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SIMS Quantitative Course Lecture 1

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Rashmi Sinha
Rashmi Sinha

First lecture for Quantitative Course I taught at SIMS, UC Berkeley in 2001

EducationEntertainment & Humor
1 of 29
The art and science of measuring people ,[object Object],[object Object],[object Object]
Overview of design and analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing the testing method ,[object Object],[object Object],[object Object],[object Object],[object Object]
Collecting data ,[object Object],[object Object],[object Object],[object Object]
Analyzing the data: Basic Statistics ,[object Object],[object Object],[object Object],[object Object]
Analysis of experimental designs: Single Factor Experiments ,[object Object],[object Object],[object Object],[object Object],[object Object]
Multi Factor Experiments ,[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis of Non-Experimental Studies ,[object Object],[object Object],[object Object],[object Object]
Surveys and Questionnaires ,[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Individual Differences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Frenzied Shopping: Obstacles to purchase, and the perception of download times - A study on ecommerce conducted by Jared Spool A critical analysis and Illustration of alternative methods of examining this question
Frenzied shopping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object]
More results:Perception of download times ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So what do download times relate to? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Rated speed no longer reflects the browsing, searching part of the experience. Cannot infer that download speeds are not important, can only infer that perception of download speeds can be influenced by other aspects of site
Survey: Are people bothered by long download times? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Possibilities: Task based surveys Low on control, High on Realism, Difficult to make causal inferences, Sampling Issues
Observation: Is user’s site usage affected by site speed? ,[object Object],[object Object],Low on control, High on Realism, Difficult to make causal inferences
Experiment: Relationship of perceived download times to actual download times. ,[object Object],[object Object],High on control, Low on on Realism, Easier to make causal inferences
Server Logs: Do people leave sites while waiting for slow pages to download? ,[object Object],[object Object],Low on control, High on Realism, Difficult to make causal inferences
Perception of download speed and all the ways to study it...
The state of the art ,[object Object],[object Object]
Comparative Usability Evaluation(CUE) 2 Molich et al., 1999 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problems found in Comparative Usability Evaluation
Problem Found by Seven Teams During the registration process Hotmail users are asked to provide a password hint question. The corresponding text box must be filled. Most users did not understand the meaning of the password hint question. Some entered their Hotmail password in the Hint Question text box.
Characteristics of the tests
Problems by teams
What factors predict no of problems & no of common (non-exclusive) problems?
Inferences from CUE study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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SIMS Quantitative Course Lecture 1

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  • 11. Frenzied Shopping: Obstacles to purchase, and the perception of download times - A study on ecommerce conducted by Jared Spool A critical analysis and Illustration of alternative methods of examining this question
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  • 21. Perception of download speed and all the ways to study it...
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  • 24. Problems found in Comparative Usability Evaluation
  • 25. Problem Found by Seven Teams During the registration process Hotmail users are asked to provide a password hint question. The corresponding text box must be filled. Most users did not understand the meaning of the password hint question. Some entered their Hotmail password in the Hint Question text box.
  • 28. What factors predict no of problems & no of common (non-exclusive) problems?
  • 29.