Transcript An Introduction to Research Methods: Needs Assessment

20 November 2013
An Introduction to Research
Methods: Needs
Assessment, Surveys, Focus
Groups and Personas
Prepared for the ULS Leadership
Program by
Luke Ferdinand, John Fudrow, Karen
Calhoun and Jeff Wisniewski
This work is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
2
Agenda Topic
Arrival
Introduction to the workshop
Needs assessment - Luke
Box lunches
Surveys – John
Short break
Focus groups
Short break
Personas research – Jeff
Wrap up and get on shuttle
Time
10:25-10:35 am
10:35-10:45 am
10:45 am-12:00 pm
12:00 -12:30 pm
12:30-1:30 pm
1:30-1:40 pm
1:40 -2:40 pm
2:40 –2:50 pm
2:50 – 3:50 pm
3:50 – 4:00 pm
Needs Assessment
Defining and Addressing The Needs of
an Organization and Its Audience
Luke Ferdinand
ULS Leadership Program
20 November 2013
4
Objectives
 Define
Needs in Organization
 Define Needs Assessment
 Understand the methods and tools used in Needs
Assessment
 Know potential risks in Needs Assessment methods
ULS Research Methods Workshop
5
What is a Needs Assessment?
"A systematic process for collecting information and making justifiable
decisions" - Ryan Watkins
Ryan Watkins,
2013, “Needs
= Gaps
in Results”,
ULS Research
Methods
Workshop
http://ryanrwatkins.com/na/naintroduction.html,
6
What is a need?
 “Needs
are the differences between your current
achievements and your desired accomplishments.”
Ryan Watkins,
2013, “Needs
= Gaps
in Results”,
ULS Research
Methods
Workshop
http://ryanrwatkins.com/na/naintroduction.html,
7
Needs Assessments Help Identify
 Data
that define your needs
 Prioritization of your needs
 Criteria for implementing solutions
 Information necessary to justify selection of one or more
activities to improve performance
Ryan Watkins, 2013, “Needs = Gaps in Results”,
http://ryanrwatkins.com/na/naessentials.html
ULS Research Methods Workshop
8
Why?
 “Provide
a systematic process to guide decision-making
in organizations
 Provide justification for decisions before they are made.
 Scalable for any size project, time-frame, or budget.
 Offer a replicable model that can be applied by novices
or experts.
 Provide a systemic perspective for decision-makers.
 Allow for interdisciplinary solutions for complex problems.
“
Ryan Watkins,
2013, Needs
= Gaps
in Results”,
ULS Research
Methods
Workshop
http://ryanrwatkins.com/na/naessentials.html,
9
Where can we use a needs assessment?
Strategic Action 9a : Ground Floor Needs Assessment
 (obviously)
 Opportunity to rethink the ground floor
 Many assumptions and ideas for what's best
 Gather information from stakeholders, relevant resources
 Make an informed decision to best meet the needs of
organization and community
 Other opportunities?
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12 Steps
Brought to you by the National Oceanic & Atmospheric Administration
http://csc.noaa.gov/needs/
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Needs Assessment Steps
1.
2.
3.
4.
5.
6.
Confirm the Issues &
Audience
Establish the Planning Team
Establish the Goals and
Objectives
Characterize Your Audience
Conduct Information &
Literature Search
Select Your Data Collection
methods
7.
8.
9.
10.
11.
12.
Determine Your Sampling
Scheme
Design and Pilot the
Collection Instrument
Gather & Report Data
Analyze Data
Manage Data
Synthesize Data & Create
Report
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1: Confirm Issues & Audience
•
Summary:
•
•
Questions:
•
•
•
Establish purpose of assessment and summarize
Is this a new issue or audience for the organization?
Is there agreement up the organizational chain this issue or
audience needs to be addressed?
Risks:
•
•
•
Unknown stakeholders
Communication issues
LACK OF SUPPORT
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2. Establish the Planning Team
•
•
•
•
•
All steps should be conducted with planning team
Ideally members of stakeholder groups and experts
Communication is essential
Consider resource needs: time, expertise etc.
Questions:
•
•
•
•
Are the stakeholders new or well known?
How will geography impact planning?
Expertise within the team?
Risks
•
•
•
Sense of ownership
Communication
Planning can overtake action
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3. Establish Goals and Objectives

Summary




Questions:




Identify the desired and actual levels of knowledge or skill
Identify cause(s) for the lack of knowledge or skill
Devise solution(s)
Are the goals widely shared by the audience?
Are your objectives measurable?
Will the project be considered a success if the objectives are met?
Risks:



Potential to disengage by different team members who have different
priorities
Not knowing if goals have been achieved and to what degree
Long term-support for doing needs assessments
ULS Research Methods Workshop
Play Time
16
4. Characterize Your Audience

Summary





Questions:



Sample size
Skill & knowledge level
Educational Level
Attitudes and biases
How long have you worked with the audience?
How much variation is there within the audience?
Risks:


Assumptions can backfire
Broadly generalizing and audience can lead to failure
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Topics for Audience Characterization
 Knowledge
 Training
 Tools
& Techniques
 Benefits
 Attitudes & Biases
 Ability to Attend or Access
 Cultural Characteristics
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5. Information & Literature Search

Summary




Questions:



Environmental Scan
Readings
Surveys to address questions raised in review
Has this audience or issue been surveyed in the past?
What other ways might we find useful information about this audience
or issue?
Risks:



Results may be outdated
Redundant effort, wasted time
Missing important information that may make results easier or better
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6. Select Your Data Collection methods

Summary





Questions:




Observation
Personal Interviews
Surveys
Focus Groups
Have all methods been considered?
Consider audience characteristics when drafting collection methods
How much expertise is there in-house? Seek help!
Risks:


Can be intrusive or upsetting
Time spent designing vs time spent analyzing
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20
7. Determine Your Sampling Scheme
 Summary

Sample more than you think you need
 Questions:


What is statistically recommended?
What is the population size of audience?
 Risks:


Likely not scientifically sound
Too many or too few in sample
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Exercise: Develop Your Goals
Discuss how you would approach
Audience Characterization
Data Collection Methods
Sample Size
Measure of Success
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8. Design and Pilot Your Collection
Instrument

Summary


Questions:





Pilot first to identify weaknesses
How will you pilot your instrument?
What kind of expertise is on your planning team?
How important is statistical precision?
How will data collection be standardized?
Risks:



Instrument will not be clear or gather necessary data
The audience will not be receptive to the survey instrument
Asking too many questions may irritate the respondents
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9. Gather and Record Data

Summary





Questions:



Find means to incentivize respondents (survey prizes, etc)
Ensure anonymity if this is a priority to audience
Coordinate with assessment team
If audience is outside of library, make use of External Communications group
Will you recruit people outside planning team to assist in data gathering?
Are you getting the desired response rate?
Risks:



Data will be biased
Language or vocabulary issues
Invalid Study
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10. Analyze Data

Summary


Questions:


Keep findings and interpretation of findings separate in reporting
Seek assistance in interpreting data if necessary
Risks:




Under or over-whelming audience with report
Missing trends and patterns
Not accounting for possible critical barriers
Letting bias slip into the process
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11. Manage Data

Summary



Questions:




This step involves determining how data will be organized and
archived.
The importance of this step is often not recognized until it is too late.
Will this data ever need to be referred to again?
Will the raw data be stored? How will it be stored?
Can/should the data be shared?
Risks:


There may be unforeseen reasons that would necessitate the data
being used again
Inadequate metadata
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12. Synthesize Data and Create Report


Always address your goals and objectives in synthesis. Report must
include problems or errors with the design and the implementation of
the survey. An executive summary is often helpful.
Questions:



Who is the audience for the report?
Did you address your objectives?
Risks:



Potential to disengage by different team members who have
different priorities
Not knowing if goals have been achieved and to what degree
Long term-support for doing needs assessments
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Gather your Data/Report
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Thank you!
Works Cited:
http://www.cscnoaa.gov/needs
http://ryanrwatkins.com/na (includes link to free NA eBook)
Additional Reading:
http://en.wikipedia.org/wiki/Needs_assessment
ULS Research Methods Workshop
Survey Basics
and
Survey Monkey
John Fudrow
ULS Leadership Program
20 November 2013
30
When to Use a Survey




Explore a Topic
Discussion with Target Population
Gather Objective Data on Subject
Benchmarking of Service Levels
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31
Survey Monkey Templates


Over 150 pre-made templates
Variety of topics












Community (2)
Customer Feedback (7)
Demographics (9)
Education (20)
Events (7)
Healthcare (14)
Human Resources (18)
Industry Specific (58)
Just for Fun (9)
Market Research (12)
Non-profit (5)
Political (11)
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32
Surveys We Have Applied
 ULS
General Survey
 Library Instruction Survey
 E-book Survey
 Event Feedback Surveys
 Internal Planning
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33
Types of Survey Questions
 Open-Ended
 Closed-Ended
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34
Types of Survey Questions
 Open-Ended






i. Single Textbox
ii. Multiple Textboxes
iii.Comment/Essay Box
iv.
Numerical Textboxes
v. Demographic (U.S. or International)
vi.
Date and/or Time
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35
Types of Survey Questions
 Close-Ended







i.
Multiple Choice (Only One Answer Allowed)
ii. Multiple Choice (Multiple Answers Allowed)
iii.Rating
iv.
Ranking
v. Matrix of Choices (Only One Answer Per Row)
vi.
Matrix of Choices (Multiple Answers Per Row)
vii.
Matrix of Drop-down menus
ULS Research Methods Workshop
36
Likert Scales and Ratings
 What

is a Likert Scale?
A scaled response of a respondents feelings toward a topic
based on a presented scale.
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Likert Scales and Ratings
 Clear
wording of response choices.
 Number of choices to relevancy


5 to 7 choices allow for a consistent distribution.
The third choice should be the undecided or neutral
decision.
 Be
careful not to force ranking by the wording of the
base question.
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Anonymity
•
IRB Authorization
 Service
Improvement
 Anonymous Ratings
•
Do not store data publically
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Survey Delivery
 Target
your audience
 Multiple avenues for large samples
 Create Multiple links to analyze effectiveness of delivery
methods
 DON’T SPAM
 You cannot mass email
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40
Statistical Relevance and You

We are not statisticians
 We
don’t have the resources nor time to run full analysis
 Our reports are not statistically relevant
 Our analysis is focused on report fulfillment

We don't properly sample
 Our


audience is often “expert” library users
This alters the influence of their input
We don't run via SPSS
 Statistical
Package for the Social Sciences
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Using Survey Monkey (Free Version)
 https://www.surveymonkey.com/
 Create
a free account
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Survey Monkey (Free Version)
 Limitations





10 Questions
100 Responses
No Page Logic
20 Less Templates
No Customization
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43
Survey Question Creation
 Create
2 questions you would like to ask of your
department or patrons
 Think about how you would use the results and write that
idea in the page description.
 We will look at several and discuss their efficacy.
ULS Research Methods Workshop
Focus Groups: the
Method and How to
Use It
Karen Calhoun
ULS Leadership Program
20 November 2013
45
Learning objectives
1.
2.
3.
4.
Know the advantages and disadvantages of focus
groups and when to use them
Be able to select and recruit focus group interviewees
Know how to prepare a focus group interview guide
Have information about:


The roles of the facilitator and recorder
How to analyze focus group interview data
ULS Research Methods Workshop
46
Focus Groups, Defined
 Qualitative
social science research method
 Feature open, interactive, in-depth small group discussion
(typically 6 to 10 people), led by a trained
moderator/facilitator
 Participants carefully selected
 Evaluate participant thoughts, opinions, practices,
values, beliefs, feelings in a nonthreatening, semistructured setting
ULS Research Methods Workshop
47
Purpose of a focus group

IT IS TO:


Collect information and ideas on a pre-selected topic
IT IS NOT:





To achieve consensus
To answer participants’ questions (facilitator ≠ sage on stage)
To solve one or more problems
To make decisions
To provide a forum for participants to gripe or vent frustration
(group therapy)
ULS Research Methods Workshop
48
Advantages of Focus Groups
 Generate
CC BY NC Francois Proulx
http://www.flickr.com/photos/91569742@N00/404909051/
insight into not
just what people think or
feel, but why
 Can be comparatively
low cost method research
method
 Interactive, not one way
 Can be used alone or in
combination with other
research methods
ULS Research Methods Workshop
49
Disadvantages/Risks of Focus Groups
 Findings
not representative of entire population of interest
 Quality of results highly dependent on:




Appropriate preparation
Skill of moderator
Skill of recorder
Skill of analyst (preparation of report)
 Can
be challenging to evaluate responses to openended questions
ULS Research Methods Workshop
50
Steps to Set Up Focus Group Interviews








Decide how many focus group interviews to hold (usually from two to
a dozen)
Select appropriate facility (see next slide) and time(s) for the event(s)
Decide on participant incentives
Recruit participants (usually 6 to 10 people in each focus group)
Prepare interview guide/script
Assign moderator and recorder
Conduct the focus group(s)
Analyze and report results
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51
Focus Group Facility – Minimum
Requirements
 Comfortable
room in a convenient location for participants
 Date and time convenient for participants (faculty or peers = during
work hours?; undergraduates = evening?)
 Table and chairs set up for group conversation
 Food, refreshments
 Permission to record the session
 Suitable means for moderator to conduct the interview (e.g., flip
charts, markers, laptop, projector, screen …)
 The means to record the session (notes + audio recording is one way;
another is streaming video to a separate room where
notetakers/observers sit)
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52
Focus Group Facilities – High End
Text: Summary of information provided by
a commercial focus group facility – a
local one is Direct Feedback Inc.
(Pittsburgh area):
http://www.dfresearch.com/focus.htm
Facility and technical
capabilities:
•Video streaming
•Wireless
•Comfortable, well equipped
respondent room
•On-staff moderating
•Assistance with recruiting, audio
and video recording …
•Client viewing room with oneway mirror and closed-circuit
television
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53
Recruiting Participants – Selection


Choose participants who will be comfortable with one another (but
ideally, do not know each other) – “homogeneous strangers”
Potential selection criteria:






Knowledge of topic
Comfortable discussing the topic with others
Demographics - gender, age, etc. - if relevant to the topic
Status , if relevant to the topic (role/target audience, e.g. faculty,
student … or user of service, non-user of service … )
If group members are known to each other, avoid having all
members of a clique in the same focus group if you can
Also in groups known to each other, try to avoid having an
employee and his/her boss in the same group
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
Recruiting Participants – Recruitment
Process
Sample flyer recruiting volunteers
Participants might be:










Nominated
Randomly selected
Members of a definable group
Have same job/title
Volunteers who fit selection criteria
Other
Screen potential participants/assign to
groups
Once you have grouped recruits,
confirm participation (see sample
letter, next slide)
Send reminder 2 days before
Over-invite by 10 to 20% (to account
for no-shows)
Extract from Eliot and Associates 2005
ULS Research Methods Workshop
55
Sample confirmation letter



Track invitation emails and responses
(along with demographic info you may
need later)
Gain consent to record session
(“Although the session will be
recorded, your responses will remain
anonymous and no names will be
mentioned in the report.”)
Ideas for incentives (besides
refreshments):




Monetary
Coupons/gift cards
Door prize (drawing at end of session)
…?
Extract from Eliot and Associates 2005
ULS Research Methods Workshop
56
Exercise #1
Situation
 You’ve been given the
following assignment:

Conduct focus groups of the
Pitt community to examine
attitudes toward, awareness
and usage of library
instruction services (inside and
outside the library, onsite and
virtual)
Exercise

Working as a group at your table,
take 10 minutes to sketch out:
1.
2.

How will you determine who
should be in the focus groups (i.e.
the selection criteria)?
Once you have selected the
criteria, what methods might you
use to recruit participants and
assign them to groups?
Report out (1-2 minutes each
table)
ULS Research Methods Workshop
57
Preparing and Using an Interview
Guide(Script)
 Prepare
1.
pre-group paperwork – consent forms, brief
demographic information
Opening – engagement questions

2.
3.
Introductions, ground rules (see sample, next slide), opening
question (make it an easy one; could be round robin)
Exploration questions (2 to 4 key questions)
Exit/ending questions (e.g., “Of all the things we
discussed, what is the most important to you?” and/or
“Have we missed anything in our discussion today”?)
ULS Research Methods Workshop
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Sample Introduction and Ground Rules
(Interview Guide)
Extract from Eliot and
Associates 2005
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Interview Guides Use Open-Ended
Questions
 Open-ended
questions = inquiries that produce rich data
= they start conversations and keep them going


“When you think about green energy, what comes to
mind?”
“What do you like most about coming to the library?”
 Closed-ended
questions = impose answers (yes or no, or
a choice from a list)


Help clarify and confirm
Typically used in quantitative research like surveys
ULS Research Methods Workshop
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Other Possibilities for Designing Focus
Group Interview Guides
 They





don’t always have to be questions …
Can show a brief video/make a proposal then start asking
questions
Can introduce alternatives and ask them to choose
Fill in the blank
Draw a picture
More
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Exercise #2
Situation
 You’ve
been given the
following assignment:

Exercise

Conduct focus groups to
evaluate user reaction to the
high-tech group study rooms
on the second floor of Hillman
Working at your table, and using
the handout from Richard
Krueger:



Take 5 minutes to select or create 3
open-ended questions for the
focus group interview guide
Take another 5 minutes to consider
how you will open and close the
focus group interview
Each group report out (1-2
minutes)
ULS Research Methods Workshop
62
Help for Facilitators and Notetakers
Available from Behind the Scenes, FY14 Planning and Budget Cte. Site
Preparation for October 11 “Birds of a Feather” Event
Karen Calhoun
October 7, 2013
This PPT covers the roles of facilitators and recorders;
See also “further reading” at the end
ULS Research Methods Workshop
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You, Moderating the Next Focus Group
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Analyzing Focus Group Interview Data
 Is
often not easy
 Devise a method of capturing the comments from the
notes/recordings
 Capture the comments
 Look for common categories or themes
 Assign categories to comments
 Sort comments by category or theme
 Synthesize
 Summarize findings for each category/theme
 Prepare and present report
 One method described @ Eliot and Associates 2005
(see Methods
last slide)
ULS Research
Workshop
65
Recommended Reading for Focus Group
Designers, Facilitators, Recorders and Analysts






Connaway, Lynn Silipigni, Debra Wilcox Johnson, and Susan E. Searing. 1997. “Online
Catalogs from the Users’ Perspective: The Use of Focus Group Interviews.” College &
Research Libraries 58 (5): 403–420.
Dixon, Jill. 2005. “Focus Group Facilitation Guidelines”. Centre for Higher Education Quality.
Monash University.
http://www.uwsuper.edu/cipt/exsite/upload/Focus_Group_Guidelines.pdf
Eliot and Associates. 2005. “Guidelines for Conducting a Focus Group.”
http://assessment.aas.duke.edu/documents/How_to_Conduct_a_Focus_Group.pdf
FocusGroupTips.com. 2012. “Focus Group Questionnaire Fundamentals: Basic Questions.”
http://www.focusgrouptips.com/focus-group-questionnaire.html
Krueger, Richard A. 2002. “Designing and Conducting Focus Group Interviews.”
http://www.eiu.edu/~ihec/Krueger-FocusGroupInterviews.pdf
Walden, Graham R. 2006. “Focus Group Interviewing in the Library Literature: A Selective
Annotated Bibliography 1996-2005.” Reference Services Review 34 (2) (April 1): 222–241.
doi:10.1108/00907320610669461.
ULS Research Methods Workshop
Personas
Jeff Wisniewski
ULS Leadership Program
20 November 2013
67
Road Map
 What’s
a persona?
 Benefits of personas
 How to create personas
 How to use personas
ULS Research Methods Workshop
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Personas
 Personas
are “stand ins” or hypothetical archetypes
created to represent the primary user segments for your
web site
 Each persona represents a key user type that shares
demographic characteristics, needs, behaviours, and
environment
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69
Personas
 Imaginary,
derived from user research
 Each has a name and personal details
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





second year graduate student in Biological
Engineering
currently splits her time between class work,
time in the lab, and studying from home
since much of her work is either course driven
or in the lab, she does not consider herself a
particularly heavy library user
tends to rely on lectures rather than library
resources
uses company websites quite frequently for
information on the lab products she uses and
uses professional association sites for recent
papers and information on developments in
her field
uses the popular search engines initially to get
a sense of what types of materials are out there
then moves to Web of Science and
Compendex for access to journal articles
Amy (Soo-Jin)
ULS Research Methods Workshop
71





if she can avoid going to the library, she will
at home she always connects through
remote access to get access to full articles
through the databases for which the library
has subscription
interested in doing exhaustive searches for
journal articles on her dissertation topic
no one has shown her how to use the full
breadth of the resources and functionality of
e-Journal on the library web site; she has a
sense there are more resources and tools
than she knows about
uses ILL often to gain access to articles that
she cannot access through Pitt subscriptions
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Customer Segments to Personas
 Originated
in the 1930 when marketers started using
fictional characters to represent a customer segment
 Alan Cooper, a software developer, coined a related
term and similar practice: personas.
 His book The Inmates are Running the Asylum popularized
the use of personas and designing for “archetypal users”.
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Benefits of Personas
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#1 “User” Centered Design
 Way
to have users attend all your design meetings
 Each persona has the weight
 Personas are based on and embody what we know
about our library’s web site users
Personas
keeping it about the user
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#2. Support Evidence Based Decision
Making
 Way
to harness the user research data to inform web site
development
 Easier to remember a persona than pages of facts and
figures: path data, survey results, interview summaries etc.
 Share abstract data in a compelling and memorable
way
Personas
encapsulate evidence
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#3 Where to Put Design Effort
 Personas
spell out what the site must do
to support each personas’ goals and tasks
Personas
provide focus
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#4. Communicate to Stakeholders in a
Language Understood by Everyone
 Easy
and fun way to communicate design decisions
 Keeps the focus on the user
 Avoid “geek” speak
Personas
speak to everyone
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#4 Build Consensus and Commitment to
the Design
 Communicate
a common direction
 Reduce the need for extremely detailed specifications.
Nuances of behaviours and preferences are captured in
the persona and narratives
Personas
build shared vision
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How to Create Personas
Research!



Environmental scan
Interviews
Ethnographic research
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Environmental Scanning
 Identify
true peers
 Literature review
 Web search
 Provides a framework
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Ethnographic Research
 Gorillas
in the Mist
 Time consuming
 Expensive
 Highly useful!
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Interviews
 Useful
for creating from scratch and for local validation of
“borrowed”
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Finding Subjects
 Leverage
your networks
 General advertising not useful
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Logistics
 Voice
recorder of smartphone app
 Transcription
 Analysis
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Interview Intro
 Explain


hat you’re doing and why
You’re helping us build a better website
Be candid
 General


computer usage habits
When you start your browser where is the first place you go?
Favorite sites, and why?
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Information-Seeking Habits
 If
you need to:
Find books to take on vacation
 Write a paper
…Where’s the first place you’d go?

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Library Questions
 How
often do you go to the library?
 How often do you go to the library website?
 When do you go to the library website? What do you do
when you’re there? (Take them to site)
 What immediately draws your attention?
 What information did you look for but not find?
 Is there something you looked for on the homepage but
didn’t find?
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Now What?
Interview
Create
Refine
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How Many Personas ?
 Primary
constituencies
 5-7 generally recommended
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How To Use the Personas
 In
the room
 Frame discussions
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Exercise
In groups, create a persona based on one of the group
members
Scenario: the personas created will be used to guide a user
centered redesign of the ULS’ SharePoint site
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Questions?
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Thanks for coming!
Please fill out the post-workshop
evaluation survey at:
https://www.surveymonkey.com/s/FS8PFXK
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