Chapter 4: Understanding Users: Qualitative Research

Chapter 4 compares the value of qualitative research to quantiative research. Generally,  quantitative research is more stable because it outputs only statistics. Whereas qualitative research can be interpreted in many ways, thereby providing much more insight into what number figures mean. This section also talks about the interviewing process and how users are observed differently depending on interview method conducted.
problem with users
- why are we cell phone users but not apartment users?
> words we use
> ways we interpret it
> connotations of what we’re doing in it
- our ideas of the term “user” are diferent

stakeholder rhetorical
Often times, marketing data is
marketing data more want than what

Qs

1)

2)