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UX Research > UX Research Module 2 > Flashcards

UX Research Module 2 Flashcards

1
Q

What are the most commonly used sources of data for UX data

A

Analytics, Qualitative User Test and Interviews

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2
Q

What are the 3 things web analytics are related to?

A
  1. Who are the users?
  2. How did users reach your website?
  3. What do users do on your website?
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3
Q

What are the 3 tasks involved in analysis of Web analytics

A
  1. Identify problems
  2. Investigate problems
  3. Find the cause of the gaps between data
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4
Q

CRM and Web Analytics data are good sources of?

A

customer/user behaviour.

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5
Q

What criteria must be met for a correlation to be considered causal?

A
  1. Two variables must vary together
  2. The relationship must be plausible
  3. Cause must precede the effect in time
  4. Relationship must not be affected by a third variable.
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6
Q

What is a positive correlation?

A

**Positive Correlation: **
both variables vary in the same direction.

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7
Q

Why are Industry Reports usefull?

A
  • insights to persona
  • provide data
  • saves time and money
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8
Q

What is a neutral correlation?

A

Neutral Correlation:
No relationship between the variation of both variables.

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9
Q

What is a Negative Correlation?

A

Negative Correlation: variables vary in opposite directions.

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10
Q

Web analytics data should be combined with?

A

Qualitative data collected through other means.

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11
Q

What three main things does the analysis of web analytics data lets you do in UX?

A
  1. Identify problems;
  2. Investigate problems;
  3. Combine the data with qualitative data collected through other means to get a more complete picture of the interaction.
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12
Q

What does CRM stand for?

A

Customer Relationship Management.

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13
Q

What does a CRM track?

A

The past interactions between clients and the organization.

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14
Q

What is a Database?

A

A database is a set of structured data, mostly available
and stored electronically in computerized software, commonly called
DBMS or Database Management System.

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15
Q

What are some tips when using databases?

A
  1. Ensure that the source of the data is credible and reliable
  2. Do not jump to conclusions
  3. Cross-reference and / or compare
  4. Add context to the data
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16
Q

What is Causality?

A

the variation in the independent variable inducing the variation in the dependent variable

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17
Q

How can Causality be established?

A

Only through statistical analysis

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18
Q

What is the process for a litt review?

A
  1. Define the subject;
  2. Search the literature;
  3. Assess the quality of the material and select the ones to include in your review;
  4. Synthesize the material;
  5. Format the report depending on the objectives of your literature review.
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19
Q

How can we assess the quality of an article?

A

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?

20
Q

What type of source are industry reports?

A

Secondary data sources: they are produced by other parties
and they are not specifically built for your informational needs.

21
Q

What are 5 types of UX benchmarks?

A
  1. Comparing quantity and quality of the features between different providers of the same service;
  2. Comparing UI (User Interface) design paradigms to see where the current standards lay;
  3. Surveying the best practices and inspirational interface designs;
  4. Comparing performance measurements for current competitors;
  5. Comparing perceptual responses for current competitors.
22
Q

What are 2 dissadvantages of interviews?

A
  1. The quality depends on the qualifications of the interviewer
  2. The time that is needed for the data collection
    and analysis.
23
Q

What are 3 types of interviews?

A
  1. Structured interviews,
  2. semi-structured interviews,
  3. and unstructured interviews.
24
Q

What does a structured interview consist of?

A
  • 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.
25
Q

What does a semi-structured interview consist of?

A
  • 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.
26
Q

What does a unstructured interview consist of?

A

They do not have predefined questions, but only a list
of general topics to be discussed.

27
Q

What does a focus group consist of?

A

It involves multiple participants at the same time.
Like interviews, it provides rich and insightful data, which are generated from direct conversations with users.

28
Q

What is data collection by naturalistic observations?

A

It is Observing ausers directly while having the experience we are interested in researching

29
Q

What are the 2 types of open ended questions?

A
  1. full open-ended - a question with as few constraints as possible.
  2. an open-ended option within a close-ended question by offering the possibility of an “other” option
30
Q

What are some advanatges of surveys?

A
  • 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
31
Q

What are some disadvanatges of surveys?

A
  • 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.
32
Q

What does NPS stand for?

A

Net Promoter Score - It’s used to assess if people are recommending or not your brand or product.

33
Q

What does SUS stand for?

A

System Usability Scale - measures usability

34
Q

What does CSAT stand for?

A

Customer Satisfaction - measures overall satisfaction with the product, service, or platform

35
Q

What is a UX Lab Experiement?

A

its a method that aims at validating or invalidating previously defined hypotheses by manipulating some aspects of the situations namely,
the independent variables.

36
Q

What is behavioural quantitative data?

A

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.

37
Q

What does learnablity refer to?

A

The time and effort needed to become proficient
in using an interface.

38
Q

What does Psychophysiological data captured from?

A

the user’s body in order to better
understand what goes on in her mind in real-time.

39
Q

What kind of methods can be used to track Psychophysiological data for websites?

A
  • eye tracking
  • heatmaps
  • opacity maps
40
Q

What tools can be used to measure brain activity
and thus provide information about the user’s cognition?

A
  • eye tracking
  • brain blood flow (fmri)
  • brain electric signal measureing (electroencephalogram, EEGs)
41
Q

Whata re the 2 most common tools used to assess emotional arousal and valence?

A
  • electrodermal activity (arousal)
  • automatic facial emotion recognition (valence)
42
Q

What are some internal secondary data methods?

A

-Web Analytic
-CRM Data,

42
Q

What are some external secondary data methods?

A
  • Literature Review
  • Databases
  • Industry Reports
43
Q

What are some Qualitative primary data methods?

A
  • Interviews
  • Focus Group
  • Naturalistic Observations
  • Qualitative Questions in Surveys
44
Q

What are some Perceptual Quantitative primary Data methods?

A

-Surveys
- Experiments
- Experiments Behavioural Quantitative Data

UX Research (3 decks)

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