Online Research: New Challenges &

Opportunities

Faculty of Information University of Toronto

November 2012

By Glen Farrelly

Outline

• Definition of “online”

• Online research methods Types Benefits & limitations

• Studying online phenomena Tips & caveats

• Bibliography

• In-class exercise

What constitutes “online”?

Online ResearchMethods

Online Research Methods

• Using Internet or mobile tools or content to collect research data

• Online methods can study online or offline phenomena

Types of Online Methods

Common online methods:• web-based surveys• email & VoIP interviews• computer-captured & compiled data • remote observation

Other Online Methods

• audience response systems

• remote user testing & experiments

• autoethnography & diarying (via blogging)

• photo documentation (via mobile device)

• visit my blog (glenfarrelly.com) to see more

Benefits of Online MethodsFor researchers:• Lowers costs • Increases geographical reach• Facilitates data transcription & analysis

For participants:• Reduces spatial & temporal barriers • Channel preference & familiarity• Anonymity

Limits of Online Methods

• Digital divide, limits participation based on:

Internet access (rural areas, income) Literacy & technical familiarity Physical abilities

• Glitches & cross-platform support

• Difficulty controlling research environment(e.g., participant distraction)

Ethical Online Research

• Consent not needed to research “public forum”

• If you need to register for a site, then should getinformed consent from participants

• Be careful (or avoid) research using deceptionor working with children or medically infirm

Studying Online

Phenomena

Choosing a Method

Options:• Online methods• Offline methods• Both

Consider: • Research objectives• Context of study• Location and familiarity of

participants

Beware the “Real Life” Trap

“Consequently, an analysis that takes

the face-to-face as its starting point

is unable to explain the specificity of the online phenomenon it aims to study; it can explain what is going on online only in terms of face-to-face qualities.”

(Orgad, p.48)

Online is not Ahistorical

Sharing your location with friends via a mobile app Foursquare or a postcard

Technological

Determinism

Human Agency

VS.

• Methods lead to different assumptions – so consider carefullye.g., content analysis of websites offers a passive view of people in meaning-making process, whereas interviews may lead to omitting how technology structures people's choices

• Establish a theoretical framework to situate your research e.g., McLuhan’s media effects theory vs. Maslow’s uses and gratification theory

Bibliography

• Bakardjieva, M. (2009). A response to Shani Orgad. Internet inquiry: Conversations about method (pp. 54–60). Thousand Oaks, CA: Sage.

• Brown, M. C. (2012, August 16). An iPhone in the DRC. Time. Retrieved from http://lightbox.time.com/

• Fielding, N. G., Lee, R. M., & Blank, G. (Eds.). (2008). The Sage handbook of online research methods. Thousand Oaks, CA: Sage.

• Hamilton, R. J., & Bowers, B. J. (2006). Internet recruitment & e-mail interviews in qualitative studies. Qualitative Health Research, 16(6), 821–835.

• Markham, A., & Buchanan, E. (2012). Ethical decision-making & Internet research: Version 2.0. AoIR. Retrieved from http://aoir.org/documents/ethics-guide

• Nielsen, J. (2006, April 17). F-shaped pattern for reading web content. Alertbox. Retrieved from http://www.useit.com/alertbox/reading_pattern.html

• Opdenakker, R. (2006). Advantages & disadvantages of four interview techniques in qualitative research. Forum: Qualitative Social Research, 7(4), 1.

• Orgad, S. (2009). How can researchers make sense of the issues involved in collecting & interpreting online & offline data? In A. Markham & N. K. Baym (Eds.), Internet inquiry: Conversations about method (pp. 33–53).Thousand Oaks, CA: Sage.

Coding Online Discourse Activity

Background:• Museum of Civilization changing name to

Museum of History• Focus only on Canadian history

• Campaign launched to hear from Canadians what to include in rebranded museum

• www.cbc.ca/news/canada/ottawa/story/2012/10/27/ottawa-museum-civilization-history-feedback.html

Museum of History timeline draws fire before feedback tour

1. Read through CBC news article and associated reader comments.

2. As you encounter any passages of interest, circle it and give it an indicative label (a “code”).

3. Codes can be one word or a few.

4. Find other instances of the code or identify new codes.

5. Be creative – similar to brainstorming.

Coding Online Discourse

Identifying Themes

1. Consider prominent or reoccurring codes you identified.

2. Discuss how your findings help elucidate a theme or indicate a pattern.

3. Perform a second coding (“focusedcoding”) using only a few ofyour prominent or interesting codes

Add Your Thoughts Online