Note To Reader

The content in this chapter was informed in part by literature searches, but the majority of the material was gathered through telephone- and e-mail administered questionnaires. Respondents included independent research practitioners, research and usability managers in large corporations, and online survey vendors. Some of the contributors requested anonymity, whereas others permitted attribution of their statements.

19.1 Online Surveys And Their Value

Some readers of this chapter may be trying to decide between formal usability testing and online surveys to address their product usability goals. The purposes of this chapter are to explain the following:

1. Exactly what online surveys are and how they contribute to usability activities

2. Key differences between formal usability testing and online surveys

3. Types of online surveys, and the value of each type with respect to usability

4. Costs associated with online surveys and how those costs compare to lab testing

5. Details about online surveys that will help the reader deploy them effectively

6. Strategy recommendations for mixing online surveys with other usability methods

A survey is "a gathering of sample data or opinions considered to be representative of a whole" (Dictionary.com, 2003). Surveys can be used in research efforts such as concept testing, positioning, market forecasting, customer satisfaction, and pricing in addition to studies of usability opinions and/or performance. Online survey types can range from very simple to very sophisticated. Questions can be closed-end, open-end, conjoint (two or more associated concepts), or discrete choice and can even assist with...