INDEPENDENT RESEARCH

BIG CONCEPTS IN RESEARCH

Research Methods
Quantitative

Measuring sets of variables or quantities and their

relationship to one another produces quantitative
research. This form of research is build around
numbers, logic and objective data.
Eg: He is 6 feet tall

 If

a designer wanted to determine the relationship

between a web interface and user satisfaction, the
designer could ask a population of users to fill out a
questionaire.

Qualitative Research
Deals

with subjective material such as words and

images.
This form use tools such as individual or group
interviews, literature reviews and participant
observation etc.
In Visual Design majority of research practises fall
under qualitative.

Primary Research
Primary

refers to original research that is conducted

by organization
Eg: A cosmetic company use surveys, questionnaires,
targeted at middle aged girls, to determine pre teen
buying habits.
Use those results to inform packaging, product
placement and other markeiting and design elements.

Secondary Research
Secondary

refers to the practice of reviewing a

collection of data of findings that have previously
been published by a outside party.
A company could obtain a copy of research produced
by cosmetics firm we just mentioned, they might use
the same info to aid their marketing strategies for
MP3 sales for teenagers
It could be less expensive and faster
May or may nor fit the exact needs of the researcher

Formative Research
Also

called as exploratory research is used to gain

insight into an area of study or to help define a
question.
Aids in problem identificaition and problem solving
Some of research tactics
Literature review
Trend forecasting
Video ethnography
Surveys and questionnaries
Demographics and user testing.

Summative Research
Also

called as conclusive research is used to frame

and decipher the outcome of an investigative process.
It confirms that the original hypothesis is correct or
not
It answers to questions like Did I do it correctly.
Did I make it better. Is it more successful.
Some of tactics are
User testing
Surveys
Questionnaires
Web analytics

Research Strategies

Research Tactics

Competitor Analysis

Literature Review
Surveys + Questionnaires
Focus Groups

Ethnographic Research

Photo Ethnography
Observational research
Literature review
Surveys + Questionnaires
Focus Groups

Marketing Research

Demographics
Focus Groups
Surveys + Questionnaires
Web Analytics
Color theory+Predictions
Personas

User Testing

Iterative Design
Personas
Focus Groups
Observatinal Research, Web Anlytics