NurAnisIdayu CHAPTER 3 REVISED

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UNIVERSITI TEKNOLOGI MARA

THE EVALUATION OF
USER EXPERIENCE (UX)
ABOUT AN INTERACTIVE ANIMATED COMIC OF
PAEDOPHILE AWARENESS FOR CHILDREN
(I-ComPedo)

NUR ANIS IDAYU BINTI MOHD NOR


2020317823

MSc

October 2021
TABLE OF CONTENT
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 1
3.2 Research Approach 1
3.3 Research Design 1
3.4 Research Framework 3
3.4.1 Phase 1: Planning and Preparation 4

3.4.2 Phase 2: Data Collection 5

3.4.3 Phase 3: Data Analysis 5

3.4.4 Phase 4: Documentation 9

3.5 Research Area 9


3.6 Research Instruments 10
3.7 Research Ethics 12
3.8 Summary 12
REFERENCES 14
APPENDICES 22

i
LIST OF TABLES

Tables Title Page

Table 3.1 Research Design summary 2


Table 3.4 Main Groups current version of AttrakDiff 11

ii
LIST OF FIGURES

Figures Title Page

Figure 3.1 Research Framework 4


Figure 3.2 Diagram of portfolio presentation 7
Figure 3.3 Diagram the average value 7
Figure 3.4 Diagram description word-pairs 8
Figure 3.5 Smiley-o-meter scale 11
Figure 3.6 Example of Attrakdiff questionnaire 11

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CHAPTER THREE
RESEARCH METHODOLOGY

3.1 Introduction
In Chapter 3, the entire research technique was covered in greater depth. The methodology
was a system of methods used to conduct research that consists of a set of strategies and
processes to be followed to achieve research objectives and ensure that research was completed
on time. Specific procedures for completing this study would describe in the following
categories.

3.2 Research Approach


The approach to be used for this study was the quantitative method. The quantitative
method was used to perform the objective measurement and “statistical, mathematical, and
numerical analysis of data using questionnaires, surveys, or polls”. It focused on collecting
numerical data, generalizing in sets of persons, or explaining a certain event. The quantitative
method helped the researcher to create broader extensive research, which includes a larger
sample than qualitative research. These would allow researchers to further generalize the
results. The analysis conducted was more scientific and accurate. This research would use one
of the methods based on the quantitative method, which was survey research. This survey
allowed researchers to ask many questions about the topic, collect data from the questionnaire,
and analyze this data to generate statistical results. Also, by using software to analyze the
collected data, this method was very simple and fast.

3.3 Research Design


The research design was created to allow the researcher to design a methodology and a
complete method that one can choose to do to integrate the various components of the research
logically and was done to ensure that the research problem was addressed, appropriate to
conduct, and properly set up their research. According to Akhtar (2016) and Asenahabi (2019),
a research design was the “overall project of connecting conceptual research problems with
relevant and achievable empirical research” which consists of blueprints, measurement, and
analysis data received by the researcher before data collection and serves as a guide to
achieving the objective of the research in a formal way.

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The research was based on a quantitative method, which would be evaluating user
experience about interactive animated comics of paedophile awareness for children (i-
ComPedo). The table below shows the research design of this study.
Table 3.1 Research Design Summary
RESEARCH RESEARCH METHODS/ TOOLS/ DELIVERABLES PHASE
QUESTIONS OBJECTIVES TECHNIQUES

RQ1 RO1 To identify the appropriate topic 1. Describe research Planning and
and title for the research. background, problem Preparation
What is the To analyze user statements, research
user experience 1. Discussion with the objectives, research
experience (UX) with the i- supervisor about the research scope, research
with the i- ComPedo topics and problems. significance.
ComPedo application. 2. Information collection and 2. A literature review has
application? Literature review through been made.
journals, thesis, articles, 3. Define the sample of
books regarding the user respondents.
experience (UX), animated
comics for children.
3. Research on the sample of
respondents.

To prepare the questionnaire for 1. Research Design Data Collection


conducting the research. 2. The literature of
comparison study
1. To conduct the survey 3. Survey
questionnaire based on the questionnaire
previous research that related 4. Data from the
to the research topic. participant
2. To gather the data from
participants to make data
analysis. RO1: User experience
a) Tools (UX) with the i-ComPedo
- Survey questionnaire application.
b) Technique
- Using the Attrakdiff
questionnaire
- Participant- sample of
respondents
3. To gather the data from
participants to make data
analysis.

RQ2 RO2 To make the data analysis The output from the data Data Analysis
that has been analyzed.
How can we To recommend 1. Analyze the data by using an
improve the or suggest an Attrakdiff online platform
user interface improved user a) Tool
for a better interface for - Attrakdiff
user better user - Microsoft Excel File
experience experience b) Techniques

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(UX) with the (UX) with the i- - Distribute questionnaire to Suggestions or
i-ComPedo ComPedo teachers. recommendations to
application application. 2. Data transformation has been improve the user interface
used for data analysis. of the i-ComPedo app.
a) Tool
- Data analysis tool
b) Techniques RO2: User interface
- Using Portfolio suggestion and
presentation, average value, improvements
and description word-pairs.
- Smiley-o-meter scale

To complete report writing. Final report Documentation

1. Make a report based on the


data that have been analyzed.
2. Complete the whole research
report.

3.4 Research Framework


The figure below shows that this research was divided into four (4) phases for the research
framework based on quantitative research which was planning and preparation, data collection,
data analysis, and documentation.

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Figure 3.1 Research Framework adapted from Subbarao, A., & Mahrin, M. N. (2020) with Research
Framework of Evaluation Model

3.4.1 Phase 1: Planning and Preparation


This was an important phase in research. One of the tasks in this section was to find a
suitable article for this study. After the topic was selected and discussed with the supervisor,
initial testing and data collection would begin. This section would identify the problematic
research statement, research question, research objectives, scope of research, and research
significance. Literature reviews were also done in this section by reviewing articles, journals,
and thesis from previous investigators. The table below shows the activities involved in phase
1. Besides, this section also discussed the preparation of the sample of respondents that related
to the topic.

a) Sample of Respondents
Ravindra, K. (2020) states that a focus group was a selected group of people who
discusses a given topic or issue in-depth, made by the manager, an outside expert. It’s a
great way to bring together people from similar backgrounds or experiences to discuss a
particular topic of interest. In this research, the sample of respondents was from primary
school children from 9 to 12 years old, Sekolah Kebangsaan Kuala Besut, Terengganu.

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3.4.2 Phase 2: Data Collection
This section would focus on data collection for this study. In this research, data
collection would use a "self-administered web survey design and implementation", in which
the authors suggest that short, concise, and understandable terms should be included in the
study questions (Jong, J., et al., 2016; Gonzales- Bañales, et al., 2007; Rada, V., et al., 2019).
According to Parveen, H., et al (2017) and Sajjad Kabir, S., et al (2016), data collection is one
of the most important stages of conducting research. This method of data collection is
extensively used in quantitative research. Simple random sampling techniques were used in
this study for each topic or unit of the population selected and have an equal chance. The
researcher needs to avoid bias towards respondents in conducting research sampling.

In a “self-administered survey”, respondents were selected by asking each of them if


they had any experience using the i-ComPedo application at Sekolah Kebangsaan Kuala Besut,
Terengganu. The survey questionnaire would conduct using AttrakDiff. Respondents who
answered yes to both questions were provided with the Attrakdiff questionnaire and
instructions on how to answer the questions using the Attrakdiff website through the face-to-
face session. Each response is expected to take approximately 10-15 minutes and the study
time is expected to take approximately 14 days to complete.

3.4.3 Phase 3: Data Analysis


In phase 3, the data analysis collected from the online questionnaire is included in
AttrakDiff an Analysis Tool, a Microsoft Excel file available on the AttrakDiff website
(http://www.attrakdiff.de/sience-en.html). The populated data is processed automatically, a
descriptive analysis would use to present and interpret numerical data. Descriptive analysis is
the basis of knowledge that can be the basis for the continuation of several analyzes, as it
reveals the structure of a particular process used in summarizing, editing, graphing, and
interpreting data (Baha, H., 2016). According to Schrepp et al. (2017), the data used there
would be “data transformation, mean value calculation, variance, and standard deviation
calculations”, as well as confidence and comparison time with a benchmark data set.

Even though the face-to-face interview is the most common form of communication, over
the past few years it has been shown that most interviews were done by focus groups, by phone,
email, internets such as messenger apps, and electronic form (Dworkin, 2012). Telephone
interviews were useful when collecting information from remote participants on a costly and
time-consuming basis compared to face-to-face interviews and open-ended questions that give

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participants more productivity without having more freedom to share their ideas (Kallio et al.,
2016; Dworkin, 2012). Another advanced online interview method such as email and
messenger can also be done in focus group planning; videoconferencing, chat rooms, and
discussion groups. In this research, due to the limited time and movement during the Movement
Control Order (MCO) that took place during the data analysis phase, the face to face session
was conducted where the meeting allowed an unanswered question to be discussed with
relevant and limited participant which was only 40 student and 5 primary school teachers. The
researcher retrieved participant feedback used to support previously obtained findings in the
review and review of the literature.

The questionnaire for the primary school teacher’s representative to address the following:

a) What is the participant’s professional background?


b) What is the overall experience when using the i-ComPedo application?
c) What is the limitation to the existing features of the i-ComPedo application?
d) What are your suggestions and recommendations for future development benefits to the
i-ComPedo application?

The findings would calculate into three groups on the Attrakdiff online platform: Portfolio
Presentation, The Average Value, and Description Word-pairs. Researchers would be able to
establish whether data was feasible and consistent as a source of information based on these
findings (User Experience rating). Besides, the Attrakdiff online platform calculation, the
Smiley-o-meter scale, and the main results would further be discussed below.

a) Portfolio Presentation
The portfolio presentation would represent the confidence level when the participant
using the application. The vertical axis of the portfolio presentation view displays the hedonic
quality while the horizontal axis shows the pragmatic quality. The results were displayed on a
quadrant. The Confidence rectangle was the small square inside the larger one. A tiny
confidence rectangle indicates that the results were more dependable and less coincidental. The
more diverse the evaluation ratings, the larger the confidence rectangle. The confidence
rectangle indicates whether or not users were satisfied with the product. The portfolio
presentation diagram was shown below as an example.

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Figure 3.2 Diagram portfolio presentation

b) The Average Value


On the diagram, the average values of the AttrakDiff dimensions for the evaluated
product were plotted. Hedonic quality distinguishes between the aspects of stimulus and
identity in this presentation. In addition, the attractiveness rating was shown. The average value
also demonstrates that the participant can explain the usability and attractiveness of the product,
which was the total perceived value of the product in the Attrakdiff questionnaire based on the
four main groups. Below was the example of an average value diagram.

Figure 3.3 Diagram average value

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c) Description Word-pairs
The final output returned by the Attrakdiff online platform was description word-pairs.
The mean values of the word pairings were shown here. The extreme values were of great
relevance. These indicate which features were particularly critical or well-resolved. These
findings would demonstrate whether or not the application may raise the participant's
awareness of paedophiles. The description word-pairs diagram was shown below as an
example.

Figure 3.4 Diagram of description word-pairs

d) Smiley-o-meter Scales
The results of Smiley-o-meter were “scored from 1 to 5 (1=Awful (Extremely unlikely);
2=Not very good (Very unlikely); 3=Good (likely); 4=Really good (Very likely); 5= Brilliant
(Extremely likely)”. The Smiley-o-meter feedback would divide into two (2) parts:
i. “Positive feedback” (good, really good, and brilliant)
ii. “Negative feedback” (awful, not very good).

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Besides, the feedback and suggestions from the sticky notes were also collected and
sorted into two categories:

i. The “positive experiences” such as the comment that define satisfaction such as "I
like", "Happy", "Thank you", and others.
ii. The “negative experiences” such as the comment that describes dissatisfaction for
example “Boring”, “Upset”, “Annoying”, and others.
e) Main results

After processing at the Attrakdiff online platform stage, the major results can be
displayed in their corresponding spreadsheet. The portfolio presentation, average value, and
description word pairs would all be displayed in a bar chart. After the user experience stage
was evaluated, the smiley-o-meter scale for each participant was displayed in a table. As a
result, each item's mean and standard deviation was determined. Below were the details of the
calculation results.

3.4.4 Phase 4: Documentation


The last section is documentation. The documentation would explain everything about
research from the first phase to the last. Deliverables from this phase were the final report. The
full documentation of this study would be written in this section.

3.5 Research Area


This research would conduct on primary school children from 9 to 12 years old, Sekolah
Kebangsaan Kuala Besut, Terengganu. At this age, children were easily exploited by criminals
not only because of their age and majority but also as they heavily rely on networking sites to
interact with the public (Quayle, E., 2020; Kumar, et al., 2020). The population in Sekolah
Kebangsaan Kuala Besut, Terengganu was more than 615 people (Directory, A., 2021) and
was a place where there were many respondents of the target age, gender that can meet the

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criteria for research, and was also easy to identify the area as it is close to the researcher’s
home.

3.6 Research Instruments


Research instruments were a tool for how to collect data for research. The instrument used
for this research was online surveys. The questionnaire using the Attrakdiff questionnaire
survey would distribute face to face to potential responders by using the paper. The contents
of the questionnaire were adapted from the English version of the AttrakDiff (in PDF format)
which had already been created by the authors Hassenzahl, et al. (2008). The questionnaire
from AttrakDiff consists of “28 seven-step items whose poles and opposite adjectives” (for
example confusing-clear, unusual-ordinary, good-bad) which were characterized into four
main groups in the current version which was “Pragmatic Quality (PQ), Hedonic Quality-
identification (HQ-I), Hedonic Quality-stimulation (HQ-S) and Attractiveness (ATT)”. The
“middle value was 0, the left-most value was -3 and right-most value was +3”. Because children
have difficulty comprehending each of the 28 Attrakdiff questions, the researcher would
modify all of those questions with the same meaning to make them clearer and more
understandable to children.

Besides, the AttrakDiff would use Smiley-o-meter scales which consist of (5) point Likert
scales and pictorial representation with (10) attributes. The example of (10) attributes of
AttrakDiff was shown in Figure 3.3. Thus, below displays details about the categorization of
AttrakDiff and Smiley-o-meter scale.

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Table 3.2 Main Groups in the current version of AttrakDiff

Figure 3.5 Smiley-o-meter scale

Source: “Investigating children’s opinions of games” (Sim, G., et al., 2012)

Figure 3.6 Example of i-ComPedo questionnaire

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Source: Example of i-ComPedo questionnaire using Attrakdiff, adapted from Giardi, et al. (2019)

3.7 Research Ethics


This research needs to be in line with the ethical standards from the Universiti
Teknologi MARA (UiTM). Research ethics was an indication that researchers were
researching to ensure that research was consistent with a high standard of ethics. These were
important to ensure the safety and privacy of the participants involved in the study and the
researcher himself. All the participants were given informed consent to participate in the study
as well explanations were provided about the purpose and objectives of the study. Thus, the
researcher would set the meeting with the teacher concerned and go to the research area to
conduct the evaluation testing with the children between the ages of 9 to 12 years old. The
researcher would explain details to children in each questionnaire which consists of 28 seven-
step items whose poles and opposite adjectives (for example confusing-clear, unusual-ordinary,
good-bad). Each response was expected to take approximately 10-15 minutes and the study
time was expected to take approximately 14 days to complete. This ethical guideline would
increase the credibility, support, and trust of the public in any research conducted.

3.8 Summary
This chapter describes the methodology that would use in this research design. The
main goal of this chapter was to explore research methodology and methods to bring impact
on the research design. Each section of the research framework for this study was briefly
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described in this chapter and uses a quantitative research method in the form of online user
experience (UX) on the product of the i-ComPedo application. This chapter also highlights the
research instruments and areas that would use in this study. Discussions in this way were
discussed throughout the chapter.

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APPENDICES

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