ADOPTING NETWORK ANALYSIS METHODS FOR CONTEXTUAL INQUIRY: THE KEYWORD STRUCTURE REPRESENTATION OF A WEB BEHAVIOR

This study employed network analysis to understand core values teenagers seek, in use of the Internet. Data had been collected through in-depth interview using contextual inquiries about teens ’ usage of the Internet. Interview data was converted into a list of grouped words based on their similarity. A relation matrix was generated based on the frequency of connections between words. Network visualization and analysis were performed using UCINET 6.0 on the relation matrix. In this study, ‘joy ’ appeared as the key value teenagers pursuing and, ‘beauty ’ and ‘managing relationships ’ were also identified as words with high centrality in their use of the Internet. This study has demonstrated the effectiveness of utilizing non-hierarchical network approach as a tool to understanding the value structure, which allows researcher to utilize natural description on users ’ experience toward a given product, service or system