Module 4

Question 1

Which four main categories of measures are used in ux

Answer 1

1. behavioural measures
2. cognitive and emotional state measures
3. perceptual and attitudinal measures
4. measures of intention

Question 2

What are Behavioural measures?

Answer 2

They aim to capture the users actions and choices while executing a task.

Question 3

What is the aim of The cognitive and emotional state measures?

Answer 3

They deal with the experience lived and perceived by the participants.

They are assessed before, during and after the test.

Question 4

What is the aim of Perceptual and attitudinal measures ?

Answer 4

They assess the participants’ subjective appreciation of the experience and the object being evaluated.

They are measured only before and after the task or the test.

Question 5

What is the aim of The Measures of intention ?

Answer 5

They seek to understand users’ future actions in relation to the experience and the object being evaluated.

They are measured before and after the test.

Question 6

What are the two main types of measures?

Answer 6

Explicit measures and Implicit measures

Question 7

What is the alternative measure?

Answer 7

Think aloud.

Question 8

Which measure is best known and most frequently used.

Answer 8

Explicit measures

Question 9

What is the aim of explicit measures?

Answer 9

Explicit measures aim to measure
phenomena while users are consciously aware of it.

They are used before the test, after the task and, or, after the test.

Question 10

What are some Explicit measures?

Answer 10

1. Questionnaire scales
2. Interviews with open-ended questions

Question 11

What is the aim of Implicit measures

Answer 11

Implicit measures are captured automatically and often unconsciously during the test.

Question 12

What are some Implicit Measures

Answer 12

1. Behavioural measures
2. Eye-tracking measures
3. psychophysiological measures

Question 13

What is Think Aloud?

Answer 13

It involves asking users to describe out loud their emotional and cognitive actions and experiences while performing a task.

Typically used in exploratory studies when seeking
to understand users’ mental models.

Question 14

What is Task Success Rate?

Answer 14

The task success rate is a binary variable that represents the completion, or not, of a task by a participant based on specific success criteria identified beforehand

Question 15

How do we report the Task Success Rate?

Answer 15

It is reported in the form of a ratio; as the proportion of participants who successfully completed the task compared to all the participants in the study.

it is not recommended to report the results as a percentage

Question 16

What is the Task Completion Rate?

Answer 16

Completion Rate is the time it takes for participants to successfully complete the task or achieve a a goal identified beforehand. Completion time is usually linked to the success rate.

Question 18

How to report the Task Completion Time?

Answer 18

Completion time is reported in minutes and seconds.

Question 19

What is the preference rate?

Answer 19

The user’s choice is a behavioural measure of preference.

Question 20

How do we report the Preference Rate?

Answer 20

The preference rate is expressed by a ratio of participants who preferred one or the other version of a system.

Question 21

What is the The Feature Usage Rate?

Answer 21

It is used to measure participants’ specific actions; such as, for example, the number of times they use a feature on the system.

Question 22

How are the cognitive and emotional states measured?

Answer 22

They are measured from the experiences lived and perceived by the participants, and are evaluated before, during and after the test.

Question 23

What 3 constructs does the Self-Assessment Manikin (SAM) measure?

Answer 23

the valence , the intensity of the emotion and the level of dominance.

Question 24

How is Arousal Defined?

Answer 24

Arousal, as the intensity of the emotion
(non-excited to excited)

Question 25

How is Valence defined?

Answer 25

Valence is defined as the directionality of the emotion (from unhappy to happy)

Question 25

How is Dominance defined?

Answer 25

The participant’s level of dominance during the interaction
(from controlled to in control)

Question 26

What are the advantages of the SAM scale?

Answer 26

• It is correlated with implicit measures and probably captures part of the user’s automatic and unconscious reaction
• It quickly measure the perception of emotions.

Question 27

What are the 6 dimensions of the NASA TLX Scale ?

Answer 27

The scale consists of six dimensions: mental demand, physical demand, temporal demand, performance, effort and frustration level.

Question 28

What is the advantage of the TLX Scale?

Answer 28

The advantage of this scale is that it uses a double evaluation process which adds to its internal validity.

Question 29

How do we get the Customer Effort Score? (CES)

Answer 29

Divide the sum of the CES of all participants by the total number of participants.

Question 30

What do the perceptual and attitudinal measures asses?

Answer 30

The subjective appreciation of the participants, with regards to the experience and the evaluated object.

Question 31

When are perceptual and attitudinal measured?

Answer 31

Before and after the test.

Question 32

What is the main advantage of the System Usability Scale (SUS)

Answer 32

Its normative nature,due to its very high use in the professional and scientific literature, it is possible to compare the SUS results of our own evaluation with publicly available results

Question 33

How do we calculate the SUS score?

Answer 33

1. Subtract 1 from the odd items (i.e. the value of the participant’s response) ;
2. Subtract 5 from even items;
3. Add the recalculated items;
4. Multiply the sum by 2.5 (the result varies between 0 and 100); and,
5. Compare the result obtained with the limits below, which are generally used for the analysis of this scale:

Question 34

What does The WebQual scale measure?

Answer 34

The WebQual scale measures the quality of an eCommerce website.

Question 35

What are the 12 dimensions of the WebQual?

Answer 35

1. ease of understanding
2. intuitive operations
3. response time
4. trust in the website
5. tailored communications
6. informational fit-to-task
7. emotional appeal
8. visual appeal
9. Innovativeness
10. consistent image
11. online completeness
12. relative advantage.

Question 36

When are measures of intentions evalutated?

Answer 36

Measures of intention are prospectively interested in the future actions of users in relation to the experience and the object being evaluated. They are therefore measured before and after the test.

Question 37

What is the The Net Promoter Score (NPS)?

Answer 37

This tool is used to measure user loyalty. It is usually used before or after the task, or after the test.

Question 38

What is the aim of the NPS?

Answer 38

The NPS aims to answer the following question: “What is the probability that you will recommend brand X to a friend, colleague or relative?”.

Question 39

How is the NPS Calculated?

Answer 39

the NPS of the promoters is calculated as the difference between the percentage of promoters and detractors. It is expressed as an absolute number.

Question 40

What does the The Customer Satisfaction Score (CSAT) measure?

Answer 40

The Customer Satisfaction Score (CSAT) is a tool to measure satisfaction through a single simple question, which explains its popularity.

Question 41

How is the CSAT measured?

Answer 41

It uses a discrete 5-point scale from very satisfied to not satisfied at all (very satisfied, satisfied, neutral, not very satisfied and not satisfied at all).