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http://dx.doi.org/10.18807/jsrs.2020.10.4.043

A Study on the Reliability and Validity of the Collection of the Ethnography Method of Service Experience Data - Focusing on I know You_AI Service -  

Ahn, Jinho (idinnolab Inc.)
Lee, Jeungsun (Eulji University, College of Health Industry, Mortuary Science Department)
Publication Information
Journal of Service Research and Studies / v.10, no.4, 2020 , pp. 43-55 More about this Journal
Abstract
Recently, as the importance of experience data increases, there are many attempts to deal with experience data from a data science perspective. In the case of approaching as a collection method of a quantitative survey method that seeks to quantify numerically such as big data, it is difficult to interpret the value of experience in a wide range, and it is relatively expensive and time consuming, and personal information infringement There is a limit to the analysis due to the risk of However, since ethnography, a procedure for collecting experience data based on qualitative research, is mainly carried out in the natural real environment of future customers from the perspective of users, it is possible to confirm the nature that customers face with a small sample. In addition, it is also easy to interpret the relational dimension of the empirical data. Although the ethnography method of collecting experiential data is economical and efficient, it is important to reduce errors in the collection process because the lack of scientific procedures for the data collection process can be a problem. It is important to secure the validity of whether the correct measurement tool is used for ethnography-based experiential data collection and to secure the reliability of the use of a valid measurement tool and method by accurately selecting the measurement target. From this point of view, it is necessary to verify the reliability of the research method that clearly selects the measurement target and secures the validity for the development of the correct measurement method and tool for the collection of ethnography experience data. Therefore, in this study, a verification study was conducted on the data and methodology cases of the'I know you_AI' service that analyzes the customer experience of self-employed based on the ethnography method of collecting experience data..
Keywords
Experience Data; Data Science; Ethnography; Experience Economy; Persona;
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