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HCI 101 – INTRODUCTION TO HUMAN-COMPUTER AND INTERACTION
III. LESSON PROPER
1. Routine: Opening and Closing Prayers

Greetings! Magandang Buhay w/ Magalang Bow
Quotes/Bible Verse
Checking of Attendance
TMA (Teacher Made-Activity) - Engagement Activity (EA) - Objects of My Eye!
2. Class Sharing
Ask the students to focus on the tasks users will perform and the contexts in which they’ll be
using the product.
3. Class Discussion/Lecture
Discussion of the Lesson/s in Week 9
1. Qualitative vs. Quantitative Research
Qualitative Research:
• Definition: A research method focused on understanding user behaviors, experiences,
and motivations through in-depth, non-numerical data.
• Characteristics:
o Open-ended questions.
o Exploratory in nature.
o Provides insights into user attitudes and behaviors.
Advantages:
• Provides rich, detailed data.
• Helps understand the context and reasons behind user behaviors.
• Flexible and adaptable to new findings.
Disadvantages:
• Time-consuming to collect and analyze.
• Data may be subjective and harder to generalize.
Quantitative Research:
• Definition: A research method focused on gathering numerical data that can be quantified
and used for statistical analysis.
o Closed-ended questions.
o Structured and systematic.
o Provides measurable and comparable data.
Advantages:
• Allows for statistical analysis and generalization of results.
• Efficient data collection from large sample sizes.
• Objective and reliable data.
Disadvantages:
• May miss the context and underlying reasons behind user behaviors.
• Limited flexibility in exploring new insights.
2. Interviews and Focus Groups

Interviews
• Definition: One-on-one sessions where a researcher asks users questions to gather
detailed information about their experiences, behaviors, and attitudes.
• Types:
o Structured Interviews: Predefined questions with little room for deviation.
o Semi-Structured Interviews: A mix of predefined and open-ended questions
allowing flexibility.
o Unstructured Interviews: Open-ended and conversational with no predefined
questions.
Advantages:
• Provides in-depth and detailed information.
• Allows for probing and follow-up questions.
• Builds rapport with participants, leading to more honest responses.
Disadvantages:
• Time-consuming and labor-intensive.
• Potential for interviewer bias.
• Small sample sizes may limit generalizability.
Focus Groups
• Definition: Group sessions where a moderator facilitates discussion among a group of
users to gather information about their collective experiences and attitudes.
o Interactive and dynamic discussions.
o Participants can build on each other’s responses.
o Facilitated by a moderator who guides the discussion.
Advantages:
• Generates diverse perspectives and ideas.
• Encourages participants to discuss and refine their thoughts.
• Efficient way to gather data from multiple users at once.
Disadvantages:
• Potential for groupthink and dominant participants.
• Managing group dynamics can be challenging.
• Data analysis can be complex.
3. Surveys and Questionnaires
Surveys
• Definition: A research method that involves collecting data from a large number of
respondents through a structured set of questions.
o Can be distributed online, via email, or on paper.
o Can include a mix of closed-ended and open-ended questions.
o Allows for anonymity and confidentiality.
Advantages:
• Efficient for gathering data from large sample sizes.
• Easy to administer and analyze.
• Cost-effective.
Disadvantages:
• Limited ability to explore responses in depth.
• Potential for low response rates.
• Risk of misinterpretation of questions.
Questionnaires
• Definition: A written set of questions to gather respondents' information.
o Similar to surveys but often shorter and more focused.
o Can include multiple-choice, Likert scale, and open-ended questions.
o Can be self-administered or administered by a researcher.
Advantages:
• Standardized format ensures consistency.
• Can be completed at the respondent’s convenience.
• Useful for collecting specific information.
Disadvantages:
• Limited interaction and ability to clarify questions.
• Potential for incomplete or inaccurate responses.
• May not capture the full context of user experiences.
The Challenge
Picture yourself as a seasoned UX researcher at a prominent e-commerce platform. Lately, you’ve faced a
perplexing challenge — a substantial decline in the platform’s checkout page conversion rate. Your
quantitative data paints a bleak picture, revealing a drop from a robust 12% to a concerning 6%. This alarming
trend prompts you to investigate the underlying causes.
Quantitative Research: The Numbers Game
To begin, you embark on the quantitative research phase. This involves a meticulous analysis of a wealth of
data, encompassing key metrics such as click-through rates, cart abandonment rates, page load times, and
traffic sources.
Quantitative Insights:
1. Alarming Cart Abandonment Rate: The data indicates a significant surge in cart abandonment, which is
a clear indicator of a problem.
2. Soaring Bounce Rate: Simultaneously, the bounce rate on the checkout page has experienced an
unexpected surge.
3. Lethargic Page Load Times: You also observe a concerning increase in the checkout page’s load times.
While quantitative research aptly identifies the issues at hand, it only scratches the surface. To fully
understand the “why” behind these issues, you must transition to the qualitative research phase.
Qualitative Research: Unveiling the “Why”
Qualitative research is the journey that uncovers the emotions, motivations, and behavior that lie beneath
the numerical surface. In this phase, you engage in in-depth interviews with users who have recently
abandoned their shopping carts and collect feedback through surveys and usability testing.
Qualitative Insights:
1. Complex Checkout Process: Your interviews reveal that users are grappling with a complex and lengthy
checkout process, featuring an excessive number of steps and unclear instructions.
2. Payment Predicaments: Users express their frustration at the limited payment options available,
rendering it impossible for them to use their preferred methods.
3. Shipping Sticker Shock: Several users are taken aback by unexpectedly high shipping costs, which only
become apparent late in the checkout process.
The Power of Combining Insights
Now equipped with both quantitative and qualitative insights, you possess a comprehensive understanding
of the issue. While quantitative data pinpoints the symptoms (cart abandonment, bounce rates, and slow load
times), qualitative research unearths the root causes behind these symptoms.
Actionable Steps: A User-Centric Approach
With this holistic understanding, you can formulate a plan of action to address the problem:
1. Streamline the Checkout Process: A redesign of the checkout process is in order, with a focus on making
it more intuitive, reducing the number of steps, and providing clearer instructions.
2. Payment Options Galore: It’s essential to integrate a broader spectrum of payment methods to cater to
diverse user preferences.
3. Transparent Shipping Costs: Transparency is key. Display shipping costs much earlier in the shopping
process, preferably on product pages, to reduce the likelihood of surprises during checkout.
Iterate and Implement
The implementation of these changes is just the beginning. To ensure their effectiveness, continuous
monitoring of quantitative data is crucial. This iterative process allows you to refine the design further and
validate that the changes genuinely enhance the user experience.
Conclusion
This in-depth case study showcases the extraordinary value of integrating quantitative and qualitative UX
research methods. While quantitative research diagnoses issues and trends, qualitative research delves into
the underlying causes of these issues. By combining both, you gain a comprehensive insight into user
experiences and make data-driven, user-centric design decisions. This iterative approach ensures that your
products continually evolve to meet the ever-changing needs of your users, ultimately leading to enhanced
user satisfaction and sustainable business success. The case study exemplifies the dynamic interplay
between quantitative and qualitative research methods, reaffirming their indispensable role in the realm of
UX design.
PREPARED BY:
NOTED BY:
Rosauro P. Villalon Jr. DR. ROMMEL J. CONSTANTINO

Instructor Program Head/ CCS Department Head

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HCI 101 – INTRODUCTION TO HUMAN-COMPUTER AND INTERACTION

III. LESSON PROPER

1. Routine: Opening and Closing Prayers

TMA (Teacher Made-Activity) - Engagement Activity (EA) - Objects of My Eye!

Discussion of the Lesson/s in Week 9

1. Qualitative vs. Quantitative Research

2. Interviews and Focus Groups

Rosauro P. Villalon Jr. DR. ROMMEL J. CONSTANTINO

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