Visual Data Analysis: Towards a Methodological Framework for a Novel Trend in Studying Behavior

• In Event: 038 - Section on Methodology Paper Session. Advancement in Observing and Modeling Social Processes

Abstract

Since the early 2000s, technological developments have led to a tremendous increase in visual recordings. This vast pool of newly available data enables new applications of a situational perspective, which analyzes human behavior by focusing on interactions, emotions, and situational interpretations. So far, this promising novel research strand is missing a methodological framework with clear criteria for validity and reliability. The present paper aims to outline such a framework, what we call “visual data analysis” (VDA). We discuss methodological particularities of visual data analysis and discuss key criteria for validity and reliability in the VDA research process. Using three exemplary studies, we describe applications of visual data analysis in terms of data collection and analysis, focusing specifically on strategies that buttress validity and reliability. We show that visual data analysis comprises a promising new trend and interdisciplinary analytic approach in behavioral studies.

Authors

• Anne Nassauer, Freie Universität Berlin

• Nicolas Martin Legewie, German Institute for Economic Research (DIW Berlin)