ● Deeper values: ○ These practices ad norms reinforce deeper values embedded within the culture ○ They subtly guide individuals on how things are done within a particular cultural context
● Performative practices: ○ Culture can also be performative, where actions reflect cultural expectations or norms, such as the work holiday party
● Social media as performative culture:
○ Social media can be viewed as a performative culture, where individuals often perform or showcase behaviours that align with cultural norms or expectations
● Types of shared narratives:
● Historical narratives ○ Stories about the past that provide meaning to the present ○ Examples: national histories, origin myths ● Collective memory ○ Shared remembrance of significant events, including both triumphs and tragedies ● Cultural archetypes ○ Recurring figures and moral lessons found in literature, folklore, and media (e.g., heroes, villains, wise mentors)
● Purpose and impact
○ These narratives serve as a context for cultural practices ○ Help maintain a sense of identity and continuity within a community or culture ○ Influence values, behaviours, and societal norms by providing shared frames of reference
● Foundational structures of culture:
○ These deeper structures shape and organize cultural interactions and societal norms ○ Key elements: ■ Roles and hierarchies: ■ Expectations and norms surrounding roles in family, gender, age, and occupation
■ Institutions: ■ Structures like government, religious organizations, and educational systems that uphold and perpetuate cultural values
■ Power relations: ■ Distribution of authority, privilege, and marginalization within a culture, defining social dynamics and access to resources CULTURAL IDENTITY
● A person’s sense of belonging to a particular culture or group
● Key features: ○ Municipality: people often experience multiple cultural identities simultaneously ○ Components: includes values, norms, meanings, customs, and beliefs that shape how individuals relate to the world ○ Dynamic nature: cultural identity is not fixed; it is constantly evolving
● Judgements of belonging: ○ Can be influenced by factors such as: ■ Physical appearance ■ Ancestral origin ■ Personal behaviour
● Contextual influence: ○ How people experience their intersecting cultural identities varies depending on: ■ The setting ■ The issue at hand ■ The people involved
● Structural influences: ○ Cultural identity is shaped by larger systems of power, including: ■ Colonialism ■ Racism ■ Sexism ■ Classism
THE VALUE ORIENTATION MODEL
(Kluckhohn & Strodtbeck, 1961)
● Created by cultural anthropologists Florence Kluckhohn and Fred Stroftbeck in 1961
● Core idea: ○ All human societies face a limited set of universal problems ○ The preferred solutions to these problems in a given society form its dominant value system
● Significance: ○ Provides a framework for understanding how different cultures develop unique values based on their approach to universal challenges ○ Highlights the diversity in cultural responses while addressing shared human concerns ● Purpose of cultural values: ○ Not for stereotyping or prompting cultural/racial profiling ○ Aim to expand researchers’ perspectives, recognizing that values are not universal or immutable
● Five universal problems (and cultural responses):
○ Nature of human nature: ■ Is human nature inherently good, bad, or a mixture of both? ○ Humanity’s relationship with the natural environment: ■ Should humans master, submit to, or live in harmony with nature? ○ Temporal focus: ■ Should we prioritize the past, present, or future? ○ Prime motivation for behaviour: ■ Is the motivation to just be (self-expression), become (growth), or achieve (success)? ○ Relationships with others: ■ Should individuals relate hierarchially, as equals in community, or based on individual merit?
