Quantifying the user experience: practical statistics for user research
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam ; Boston ; Heidelberg ; London ; New York ; Oxford ; Paris ; San Diego ; San Francisco ; Singapore ; Sydney ; Tokyo
Morgan Kaufmann
[2016]
|
| Ausgabe: | 2nd edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Literaturangaben |
| Beschreibung: | xxi, 350 Seiten Illustrationen, Diagramme |
| ISBN: | 9780128023082 0128023082 |
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Datensatz im Suchindex
| _version_ | 1804176269817937920 |
|---|---|
| adam_text | Contents
Biographies...........................................................................xv
Foreword............................................................................xvii
Preface to the Second Edition........................................................xix
Acknowledgments......................................................................xxi
CHAPTER 1
CHAPTER 2
Introduction and How to Use This Book............
Introduction.....................................
The Organization of This Book....................
How to Use This Book.............................
What Test Should I Use?......................
What Sample Size Do I Need?..................
You Don t Have to Do the Computations hy Hand
Key Points.......................................
Chapter Review Questions.........................
Answers to Chapter Review Questions..............
References.......................................
Quantifying User Research
What is User Research?...........................
Data from User Research..........................
Usability Testing................................
Sample Sizes.................................
Representativeness and Randomness............
Three Types of Studies for User Research.....
Data Collection..............................
Completion Rates.............................
Usability Problems (UI Problems).............
Task Time....................................
Errors.......................................
Satisfaction Ratings.........................
Combined Scores..............................
A/B Testing......................................
Clicks. Page Views, and Conversion Rates.....
Survey Data......................................
Rating Scales................................
Net Promoter Scores..........................
Comments and Open-Ended Data.................
Requirements Gathering...........................
1
9
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..5
..6
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12
13
13
14
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vii
viii Contents
Key Points................................................................17
References................................................................18
CHAPTER 3 How Precise Are Our Estimates? Confidence Intervals 19
Introduction..............................................................19
Confidence Interval = Twice the Margin of Error........................19
Confidence Intervals Provide Precision and Location....................19
Three Components of a Confidence Interval..............................20
Confidence Interval for a Completion Rate.................................20
Confidence Interval History.......................................... 21
Wald Interval: Terribly Inaccurate for Small Samples...................21
Exact Confidence Interval............................................. 22
Adjusted-Wald: Add Two Successes and Two Failures......................22
Best Point Estimates for a Completion Rate.............................24
Confidence Interval for a Problem Occurrence...........................25
Confidence Interval for Rating Scales and Other Continuous Data...........26
Confidence Interval for Task-Time Data.................................29
Mean or Median Task Time?..............................................30
Geometric Mean.........................................................30
Confidence Interval for Large Sample Task Times........................33
Confidence Interval Around a Median....................................33
Key Points................................................................35
Chapter Review Questions..................................................36
Answers to Chapter Review Questions.......................................37
References................................................................38
CHAPTER 4 Did We Meet or Exceed Our Goal?.................................................39
introduction..........................*...................................39
One-Tailed and Two-Tailed Tests...........................................42
Comparing a Completion Rate to a Benchmark................................43
Small Sample Test............................................... ...*.43
Large Sample Test......................................................47
Comparing a Satisfaction Score to a Benchmark.............................48
Do at Least 75% Agree? Converting Continuous Ratings to Discrete.......50
Comparing a Task Time to a Benchmark......................................52
Key Points.............................................................. 55
Chapter Review Questions.................................................55
Answers to Chapter Review Questions.......................................56
References................................................................59
CHAPTER 5 Is There a Statistical Difference Between Designs?..............................61
Introduction..............................................................61
Comparing Two Means (Rating Scales and Task Times)........................61
Within-Suhjects Comparison (Paired t-Test).............................61
Contents
IX
Comparing Task Times...................................................65
Between-Subjects Comparison (Two-Sample f-Test)........................67
Assumptions of the f-tests.............................................71
Comparing Completion Rates, Conversion Rates, and A/B Testing..............73
Between-Subjects.......................................................73
Within-Subjects........................................................83
Key Points.................................................................93
Chapter Review Questions...................................................95
Answers to Chapter Review Questions........................................97
References................................................................102
CHAPTER 6 What Sample Sizes Do We Need? Part 1: Summative Studies........................103
Introduction..............................................................103
Why DoWc Care?........................................................103
The Type of Usability Study Matters...................................103
Basic Principles of Summative Sample Size Estimation..................104
Estimating Values.........................................................106
Comparing Values..........................................................112
What can I Do to Control Variability?.....................................118
Sample Size Estimation for Binomial Confidence Intervals..................119
Binomial Sample Size Estimation for Large Samples....................119
Binomial Sample Size Estimation for Small Samples....................120
Sample Size for Comparison with a Benchmark Proportion................123
Sample Size Estimation for Chi-Squared Tests (Independent Proportions)....125
Sample Size Estimation for McNemar Exact Tests (Matched Proportions)......128
Key Points................................................................132
Chapter Review Questions..................................................133
Answers to Chapter Review Questions.......................................135
References................................................................140
CHAPTER 7 What Sample Sizes Do We Need? Part 2: Formative Studies........................143
Introduction..............................................................143
Using a Probabilistic Model of Problem Discovery to Estimate
Sample Sizes for Formative User Research..................................143
The Famous Equation P(x 1) = 1 - (1 -pf............................143
Deriving a Sample Size Estimation Equation from 1 - (1 - pf..........145
Using the Tables to Plan Sample Sizes for Formative User Research.....146
Assumptions of the Binomial Probability Model.............................148
Additional Applications of the Model......................................149
Estimating the Composite Value of p for Multiple Problems
or Other Events.......................................................149
Adjusting Small-Sample Composite Estimates of p.......................149
X
Contents
Estimating the Number of Problems Available for Discovery
and the Number of Undiscovered Problems................................155
What affects the Value of p !..............................................157
What is a Reasonable Problem Discover) Goal?...............................157
Reconciling the “Magic Number Five” with ‘ Eight is not Enough”............160
Some History—The 1980s.................................................160
Some More History—The 1990s............................................161
The Derivation of the “Magic Number 5”.................................162
Eight is Not Enough—A Reconciliation...................................164
More About the Binomial Probability Formula
and its Small-Sample Adjustment............................................167
The Origin of the Binomial Probability Formula.........................167
How Does the Deflation Adjustment Work?................................169
Other Statistical Models for Problem Discovery.............................171
Criticisms of the Binomial Model for Problem Discovery.................171
Expanded Binomial Models...............................................172
Capture-Recapture Models...............................................173
Why Not Use One of These Other Models When Planning Formative
User Research?.........................................................173
Key Points.................................................................177
Chapter Review Questions...................................................179
Answers to Chapter Review Questions........................................179
References.................................................................180
CHAPTER 8 Standardized Usability Questionnaires............................................185
Introduction...............................................................185
What is a Standardized Questionnaire?..................................185
Advantages of Standardized Usability Questionnaires....................185
What Standardized Usability Questionnaires Are Available?..............186
Assessing the Quality of Standardized Questionnaires:
Reliability, Validity, and Sensitivity......;..........................187
Other Item Characteristics.............................................187
Post-Study Questionnaires..................................................189
QU1S (Questionnaire for User Interaction Satisfaction).................189
SUMI (Software Usability Measurement Inventory)........................190
PSSUQ (Post-Study System Usability Questionnaire)......................192
SUS (System Usability Scale)...........................................198
UMUX (Usability Metric for User Experience)............................211
UMUX-UTE...............................................................212
Experimental Comparison of Post-study Usability Questionnaires.........214
Post-Task Questionnaires...................................................216
ASQ (After-Scenario Questionnaire).....................................217
Contents
Xi
SEQ (Single Ease Question)............................................218
SMEQ (Subjective Mental Effort Question)..............................219
ER (Expectation Ratings)..............................................220
UME (Usability Magnitude Estimation)..................................221
Experimental Comparisons of Post-Task Questionnaires..................223
Questionnaires for Assessing Perceived Usability of Websites.............225
WAMMI (Website Analysis and Measurement Inventory)....................226
SUPR-Q (Standardized User Experience Percentile
Rank Questionnaire)...................................................227
Other Questionnaires for Assessing Websites...........................229
Other Questionnaires of Interest.........................................231
CSUQ (Computer System Usability Questionnaire)........................231
USE (Usefulness, Satisfaction, and Ease-of-Use).......................232
HQ (Hedonic Quality)..................................................232
EMO (Emotional Metric Outcomes).......................................233
ACSI (American Customer Satisfaction Index)...........................235
NPS (Net Promoter Score)..............................................235
CxPi (Forrester Customer Experience Index)............................236
TAM (Technology Acceptance Model).....................................237
Key Points...............................................................238
Chapter Review Questions.................................................239
Answers to Chapter Review Questions......................................240
References...............................................................242
CHAPTER 9 Six Enduring Controversies in Measurement and Statistics.......................249
Introduction.............................................................249
Is it OK to Average Data from Multipoint Scales?.........................250
On One Hand...........................................................250
On the Other Hand.....................................................251
Our Recommendation....................................................253
Do You Need to Test at Least 30 Users?...................................254
On One Hand...........................................................254
On the Other Hand.....................................................255
Our Recommendation....................................................256
Should You Always Conduct a Two-Tailed Test?.............................257
On One Hand...........................................................257
On the Other Hand.....................................................258
Our Recommendation....................................................258
Can You Reject the Null Hypothesis When p 0.05?........................259
On One Hand...........................................................259
On the Other Hand.....................................................259
Our Recommendation....................................................261
XII
Contents
Can You Combine Usability Metrics into Single Scores?.....................263
On One Hand............................................................263
On the Other Hand......................................................264
Our Recommendation.....................................................265
What if You Need to Run more than One Test?...............................265
On One Hand............................................................265
On the Other Hand......................................................268
Our Recommendation.....................................................268
Key Points................................................................271
Chapter Review Questions..................................................272
Answers to Chapter Review Questions.......................................274
References................................................................275
CHAPTER 10 An Introduction to Correlation, Regression, and ANOVA...................277
Introduction..............................................................277
Correlation...............................................................278
How to Compute a Correlation...........................................279
Statistical Significance of r..........................................281
Confidence Intervals for r.............................................282
Interpreting the Magnitude of r........................................283
Sample Size Estimation for r...........................................284
Coefficient of Determination (R2).........................................284
Correlation with Binary Data......................................... 285
Computing the Phi Correlation..........................................285
Regression................................................................288
Estimating Slopes and Intercepts.......................................289
Confidence Intervals for Slopes and Predicted Values...................289
Sample Size Estimation for Linear Regression...........................293
Analysis of Variance......................................................295
Comparing More Than Two Means..........................................295
Assessing Interactions.................................................303
Confidence Intervals and Sample Size Estimation for ANOVA..............307
Key Points................................................................307
Chapter Review Questions..................................................308
Answers to Chapter Review Questions.......................................308
References................................................................318
Appendix: Derivation of Sample Size Formulas for Regression...............319
Based on Confidence Interval for Regression Slope......................319
Based on Confidence Interval for Regression Intercept..................319
Contents xiii
CHAPTER 11 Wrapping Up....................................................................321
Introduction.............................................................32 J
Getting More Information..................................................321
Good Luck!................................................................324
Key Points................................................................324
References................................................................324
APPENDIX A Crash Course in Fundamental Statistical Concepts..............................327
Introduction..............................................................327
Types of Data.............................................................327
Populations and Samples...................................................328
Sampling..............................................................328
Measuring Central Tendency.............................................. 328
Mean..................................................................328
Median................................................................329
Geometric Mean........................................................329
Standard Deviation and Variance...........................................330
The Normal Distribution...................................................330
¿-Scores..............................................................332
Area Under the Normal Curve...............................................332
Applying the Normal Curve to User Research Data...........................334
Central Limit Theorem.....................................................335
Standard Error of the Mean................................................336
Margin of Error...........................................................337
f-Distribution............................................................337
Significance Testing and p-Values.........................................338
How Much Do Sample Means Fluctuate?...................................338
The Logic of Hypothesis Testing...........................................340
Errors in Statistics......................................................341
Key Points................................................................342
Subject Index.............................................................................345
Quantifying the User Experience: Practical Statistics for User
Research. Second Edition provides practitioners and researchers with
the information they need to confidently quantify, qualify, and justify
their data. The hook presents a practical guide on how to use statistics
to solve common quantitative problems that arise in user research,
it addresses questions users face every day. including: Is the current
product more usable than our competition9 Can we be sure at least
70■of users can complete the task on their first attempt9 How long
will it take users to purchase products on the website9
Jeff Sauro. PhD
This book provides a foundation for statistical theories and the best
practices needed to apply them. The authors draw on decades of
statistical literature from human factors, industrial engineering, and
psychology, as well as their own published research, providing both
concrete solutions (Excel formuias and links to their own web-
caiculators). along with an engaging discussion on the statistical
reasons why tests work and how to effectively communicate results.
Throughout this new edition, users will find updates on standardized
usability questionnaires, a new chapter on general linear modeling
(correlation, regression, and analysis of variance), with updated
examples and case studies throughout.
Completely updated to provide practical guidance on solving
usability testing problems with statistics for any project, including
many using Six Sigma practices
includes new and revised information on standardized usability
questionnaires
Includes a completely new chapter introducing correlation,
regression, and analysis of variance
• Shows practitioners which test to use. why they work, and best
practices for application, along with easy-to-use Excel formuias
and web-calculators tor analyzing data
• Recommends ways for researchers and practitioners to
communicate results to stakeholders in plain English
James R. Lewis, PhD
|
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| discipline | Informatik Soziologie Mathematik |
| edition | 2nd edition |
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| spelling | Sauro, Jeff Verfasser (DE-588)1022650173 aut Quantifying the user experience practical statistics for user research Jeff Sauro, James R. Lewis 2nd edition Amsterdam ; Boston ; Heidelberg ; London ; New York ; Oxford ; Paris ; San Diego ; San Francisco ; Singapore ; Sydney ; Tokyo Morgan Kaufmann [2016] xxi, 350 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Literaturangaben Statistik (DE-588)4056995-0 gnd rswk-swf Benutzerfreundlichkeit (DE-588)4005541-3 gnd rswk-swf Benutzerfreundlichkeit (DE-588)4005541-3 s Statistik (DE-588)4056995-0 s DE-604 Lewis, James R. 1953- Verfasser (DE-588)133616134 aut Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028999355&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028999355&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Sauro, Jeff Lewis, James R. 1953- Quantifying the user experience practical statistics for user research Statistik (DE-588)4056995-0 gnd Benutzerfreundlichkeit (DE-588)4005541-3 gnd |
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| title | Quantifying the user experience practical statistics for user research |
| title_auth | Quantifying the user experience practical statistics for user research |
| title_exact_search | Quantifying the user experience practical statistics for user research |
| title_full | Quantifying the user experience practical statistics for user research Jeff Sauro, James R. Lewis |
| title_fullStr | Quantifying the user experience practical statistics for user research Jeff Sauro, James R. Lewis |
| title_full_unstemmed | Quantifying the user experience practical statistics for user research Jeff Sauro, James R. Lewis |
| title_short | Quantifying the user experience |
| title_sort | quantifying the user experience practical statistics for user research |
| title_sub | practical statistics for user research |
| topic | Statistik (DE-588)4056995-0 gnd Benutzerfreundlichkeit (DE-588)4005541-3 gnd |
| topic_facet | Statistik Benutzerfreundlichkeit |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028999355&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028999355&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT saurojeff quantifyingtheuserexperiencepracticalstatisticsforuserresearch AT lewisjamesr quantifyingtheuserexperiencepracticalstatisticsforuserresearch |