This type of analysis requires you to allocate your participants to specific category scales (i.e. nominal data scales) rather than acquiring data from them in ways similar to what we've already discussed in this chapter (e.g. attitude scores or performance measures such as time taken to complete a task). For example, this type of data can be obtained from information recorded by the researcher in an observational coding form (observational coding forms were one of the research approaches discussed in Chapter 3). A test that can be used to assess for statistical significance for data collected in this way is called the CHI-square Test (also written as X ²). This will be the first test discussed in this section of the chapter.

Alternatively, you can collect qualitative information from participants in the form of open-ended questions (e.g. what did you like about the mobile tourist information guide?), and attempt to put the qualitative information obtained from these questions into categories in order to quantify the data. This approach is known as content analysis and it the second technique to be discussed in this section of the chapter.