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-  formulation of the research Context mapping

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-  formulation of the research goal - instead of a broad
question, such as:
having insight in the use of mobile phone to stay in touch
with the partner
the goal can be formulated as:
what is it like to be a partner who is just returning from the
long absence and what concerns, feelings and attitudes do
they have when being on the way home?
-  the product itself should not be mentioned in the goal
-  a clear goal statement is especially relevant as the resulting
data is fragmentary, multi-layered and consists of individual
stories

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