Using Task Ease (SEQ) to Predict Completion Rates and Times

Our attitudes both reflect and affect our actions. What we think affects what we do and what we do affects what we think. It’s not a perfect relationship of course. What people say or think doesn’t always directly correspond to actions in easily predictable ways. Understanding and measuring user attitudes early and often can provide

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4 Classes of Survey Questions

When done well, surveys are an excellent method for collecting data quickly from a geographically diverse population of users, customers, or prospects. In an earlier article, I described 15 types of the most common rating scale items and when you might use them. While rating scales are an important part of a survey, they aren’t

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Are Top Box Scores a Better Predictive of Behavior

Are Top Box Scores a Better Predictor of Behavior?

What does 4.1 on a 5-point scale mean? Or 5.6 on a 7-point scale? Interpreting rating scale data can be difficult in the absence of an external benchmark or historical norms. A popular technique used often by marketers to interpret rating scale data is the so-called “top box” and “top-two box” scoring services. For example, on

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Is a Single Item Enough to Measure a Construct

Is a Single Item Enough to Measure a Construct?

How satisfied are you with your life? How happy are you with your job or your marriage? Are you extroverted or introverted? It’s hard to capture the fickle nature of attitudes and constructs in any measure. It can be particularly hard to do that with just one question or item. Consequently, psychology, education, marketing, and

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How to Know Which Items to Remove in a Questionnaire

Surveys often suffer from having too many questions. Many items are redundant or don’t measure what they intend to measure. Even worse, survey items are often the result of “design by committee” with more items getting added over time to address someone’s concerns. Let’s say an organization uses the following items in a customer survey:

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Measuring Usability: From the SUS to the UMUX-Lite

Many researchers are familiar with the SUS, and for good reason. It’s the most commonly used and widely cited questionnaire for assessing the perception of the ease of using a system (software, website, or interface). Despite being short—10 items—the SUS has a fair amount of redundancy given it only measures one construct (perceived usability). While

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12 Tips For Writing Better Survey Questions

The effectiveness of surveys starts with the quality of the questions. Question writing is an art and a science. You need to balance your needs and the needs of the organization commissioning the survey with the burden on the respondents. Here’s a summary of 12 useful guidelines we use, pulled from books and articles. 1.  

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5 Ways to Find Out More About Your Customers

It’s fundamental to creating both a usable customer experience and a better business: you need to know who your customers are. It however can be surprisingly difficult for organizations to connect with their customers to collect information. But just because it isn’t easy doesn’t mean you should skip it. Collecting core demographic information and customer

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4 Steps to Translating a Questionnaire

An effective questionnaire is one that has been psychometrically validated. This primarily means the items are reliable (consistent) and valid (measuring what we intend to measure). So if we say a questionnaire measures perceptions of website usability, it should be able to differentiate between usable and unusable websites and do so consistently over time. With

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8 Advantages of Standardized Usability Questionnaires

In a usability evaluation it’s good practice to measure both how users perform on realistic tasks and what they think about the usability of the interface. But what exactly DO you ask the users? “Is this usable?” … “Is the interface easy to use?” … “Did you like using the app?” While you can cobble

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