Data Collection Approach

Questionnaires (data collection form)

  • See figure one below
  • State why you are using a questionnaire (link to experiment)
  • Consider your questions
    • Easy to read
    • Use a reading test to prove it
  • Can not be misinterpreted
    • People have different means for different words
    • Consider your population and sample group
      • people over 60yrs would say that ‘gay’ was jolly and happy
      • people under 25yrs would say that ‘gay’ was a sexual preference
  • State what information your question will return and how you will use it to answer your problem
    • Collecting gender data will allow for the comparison between gender proving that there is a difference in risk level when driving a car.
  • Justify your response mechanism
    • Rating scales (likert scales)
  • Explain how you will achieve:
    • Validation
    • Verification
  • Indicate how you will display the data
    • e.g. in a on-way table or bar chart
  • Link the your literature review evidence
  • See data collection tool
Figure 1) Planning A Data Capture Form



  • Typically an interview refers to ‘one researcher to one respondent,’ which collects qualitative data
  • The interview is used to:
    • Gain more insight about the product or user compared to the focus group
    • Explore in detail a person’s opinion about a product, design or interface
    • Explore in detail how changes of the product, design or interface may impact on the user
  • There are three main types of interviews:
    • Structured Interviews
    • Uses fixed questions with a limited ranger of answers (research reads from a questionnaire and record answers)
    • Semi-structured Interviews
  • Interviewer has a list of open end questions which they want to ask and when the interviewee is talking, they make notes against the relevant question.
  • Clinical Interviews
    • Informal approach to interviewing (laying on the couch) where interviewer rephrases questions or ask follow up questions to ensure they understand the interviewee answer and mean.

The Interview Process

  • Create a list of talking points (or design prints) which you want the individual to talk about
  • Be clear about what type of data you are looking for (keywords, themes, ideas, feelings)
  • Do not interrupt the interviewee when they are talking
  • Create a list of probing sentence starters which you can use to focus the interviewee
    • What did you feel when …
    • How did you find … when …
    • If you have to change … what would it look like
  • Before moving on to the next talking point confirm the main points which you have identified
  • The results are then analysed to find patterns or agreements
  • The results are displayed in tables, charts and graphs to help people visualise the results
  • It is worth consider the framing your interview using the table provided for the questionnaire. However, be mindful of research and respondent bias.


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