UsabilitY of Online Questionnaires

Case Study "Web usability"

  • Conducted by: UX Research & Consulting, Element 54 & MBA Recherche
  • Location/Duration: Canada, April 2009, 15 days
  • Purpose: Web Usability and Survey Reliability, a presentation for the 2009 MRIA Conference

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The Case

In 2009, Canada`s largest eyetracking study was conducted. The goal was to find out whether the increased visual nature of online surveys supports or interferes with the goal of online surveys: to acquire unbiased, reliable data on a research topic.

Conclusion/Recommendation

Visual choices often distract and introduce more bias. Technology is not the only answer. Rich media in surveys must be used in a considered manner. Rich media questions should be tested against traditional ones before applying them to an online survey.

Study Objective

  • Do participants understand the questions asked?
  • Do modern questionnaires introduce more bias than traditional designs?
  • How does respondent engagement differ between the two designs?

Methodology

  • Eye tracking analysis in lab environment
  • Recording of user interaction (webcam and audio)
  • One-on-One interviews
  • Study survey by usability experts

Study Design

  • 100 participants in English and French
  • Participants were asked to complete a series of both easy and complex questions in two online formats: traditional and modern interfaces

Products

  • Study design with SMI Experiment Center™
  • Data collection with SMI RED remote eyetracker
  • Analysis with SMI BeGaze™ software
  • Analysis with Excel

Eyetracking Metrics

  • Areas of interest with fixation and glance counts

 

 

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