UX Research Module 2 Flashcards
What are the most commonly used sources of data for UX data
Analytics, Qualitative User Test and Interviews
What are the 3 things web analytics are related to?
- Who are the users?
- How did users reach your website?
- What do users do on your website?
What are the 3 tasks involved in analysis of Web analytics
- Identify problems
- Investigate problems
- Find the cause of the gaps between data
CRM and Web Analytics data are good sources of?
customer/user behaviour.
What criteria must be met for a correlation to be considered causal?
- Two variables must vary together
- The relationship must be plausible
- Cause must precede the effect in time
- Relationship must not be affected by a third variable.
What is a positive correlation?
**Positive Correlation: **
both variables vary in the same direction.
Why are Industry Reports usefull?
- insights to persona
- provide data
- saves time and money
What is a neutral correlation?
Neutral Correlation:
No relationship between the variation of both variables.
What is a Negative Correlation?
Negative Correlation: variables vary in opposite directions.
Web analytics data should be combined with?
Qualitative data collected through other means.
What three main things does the analysis of web analytics data lets you do in UX?
- Identify problems;
- Investigate problems;
- Combine the data with qualitative data collected through other means to get a more complete picture of the interaction.
What does CRM stand for?
Customer Relationship Management.
What does a CRM track?
The past interactions between clients and the organization.
What is a Database?
A database is a set of structured data, mostly available
and stored electronically in computerized software, commonly called
DBMS or Database Management System.
What are some tips when using databases?
- Ensure that the source of the data is credible and reliable
- Do not jump to conclusions
- Cross-reference and / or compare
- Add context to the data
What is Causality?
the variation in the independent variable inducing the variation in the dependent variable
How can Causality be established?
Only through statistical analysis
What is the process for a litt review?
- Define the subject;
- Search the literature;
- Assess the quality of the material and select the ones to include in your review;
- Synthesize the material;
- Format the report depending on the objectives of your literature review.
How can we assess the quality of an article?
by asking ourselves
a) How pertinent is this information to my inquiry
and
b) How reliable is this information? Was their methodology sound and properly applied?
What type of source are industry reports?
Secondary data sources: they are produced by other parties
and they are not specifically built for your informational needs.
What are 5 types of UX benchmarks?
- Comparing quantity and quality of the features between different providers of the same service;
- Comparing UI (User Interface) design paradigms to see where the current standards lay;
- Surveying the best practices and inspirational interface designs;
- Comparing performance measurements for current competitors;
- Comparing perceptual responses for current competitors.
What are 2 dissadvantages of interviews?
- The quality depends on the qualifications of the interviewer
- The time that is needed for the data collection
and analysis.
What are 3 types of interviews?
- Structured interviews,
- semi-structured interviews,
- and unstructured interviews.
What does a structured interview consist of?
- Has a list of carefully thought out questions that will be asked to each user, in the same exact way.
- Use a mix of closed questions, with predetermined choices, and open-ended questions.
What does a semi-structured interview consist of?
- It has only a few questions prepared
in advance, so the interviewer can orient the participant in some broad directions. - The questions are open to allow participants to develop their thoughts as much as they wish.
What does a unstructured interview consist of?
They do not have predefined questions, but only a list
of general topics to be discussed.
What does a focus group consist of?
It involves multiple participants at the same time.
Like interviews, it provides rich and insightful data, which are generated from direct conversations with users.
What is data collection by naturalistic observations?
It is Observing ausers directly while having the experience we are interested in researching
What are the 2 types of open ended questions?
- full open-ended - a question with as few constraints as possible.
- an open-ended option within a close-ended question by offering the possibility of an “other” option
What are some advanatges of surveys?
- can reach a large number of participants in a short amount of time
- Participation is not limited by geography
- Flexible in the ways you can administer the survey to participants
- Data collection is extremely quick
- Can target precise participant profiles through screening questions
What are some disadvanatges of surveys?
- They do not provide deep insights
about respondents’ opinions and attitudes - mostly limited to close-ended questions.
- focused on respondents’ opinions and intentions
rather than their actual behaviours.
What does NPS stand for?
Net Promoter Score - It’s used to assess if people are recommending or not your brand or product.
What does SUS stand for?
System Usability Scale - measures usability
What does CSAT stand for?
Customer Satisfaction - measures overall satisfaction with the product, service, or platform
What is a UX Lab Experiement?
its a method that aims at validating or invalidating previously defined hypotheses by manipulating some aspects of the situations namely,
the independent variables.
What is behavioural quantitative data?
It is derived from actual behaviours of users, not from
their self-reported answers. It is also less subject to biases such as memory bias and social desirability bias.
What does learnablity refer to?
The time and effort needed to become proficient
in using an interface.
What does Psychophysiological data captured from?
the user’s body in order to better
understand what goes on in her mind in real-time.
What kind of methods can be used to track Psychophysiological data for websites?
- eye tracking
- heatmaps
- opacity maps
What tools can be used to measure brain activity
and thus provide information about the user’s cognition?
- eye tracking
- brain blood flow (fmri)
- brain electric signal measureing (electroencephalogram, EEGs)
Whata re the 2 most common tools used to assess emotional arousal and valence?
- electrodermal activity (arousal)
- automatic facial emotion recognition (valence)
What are some internal secondary data methods?
-Web Analytic
-CRM Data,
What are some external secondary data methods?
- Literature Review
- Databases
- Industry Reports
What are some Qualitative primary data methods?
- Interviews
- Focus Group
- Naturalistic Observations
- Qualitative Questions in Surveys
What are some Perceptual Quantitative primary Data methods?
-Surveys
- Experiments
- Experiments Behavioural Quantitative Data
