Quantitative Research Methods Flashcards
What is Quantitative Research?
Task Completion Rates
Usability Testing | Measuring the percentage of users who successfully complete a task.
Time on Task
Usability Testing | Tracking how long users take to complete a task
Error Rate
Usability Testing | Counting the number of errors made during task completion.
Efficiency Metrics
Usability Testing | Combining task success and time data to evaluate usability efficiency.
Closed-Ended Questions
Surveys and Questionnaires | Multiple-choice, Likert scales, and rating questions.
System Usability Scale (SUS)
Surveys and Questionnaires | A standardized 10-item questionnaire to measure usability
Net Promoter Score (NPS)
Surveys and Questionnaires | Measures users’ likelihood of recommending a product or service.
Customer Satisfaction Score (CSAT)
Surveys and Questionnaires | Evaluates user satisfaction on specific interactions or the overall experience.
User Effort Score (UES)
Surveys and Questionnaires | Assesses the perceived effort to complete a task.
A/B Testing
Comparing two versions of a design (e.g., A vs. B) to identify which performs better based on predefined metrics such as click-through rates (CTR), conversion rates, or engagement levels.
Click Maps
Heatmaps and Click Tracking | Shows where users click most on a page.
Scroll Maps
Heatmaps and Click Tracking | Displays how far users scroll down a page.
Hover Maps
Heatmaps and Click Tracking | Tracks mouse movements to infer areas of interest
Web Analytics
Tools like Google Analytics or Adobe Analytics to measure:
- Page views
- Bounce rates
- Session duration
- Conversion rates
Behavior Flow
Analytics | Analyzing how users navigate through a site or app.
Funnels Analysis
Analytics | Understanding drop-off points in a sequence of steps (e.g., checkout process).
Eye-Tracking Studies
Measuring where users focus their gaze and for how long, generating heatmaps or gaze plots.
Provides metrics such as:
1. Fixation Duration: How long users focus on specific elements
2. Saccades: Eye movement speed and patterns
Multivariate Testing
Testing multiple variables simultaneously to identify the best-performing combination of design elements.
Remote Usability Testing
Automated tools (e.g., Maze, UsabilityHub) to collect quantitative data on task success, time on task, and error rates.
Session Replay Analysis
Reviewing recorded sessions of user interactions to gather frequency-based quantitative insights like:
- Errors
- Click patterns
- Abandonment rates
UX Benchmarking
Benchmarking | Measuring the usability of a product against industry standards or competitors.
Competitive Analysis
Benchmarking | Quantitative comparison of key performance metrics across similar products.
Statistical Analysis of Open and Closed Sorting
- Measuring agreement among participants on groupings.
- Using tools like similarity matrices to quantify results.
Tree Testing
Testing a site’s hierarchical structure (navigation or taxonomy) and analyzing metrics like:
- Success rates
- Time taken to find information
- Incorrect paths taken
Quantitative Persona Validation
Using survey data or analytics to validate persona attributes, such as demographics or behavior patterns.
First Click Testing
Measuring the success rate of users’ first clicks on an interface and its impact on task success.
Descriptive Statistics
Statistical Data Analysis | Mean, median, mode, standard deviation.
Inferential Statistics
Statistical Data Analysis | Hypothesis testing, regression analysis, confidence intervals
Correlation Analysis
Understanding relationships between variables (e.g., time spent vs. satisfaction)
Keystroke Level Modeling (KLM)
Predicting the time it will take users to perform tasks based on interactions like typing and clicking
ABN Testing
Expanding A/B testing to include multiple variations (e.g., A/B/C/D) to test different combinations
Path Analysis
Tracking and quantifying user flows through a product to uncover common paths and bottlenecks
Task Load Index (NASA-TLX)
A quantitative measure of perceived task difficulty using weighted scales across factors like mental demand, physical demand, and performance
Quantitative Feedback from Interviews
Collecting structured ratings alongside qualitative data in interviews (e.g., rating satisfaction on a scale of 1-10)
Social Media Analytics
Measuring metrics such as:
- Engagement rates
- Click-through rates
- Sentiment analysis (quantified through NLP tools)
Funnel Drop-off Analysis
Tracking how many users abandon tasks or journeys at specific stages
