Are Top Box Scores a Better Predictive of Behavior

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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 approach. For example, on a 5-point scale, such as the one shown in Figure

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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 user experience have a long history of recommending multiple items

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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 some redundancy is good to improve reliability, shorter questionnaires are

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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 together a few questions yourself or with your product team,

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There isn't a usability thermometer to tell us how usable an interface is. We observe the effects and indicators of bad interactions then improve the design. There isn't a single silver bullet technique or tool which will uncover all problems. Instead, practitioners are encouraged to use multiple techniques and triangulate to arrive at a more complete set of problems and solutions. Triangles of course have

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There is a long tradition of including items in questionnaires that are phrased both positively and negatively. This website was easy to use. It was difficult to find what I needed on this website. The major reason for alternating item wording is to minimize extreme response bias and acquiescent bias. However, some recent research[pdf] Jim Lewis and I conducted found little evidence for these biases.

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