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ux-research-interview-questions > ux-research-at-scale > Flashcards

ux-research-at-scale Flashcards

1
Q

What is the population of interest?

A

Total people of interest that researchers expect to be representative for a survey.

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2
Q

What is a sample of the population?

A

Subset of the individuals that represent the population of interest.

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3
Q

What are the 3 different types of samples?

A

Census: every member of the population

Convenience: survey is public and only volunteers choose to participate.

Probability: Sample randomly from the population.

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4
Q

In survey language, what is the instrument of the survey?

A

the instrument is another name for questionaire. In other words, the questions that we want to ask.

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5
Q

What is the concept of error?

A

Error is the way we may accidentally misrepresent the population.

For example, when polling for elections, we may get answers that are not representative of the population -> may lead to wrong outcome.

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6
Q

Give 4 examples of how can we introduce erros in our population?

A

1. Coverage error: out initial population is not correctly selected

2. Sampling error: our sample does not represent accurately the population of interest.

3. Non response error: people do not respond to questions or certain items.

4. Measurement error: questions that are ambigous may lead to uncertatin answers (eg questions use the part AND)

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7
Q

What is social desirability?

A

In social psychology, people have an inconscious bias to be liked by others and to do behaviors that may be accepted by others.

This poses problems where certain answers my be perceived as not good seen by society (eg how many days do you drink per week?).

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8
Q

What are the main considerations when defining a population of interets for a survey?

A

Demographics: who are we targeting?

Survey mode: How are we targeting the population?

Relationship with the product (old people may not be interested in the latest iphone for example)

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9
Q

What is the difference between probability vs non-probability sampling?

A

In probability sampling every member of the population has an equal chance of being selected. In non-probability sampling not.

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10
Q

What is a sampling frame?

A

A list of the items or people forming a population from which a sample is taken.

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11
Q

What are the 4 min common non-probability sampling procedures?

A

Convenience sampling: Ask someone to participate in a sampling. For instance, a group of friends or colleages

Snowball sampling: Ask a survey participant to forward the survey to common connections.

Purposive/Selective sampling: Target specific parts of the population.

Panels: groups of curated participants.

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12
Q

What are panels and what are the advantages of using them?

A

Group of people that has been previously arranged.

Advantages

  1. Reduced cost
  2. Good demographic info
  3. Easy to reach

Disadvantages

Remain non-probability

Participants may become expert survey participants

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13
Q

Define survey mode and give examples.

A

The mode is how the survey is delivered. For example: by phone, mail, pop-up, face to face etc.

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14
Q

What is aquiescence?

A

In social psychology, it refers to the human trait of wanting to agree with people in general. This is mostly an unconscious bias.

In general, people to want to look like agreable humans!

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15
Q

What are the main considerations when building instruments?

A
  1. Cost > different methods have very different costs that dictate the success of an approach.
  2. Respondent Burden > when the burden is too high (too many questions) there is higher non-response or item non response error.
  3. Flexibility > certain modes allow more interactive experience, for instance web survey allow questions to be skiped.
  4. Adaptability > Trigged the questionaire at certain moments (when leaving a website, or finish a purchase, pop up or message my cue an answers to a question)
  5. Mixed Methods > Maximize the strengh of a procedure.
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16
Q

How do you define Response Rate? Why is it important?

A

Response rate is the number of responses over total number of sample members.

  1. Allows more conficente in survey results
  2. Able to detect small changes
  3. If population is heterogenenous, then high response rates allow better characterization.
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17
Q

What is the social exchange theory and how it can affect response rate?

A

According to Social Exchange Theory people consider cost-benefits in complying with a request.

Thus, it is important to increase the benefits while reducing the costs.

People need to trust in the exchange.

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18
Q

What strategies can be used to increase the BENEFITS of responsing?

A

Highlight the benefits > How the response will be used (eg for social good!)

Ask interesting questions > demographics are boring! move them later in the survey

Make clear statement about trustworthiness > eg non-profit name increas trust of the respondent in the survey

Stress that opportinities are limited! > highlight that participates is only for a part of the population. relates to the concept of social loafting

Let them know that others have done it. Create a social normal (nudge!). This is usually related to the herd effect.

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19
Q

What is social loafting?

A

People tend to put less effort when they are part of a group mostly because there is an intuititon that someone else will do it.

Because all members of the group are pooling their effort to achieve a common goal, each member of the group contributes less than they would if they were individually responsible.

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20
Q

What are incentives and how can they be used?

A

Incentives happen when a token or gift is offered to the participant. They can be used to increase the benefits but they have addictive effect if not used properly. People can just answers to get the gift!

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21
Q

What strategies can be used to reduce the COSTS!

A

Reduce the LENGTH! Less questions increase RR

Reduce complexity. Open ended questions are often perceived as requiring too much effort.

good visuals matter! clear and readable questions with clear structure.

Avoid subordinative language. People do not like commands!

Match survery to audience. Certain types of survey are better for certain populations.

Provide estimate time for completion.

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22
Q

What is the importance of trust in survey response?

A

1 - Reduces non response

2 - Respondents may participate again in the future.

3 - Better quality of the data. more reliable.

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23
Q

What is the problem with questions that require the use of memory?

For instance, what did you do last week?

A

Human memory fades with time and answers can be unreliable.

Mundane stuff is NOT commit to memory (washing the teeth, check phone for trivial tasks, etc)

Humans are bad with dates and timeseries!

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24
Q

In mode delivery, what is the main difference of asking a questions vs reading a question?

A

In Aural mode: people tend to remember the last part of the question

In Readling mode: people tend to remember the START of the question.

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25
Q

What is the main logic behing the scientific method applied to business of UX research?

A

Research goals > concept > questions > measurements > focus group

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26
Q

What is the 3-part anatomy of a survey question?

A
  1. STEM
  2. Additional info
  3. Response area
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27
Q

What are open ended questions? and what are the 3 main types?

A

Questions that allow freendom and no limit of response. They affect compliance because they are usually harder to answer.

Open ended questions can be:

1 - Descriptive

2 - Numerical response

3 - List of items

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28
Q

What are close ended questions? What are the main subtypes?

A

Closed ended questions limit the number of answers that the responded can give.

They are devided in:

  1. Nominal > There is not logical order in their nature (eg no grading, categorical)
  2. Ordinal > There is a logical order in the answer (eg rate experience, how many times, best or worse)
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29
Q

What are likert scales?

A

Likert sales are a 1-5 close ended ordinal scales to measure agreement with various statements. It is the most widely used approach to scaling responses in survey research.

30
Q

Why should we not use jargon and complex wording?

A

Jargon and Complex words reduce response rate because they increase the cost of complying with the question. Also, respondents may not understand the question, even if it looks simple to the researcher!

31
Q

What is the problem with double negatives in question drafting?

A

People have difficult with understanding double negatives. This affects response rate and increases cost!

32
Q

Why should we avoid double barrel question?

A

These questions can lead to measurement error because they create unclear measurements of concepts that are mixed. Double questions should be split.

33
Q

What is the issue with push pull types of questions?

A

Push pull happens when the questions suggests a type of answer. This bias the response and induces measuremenet error.

34
Q

What makes the following question a bias question?

Do you favor the following statement?

A

It should be written

do you favor or oppose the following statement?

Otherwise it will prime the respondent to think in terms of favor.

35
Q

What is the “I dont know dilema” when drafting close endded questions?

A

Respondents may not know the answer or the answer is not there. This creates either an item non response, or measurement error or even complete non response.

Introducing the dont know answer, may lead to people using it too often making the survey unhelpful or not representative.

36
Q

What is the problem with lists that are not mutually exclusive?

A

creates situation in which 2 categories might be correct and leads to doubt. This increases the costs and makes RR drop.

37
Q

What is the problem with sliders when asking for ordinal close ended input?

A

people are more likely to drop off. Also it is important to know the mode of delivery. For instace, rendering of the survey may affect how people see the options (and the slider may not be properly rendered)

38
Q

Why randomization of nomianal close ended questions is recommended?

A

To reduce bias (eg people always choose the first option)

39
Q

What are the 2 main types os close ended, ordinal questions? and give examples.

A

Unipolar and Bipolar.

Unipolar

from 0 to 5

Bipolar

very likely

somewhat likely

neither

not likely

very unlikely

40
Q

What is the Net Promoter Scorer?

A

Uses a likert scale from 1-10 to measure customer experience and predict business growth.

% promoters - % detractos = NPS

Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.

Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

The advantage is that NPS allows to compare measurements accross surveys.

Disadvantages is that we cannot know the WHY of the score.

41
Q

What is the System Usability Scale - SUS?

A

Reliable tool for measuring the usability. It consists of a 10 item questionnaire with five response options for respondents; from Strongly agree to Strongly disagree.

This system cannot inform about the WHY, only about what

42
Q

What is the Single Ease Question - SUQ?

A

How difficult the user finds the task. Goes from 1-7 or very difficult to very easy.

Great at measuring difficulty. It works best when asked after performing the task.

43
Q
A
44
Q

What is the tecnology acceptance model?

A

Using the [insert tool] would make my task easier.

needs more info

45
Q

What is the STANDERTIZED USER EXPERIENCE PERCENTILE RANK QUESTIONAIRE - SURP-Q?

A

Developed by Jeff Souro, it is a one stop way to mesure USABILITY, TRUST, LOYALTY and APPEARANCE. It has 8 questions: 7 likart close ended ordinal and 1 net score promoter.

46
Q

Give 5 examples of great aesthetic tips for developing surveys?

A
  1. User Darker and Larger Fonts
  2. Keep consistency over questions
  3. Choose fonts that maximize legilibility.
  4. Do not use all caps questions. simulates shouting.
  5. separate question stem from additional information with differnt font, style.
  6. Box size in one ede questions primes respondend for size of answer.
  7. Use always the same format.
  8. Place most important questions first.
  9. Avoid clutter/unimportant information
47
Q

What does research at scale means?

A

It can mean scale of impact or scale in terms of number of users affected.

48
Q

What is the maturity model and why is it important for UX research?

A

The research done is only as good as it is able to be actionable. Thus, research at scale is only possible if the company can execute actions that will result in insights.

49
Q

What is the best way to summarize results?

A
  1. Have stakeholders be part of the study
  2. Create shows of videos explaining the whole procedure
  3. Bullet point findings
  4. executive summary
  5. extensive report
50
Q

What is behavioral analytics?

A

Helps understand how users are taking advantage of the current experience.

It helps identifying problems and areas of opportunity.

Identify trends over time.

helps establishing KPI

51
Q

What are the 4 core parts of behavioral analytics?

A

Measurement

Collection of data

Analysis

Reporting

52
Q

Metrics. what are HITS?

A

interaction that generates data.

53
Q

Metrics. What is time on webiste?

A

Time spent on the website. It is calculate by timestamp of first hit - timestamp of last hit.

54
Q

Metrics. What is ENGAGEMENT?

A

Relationship vs time spend on website vs number of pages viewed.

55
Q

Metrics. What are VISITS or SESSIONS?

A

Series of page requests. keep in consideration that people spend time on multiple pages.

Did they spend time on single pages or multiples?

56
Q

Metrics. What are impressions?

A

Number of times advertizing has been displayed on a webpage, does not necesseraly mean people saw it.

57
Q

What is the BOUNCE RATE?

A

% visits that resulted in a single page visited.

58
Q

What is page depth?

A

Size of visit in terms of pages viewed.

Average session = total pege views / total visits

59
Q

What is click path?

A

Chronological sequence of page views within a visit or session.

Monitoring the navigation of visitors can help ecommerce merchants identify bottlenecks to the checkout page. There are two ways to analyze paths in Google Analytics: Behavior Flow and Navigation analysis

60
Q

What is remote testing?

A

Get outside of the lab to see how people are interacting with products in the settings that they are using them in.

Moderator and Participants are in different locations.

Benefits?

1- cheaper,

2 - different geographics locations,

3 - less time consuming,

4 - highligts context

Disadvantages

1 - techincal challegnes (wifi, reliable connection, software and hardware disparities)

61
Q

What is the different between remote testing moderated vs non-moderated.

A

Testing in the presence of a moderator that can clarify issues and provide additional info.

Unmoderated: respondends is at home and follows a script of what to do. this includes

Qualitative/User-reported: participants provide feedback throughtout the task

Quantitative: performance data is collected automatically, compared to ideal (task success, time on task)

62
Q

Examples of questions around WHO that can be asked during remote testing?

A

What are people’s preferences?

What are people’s needs?

63
Q

What are the pros and cons of unmoderated remote testing?

A

Adv

1 - collected high volume of data,

2 - Good when time is critical factor

Cons

1 - Cannot probe

2 - No real-time support

3 - things can go off track

64
Q

Examples of questions around WHAT that can be asked during remote testing?

A

What features are working or not working with people?

What are the expectations?

What are people doing?

What would they prefer to do?

65
Q

Examples of questions around WHEN that can be asked during remote testing?

A

No possible to answer with remote testing.

66
Q

Examples of questions around WHERE that can be asked during remote testing?

A

Where do people expect to find content?

Whare should calls to action or controls be located?

Where do peple expect to find information?

67
Q

Examples of questions around WHY that can be asked during remote testing?

A

Why do people behave the way they do?

Why are certain functions resonante?

68
Q

What is best use for remote moderated testing?

A

Time is a limitation

Exploratory tests

You want to see users digital context (home computer, etc)

69
Q

What are the pros of remote moderated testing?

A

You can do more testing

finding just right participats is easy

Probe when appropriate (eg doctors may not have a free schedule to come in the lab)

70
Q

When is the best time to use remote unmoderated testing?

A

When timeline is short,

participants are dispersed

solid instructions, many methods

capture quantitative data.

71
Q

What is the meaning of PII?

A

Personal Identifiable Information

72
Q
A

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