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Introduction to UX Research: Designing Surveys That Don't Suck!

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Introduction to UX Research: Designing Surveys That Don't Suck!

  1. 1. Will Evans Yana Kuchirko
  2. 2. "They've done studies, you know. 60% of the time, it works every time. ” - Brian Fantana 06/16/12 2
  3. 3. Surveys Aren’t Objective They are created by people who are biased and analyze their results based on their own (mis)perceptions. 06/16/12 3
  4. 4. Epistemological Dead End? No. Awareness that the researcher plays an integral role in the process of measuring any given phenomena by deciding how to measure is key. There are ways to minimize researcher bias by creating better questions. 06/16/12 4
  5. 5. Methods are not “just methods” How you measure what you are studying shapes what you find. 06/16/12 5
  6. 6. Let’s say you are studying… How often teenagers use your website 06/16/12 6
  7. 7. You might ask teenagers… “How often do you my website?” c.Very rarely d.Rarely e.Occasionally f.Frequently g.Very frequently Response options source: http://www.dataguru.org 06/16/12 7
  8. 8. You might ask teenagers… “How often do you my website?” c.Very rarely d.Rarely And what’s wrong e.Occasionally with these???? f.Frequently g.Very frequently Response options source: http://www.dataguru.org 06/16/12 8
  9. 9. You might ask teenagers… “How often do you my website?” ! !! VI TY EC TI c.Very rarely BJ d.Rarely SU And what’s wrong e.Occasionally with these???? f.Frequently g.Very frequently Response options source: http://www.dataguru.org 06/16/12 9
  10. 10. “Hmmm, for me “frequently” really means….” A few times a week A few times a day So what are we really measuring? NOISE. 06/16/12 10
  11. 11. What is “noise”? What we observe… 06/16/12 11
  12. 12. What is “noise”? We WANT this! We DON’T WANT this! 06/16/12 12
  13. 13. An imaginary scenario Let’s really stretch our thinking a bit here to provide a more concrete understanding of “noise” in your data. Imagine you have AT&T phone service and you’re trying to make a call. The signal isn’t clearly going through and you end up hearing everything but the other person’s voice. Frustrating, right? Thank God this is only a pretend scenario. 06/16/12 13
  14. 14. How is AT&T related to “Noise”? When you develop bad questions, you don’t “hear” the message of your data clearly. 06/16/12 14
  15. 15. So…why is “noise” bad??? • Badly structured and poorly worded questions that obfuscate meaning for participants provide bad data. • Bad data – Doesn’t answer your research question – Makes it difficult to interpret results – Is pretty much useless. 06/16/12 15
  16. 16. More bad examples of frequently used response options a. Completely satisfied a. Totally like b. Very satisfied b. Very much like c. Fairly well satisfied c. Moderately like d. Somewhat dissatisfied d. Somewhat like e. Very dissatisfied e. Not like What’s the difference between What’s the difference between “fairly well” and “somewhat”? “moderately like” and “somewhat like”? 06/16/12 16
  17. 17. More bad examples of frequently used response options a. Completely satisfied a. Totally like b. Very satisfied b. Very much like c. Fairly well satisfied c. Moderately like d. Somewhat dissatisfied d. Somewhat like e. Very dissatisfied e. Not like What’s the difference between What’s the difference between “fairly well” and “somewhat”? “moderately like” and “somewhat like”? Semantics 06/16/12 17
  18. 18. Words like…. • Sometimes • Often • Moderately • Very • Not very much Are subjective = they mean different things for different people 06/16/12 18
  19. 19. A better alternative? Actually asking people how often they do certain activities. 06/16/12 19
  20. 20. In order to gather objective data… …your questions must mean the same thing for everyone. How often do you use my website? d.Never e.A few times a year f.Once a month g.2-3 times a month h.Once a week i.A few times a week j.Every day “Never” means never for everyone! 06/16/12 20
  21. 21. Importance of “Anchors” Responses options serve as “anchors” for each question, determining the “location” of each responses as qualitatively distinct from the other. 06/16/12 21
  22. 22. Importance of “Anchors” Responses options serve as “anchors” for each question, determining the “location” of each responses as qualitatively distinct from the other. Strongly Strongly disagree Disagree Neutral Agree Agree 06/16/12 22
  23. 23. (Ideal) Response Symmetry • Good questions aim to have symmetrical quantitative/qualitative distance between anchors a. Never b. A few times a year The distance between “never” and c. Once a month “a few times a year” is proportionate to d. 2-3 times a month “every day” and “a few times a week”. e. Once a week f. A few times a week g. Every day 06/16/12 23
  24. 24. Adherence to Logic & Linearity People are accustomed to paradigms that are intuitive, and often “linear”. Anchors should not be the exception. 06/16/12 24
  25. 25. Intuitive Anchor Directions Never Always Disagree Agree Very poor Very good Not very Very important Important 06/16/12 25
  26. 26. Value of Clarity If questions are clear and concise, participants would spend less time analyzing the questions themselves and more time on answering them. Mystic Arts, LLC 06/16/12 26
  27. 27. So do good questions guarantee valid results? • No. But good questions offer more assurance that you are listening to signal and not the noise. • But answering your research question can be done in other ways • Behavioral Observations • Open ended qualitative questions • Many more… 06/16/12 27
  28. 28. The End. So was this presentation simply awesome? a. Hell yeah! b. Definitely! c. Totally rocked! 06/16/12 28
  29. 29. Thanks!
  • PEJCICIvan

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  • MeredithPatrick1

    Mar. 23, 2019
  • CesarGarcia195

    Sep. 4, 2017
  • urnath

    Jan. 15, 2017
  • amifarakaniz

    Feb. 25, 2016
  • sbepstein

    Sep. 10, 2015
  • retta

    Apr. 27, 2015
  • JanelleLawless

    Mar. 26, 2015
  • lizheston

    Mar. 7, 2015
  • dswarner68

    Nov. 18, 2014
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    Nov. 8, 2014
  • kaskakozikowska

    Jun. 12, 2014
  • uxlotus

    Jun. 6, 2014
  • brunomsaid

    Feb. 13, 2014
  • amydecicco

    Jul. 26, 2013
  • safeharb

    Jun. 16, 2013
  • KrayF

    Jun. 6, 2013
  • JohnChurchwell

    Feb. 26, 2013
  • BillyChoi

    Nov. 13, 2012
  • julianafrost

    Aug. 8, 2012

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