Using IQA to Extract Mental Models Concerning Quality Evaluation Factors for Social Networking Services on Smartphones

Abstract

Although today's users of mobile phones are afforded increasing control as the popularity and richness of information provided by smartphones increases, how these users make choices and evaluations cannot be explicitly expressed. This study uses an acute observation of designers of technology and aesthetics to conduct a mental-model analysis of smartphones with the purpose of explicitly identifying the differences in the schemas of users. This study also modifies the mental model to evaluate the practicability of the mental model. Hence, this study investigates groups of subjects, comparing freshmen and graduating students froma college of design, and adopts a schematized data collection and analysis approach, Interactive Qualitative Analysis (IQA), to ascertain the relationships between factors and establish a complete user mental model. The study results present 11 primary affinity factors: "

Upcoming Issues, New Methods: Using Interactive Qualitative Analysis (IQA) in Management Research

“…Good examples of IQA research reports can be found in Harrel (2004), Robertson (2015), and Davis (2019). The works of Bargate (2014) and Lee and Chen (2016) are more focused on the presentation of the resulting mind maps and not so much on descriptions of affinities and relationships. Figure 10 shows the flow of a survey conducted from the interactive qualitative analysis.…”