Glossary of Terms
U - Z
Unaided Recall/Awareness
A respondent's recall of a brand name, commercial, etc. without any cues or prompts from the interviewer. The answer list is not read.
Unbiased Questions
Questions that are read in such a way that they do not influence the respondents or provide information which may color the opinions of the respondents.
Usability Testing
Usability Testing is the assessment of a product or service's effectiveness
and efficiency as viewed by a specified group of users. It is customer-focused
and based upon actual product/service trial. Usability Testing is most
frequently employed with Web site testing, but is also used for myriad
other applications such as assembly instructions, packaging use, product
preparation and other consumer-based actions. Usability testing is a technique
for ensuring that the intended users of a system can carry out the intended
tasks.
During a Usability Test, feedback is gathered to improve product design.
The immediate result of a Usability Test is a list of specific recommendations
as to how to improve the product. Usability Testing is done in a Usability
Lab. Although actual lab designs may vary, Usability Labs tend to have
the following in common:
There are usually two rooms, one for the Observer(s) and one for the Participant(s).
A one-way mirror separates the rooms so that the Observer can view the
Participant unobtrusively.
The Observer side is where the Usability Engineer and other observers may
view the study. The one-way mirror allows observers to clearly see the
participant side during the study, while minimizing any distractions for
the participant. The wall and the one-way mirror are sound-proofed so
that observers can converse without disturbing the participant.
The Participant side of the lab is designed to simulate an environment
appropriate to the product or service being tested. For example, if a
Web site is being tested there will be a desk and chair set up with a computer,
keyboard, mouse, speakers, etc.
There are at least two cameras that can be positioned at virtually any
angle by the engineer on the Observer side. Cameras are used to record
the participant's expressions and movements while participating in the
actions required. Microphones and speakers allow for communication between
the two rooms but are in the control of the Observer side.
Usability Testing not only provides a disaster check, but also, when properly
employed, can provide direction for appropriate product design and marketing.
Validate/Validation
The procedure used to confirm the fact that the interview was conducted according to all specifications and instructions, and with the person indicated by name, address and/or telephone number on the questionnaire. Validation can be performed by the data collection company and/or client in person, by telephone, or by mail.
Verbatim
Word-for-word. Questions on the survey are asked exactly as written and responses to a question are recorded exactly as the respondent says them, in the first person, without any omissions, abbreviations or interpretations by the interviewer.
Word Association
A research technique where the respondent is given one word or a name and asked to respond with whatever other words come to mind. This technique is sometimes used as a part of the evaluation of new product names.