WoW Learning

General:

I spent a substantial amount of time designing the first survey for the WoW Learning project. I was initially unsure what data would be useful, but I knew I wanted enough data to make statements about particular groups of people: men were more social, most women created tank characters initially, millennials were using WoW more for learning, etc. That resulted in the three-part design of the survey: in-game demographic data, the essay question about play motivations, and real-world demographic details. Privacy was important and encouraging people to complete was also important. It was reasoned that in-game demographics were details people would not be as sensitive about, so they were asked for first and real-world demographic details left until the end. It was also recognized that many people would not complete the essay section. Putting the in-game demographic details first meant that certain types of data could be collected that could also be used for other purposes, e.g. answering whether women initially choose healer characters. After use by a small test audience, the survey was modified to include sample answers or explanations of how answers should be calculated.

Where possible and sensible, permissible option lists were used to help reduce the need for data standardization after the survey. For example, I know there are only so many WoW character classes and roles. I know that players can only belong to one of several types of realms. In the case where I wanted time estimates from players, providing a list of ranges means everyone’s has the same degree of accuracy and is expressed in the same units. This was not deemed necessary for year of birth, country of residence, and nationality; they were left as free text. The birth year worked out fine, but some normalization had to be done on the countries and nationalities, e.g. English and Scottish changed to British and Belgium changed to Belgian, etc.

Read more to download the survey as a PDF and see options for specific questions.

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Credit: Michelle A. Hoyle under an Attribution ShareAlike 3.0 Unported License

Figure 1: Graph demonstrating that Aluminio’s reported character played times add up to more time possible in 4 years

In a previous post, I said that a player’s /played time in World of Warcraft (WoW) can be used a good indication of their experience in WoW.  In my 2010 April survey, I asked respondents to report their /played time for three types of characters: their first character ever created, the character on which they currently spend most of their time, and the character on which they enjoy playing the most. If the characters were the same, they were asked to repeat the information. When I did my calculation, I ignored any entries that were obvious duplicates. I also asked people to make an estimate to the nearest half year of how long they had been playing World of Warcraft.

While entering data in from my 2010 April survey, I noticed that case S1-025 contained /played numbers that did not add up.  In the raw survey data, the participant—whom I have called “Aluminio”—listed 3 characters:

1. Human priest ranged, played more than 700 days
2. Gnome mage ranged, played more than 900 days
3. Human paladin tank, played more than 900 days.

That adds up to more than 2500 days. Aluminio also reported playing World of Warcraft for a total of 4 years, which amounts to 1460 days. That’s far, far short of the more than 2500 days claimed for playing his three characters, as is clearly evident in Figure 1′s graph. It is impossible for someone on their own to have played all 1460 days 24 hours a day, seven days a week.

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While reading Nardi’s et al’s Learning Conversations in World of Warcraft (2007) recently, I was struck by a passage describing their methodology:

Our research is based on participant- observation fieldwork. Each of us created at least two characters and joined at least one guild. We have jointly played for over 25 months and continue to play.

How much experience did they really have in World of Warcraft? Was the 25 months calendar time or in-game time? These are the questions that immediately went through my mind. I quickly concluded that it was not  25 months of in-game time as that would be more than 18,000 hours of play. Even among three people, that seemed unlikely even if they had been playing since the game was released. That led me to think about measuring game experience in immersive worlds, like World of Warcraft.

Typing “/played” in World of Warcraft will tell a player how many days, hours, and minutes they have spent online since creating that character.  This can be a more useful measure of a player’s experience with the game than elapsed calendar time.   For example, I have been playing since World of Warcraft’s public release date in February 2005.  My /played time is 268 days on my main character over a 69-month period.   Contrast that with someone else who, over that same period, only plays two hours a week.  Their /played time would be about 25 days (see Figure 2). I obviously have more experience in the game, even though our elapsed calendar time is identical.  There is an assumption there that I spent the time doing something in the game and not just chatting or idling, but it is going to be a more accurate measure of experience.

Credit: Michelle A. Hoyle under an Attribution ShareAlike 3.0 Unported License

Figure 1: Screenshot of questions in April survey

I asked respondents to report their /played time for three types of characters: their first character ever created, the character on which they currently spend most of their time, and the character on which they enjoy playing the most. If the characters were the same, they were asked to repeat the information. When I did my calculation, I ignored any entries that were obvious duplicates.

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Photo by bourgeoisbee / CC BY-NC

Joy of Stats Book Cover

I have been working recently on importing data into SPSS from the first part of my April survey on World of Warcraft motivations. This has been a fairly straightforward process for the most part. The exception is the last question about the respondent’s guild type and purpose. The question was presented as the following:

In a short sentence (140 characters), describe the primary purpose of the guild in which you spend most of your time, or enter “no guild”.

Example: I’m in a social guild that believes in random acts of kindness. We love to dance but we also raid end-game content with other casual guilds.

I am not happy with how the coding for the type and purpose is going. When I created the SPSS codebook for that part of the survey, I initially broke it down into two parts: a type and a primary purpose. The type represented a breakdown primarily between “social” and “hardcore”. The purpose could be a key activity or a purpose. The divisions were chosen based on an an initial review of the received responses (see Table 1).

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The WoW Learning project will have several phases and use mixed research and data collection methods. I’m gathering demographic data about World of Warcraft avatars as well as about their human operators. I’m posing subjective questions via surveys, like “Why do you play World of Warcraft”, to examine people’s motivations and goals. I’m also going to be engaging in a substantial amount of ethnographic research, which has me observing and participating in activities with my own character—activities not too dissimilar to what I have been doing for the last five years in the game—but recording observations and conversations as things occur. As a result, some people will be interviewed in-game; others may be asked for interviews via voice chat systems. Finally, I expect to be looking at communication that occurs on forums.

As with all university-level research involving the participation of people, the WoW Learning project needed to secure approval from the relevant ethics committee in Informatics at the University of Sussex. In the interests of transparency and full disclosure, I’ve attached a copy of the approval to this posting, which you can download yourself.

The submitted proposal also had a project information sheet and an online survey consent form. I have not included those here.

If you have any comments or suggestions for improving the transparency or quality of interactions, I’d love to hear them. Virtual worlds ethnographic research and online data collection via forums is a relatively new area and the issue of what constitutes “informed consent” is still evolving. I’d also love to know if you found this a useful resource document for you own work.

Downloadable Resources

• WoW: Learning Ethics Approval (PDF – 312 kB)