UX Research at Scale: Surveys, Analytics, Online Testing Quiz Answers

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This UX course will provide an overview of survey methodology from the perspective of UX research. UX surveys typically focus on uncovering user needs, connecting needs to user characteristics, and gaining insight into user attitudes towards the systems they use. In this course, learners will learn the basics of UX survey research and conduct a survey of their own design!

Learners will be introduced to techniques for gaining UX insights from large numbers of users, including web analytics, A/B testing, and remote unmoderated studies. We will discuss how these techniques work when they can be applied, and what can be learned by using them.

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UX Research at Scale: Surveys, Analytics, Online Testing Week 1 Quiz Answers

Quiz 1: Survey Time

Q1. Which of the following is a STRENGTH of surveys as a UX method?

  • Measuring Behaviors
  • Understanding *why* people do things
  • Describing Opinions of a Group of People
  • Conducting Exploratory Work

Q2. Which of the following is NOT a way to match your UX goals to survey methods?

  • Launch an exploratory survey to determine UX goals.
  • Ask why you want to have the data.
  • Have a story for why surveys are the best way to meet this UX goal.
  • Define goals before choosing metrics.

Q3. This term describes the total set of people you want to be able to represent with your survey.

  • Sample
  • Response Rate
  • Respondents
  • Population

Q4. What term is used to describe the actual s you ask people?

  • Respondent
  • Instrument
  • Frame
  • Population

Q5. Which of the following is the most accurate statement?

  • Error can be reduced by designing surveys as well as well as possible within resource constraints.
  • Error should be reduced to zero before launching a survey.
  • It’s impossible to affect error one way or another.
  • Surveys should never be trusted because of how much error they involve.

Q6. This is error that is introduced when your s somehow don’t actually get to the concept you’re interested in.

  • Coverage Error
  • Sampling Error
  • Measurement error
  • Nonresponse Error

Q7. This is the error that is introduced because some portion of the population is refusing to answer your s.

  • Coverage error
  • Nonresponse error
  • Sampling error
  • Measurement error

Q8. This is the error that is introduced because the way you are asking s is going to miss some big chunk of your population of interest.

  • Measurement error
  • Nonresponse error
  • Sampling frame
  • Sampling error

Q9. Which of the following is most accurate?

  • Surveys are good at broad descriptions of groups, but not at precise measurements.
  • Surveys have largely been abandoned in modern research because they are so inaccurate.
  • Surveys should never be combined with other types of methods.
  • Surveys are good at measuring behavioral outcomes.

Q10. Which of the following is NOT a type of sampling?

  • Census
  • Sampling Frame
  • Probability
  • Convenience

UX Research at Scale: Surveys, Analytics, Online Testing Week 2 Quiz Answers

Quiz 1: Assessing Your Survey Knowledge

Q1. Which of the following is NOT important to consider when defining your population?

  • Number of s you want to ask
  • Characteristics of the people you’re interested in
  • Survey mode
  • Relationship to the product

Q2. Which of the following is the best definition of a probability sample?

  • Almost every member of your population has some chance to be selected for the survey.
  • Only those people who will probably answer the survey are sampled from the population.
  • Every member of your population has some chance to be selected for the survey.
  • You invite every member of the population to participate in the survey.

Q3. Which of the following would NOT be an example of a sampling frame?

  • A social media site, like Twitter
  • An organization’s email directory
  • All phone numbers in the U.S.
  • User names of everyone who logged into the site this month

Q4. Which of the following is a reason why you might use non-probability samples rather than probability samples?

  • Ability to represent the population better
  • Quality of data
  • Cost
  • Ability to get more responses

Q5. Which of the following is NOT an example of convenience sampling?

  • Asking people on a street corner to answer some s.
  • Posting flyers in a doctor’s office asking for participants who have had a cold recently.
  • Asking your friends on Facebook or Twitter to answer s for you.
  • Emailing all students at a university based on a random sample of email addresses provided by the administration.

Q6. Which of the following is an example of purposive sampling?

  • Asking your female friends to respond to a survey via Facebook and Twitter requests.
  • Asking people who use a site’s shopping cart how they feel about that experience.
  • Emailing a random sample of employees who started at the company this year based on a list provided by HR.
  • Asking one group of respondents to forward the survey invite to their social networks.

Q7. Which of the following best describes why you might choose to use a panel for recruiting respondents?

  • To reduce recruitment costs
  • To make sure you get people who are experienced in answering surveys
  • To increase quality
  • To avoid having a convenience sample

Q8. Which of the following is NOT something to think about if you are going to use Amazon’s Mechanical Turk to recruit respondents?

  • How to pay a fair wage to Turkers
  • The shakiness of the demographic data about Turkers
  • How to check for the validity of responses
  • Response rates for Turkers

Q9. Which of the following best describes the social desirability outcomes in interview-led survey modes?

  • Results can be biased because people want to be agreeable with an interviewer.
  • Results can be biased because interviewers will avoid s that could be embarrassing.
  • Results can be biased because people semi-consciously will try to look acceptable to the interviewer.
  • Results can be biased because some interviewers are more able to get people to do surveys.

Q10. Which of the following is NOT a dimension of survey modes?

  • Cost
  • Respondent burden
  • Sampling frame
  • Flexibility

UX Research at Scale: Surveys, Analytics, Online Testing Week 3 Quiz Answers

Quiz 1: Getting Responses

Q1. Which of the following is the most true statement?

  • It’s better to get a low response rate from a small sample than it is to get a high response rate from a big sample.
  • Response rates are only important for national, probability studies.
  • Response rates are not connected to survey quality.
  • It’s better to get a high response rate from a small sample than a low response rate from a big sample.

Q2. Which of the following is NOT a reason you would want to have a high response rate?

  • If you want to be more confident that you’ve detected a difference/change.
  • If your population is very heterogeneous.
  • If you want to be able to conduct more complicated statistical analyses.
  • If you want to detect smaller, or more subtle differences/changes.

Q3. Which of the following is the most true about social exchange theory?

  • People consider the economic value to themselves of any given social exchange.
  • People think about the risk to themselves primarily in considering social exchanges.
  • People are really bad at guessing the cost/benefit of any given social exchange.
  • People use trust as a basis to make a cost/benefit guess on the value of a social exchange.

Q4. Which of the following is NOT a way to increase the perceived benefit of participating in a survey?

  • Specify how the survey results will be used
  • Identify the trustworthiness of the sponsoring organization
  • Make the survey as short as possible
  • Stress that opportunities to respond are limited

Q5. Which of the following is LEAST true about extrinsic, or material, incentives?

  • You should frame incentives as gifts, not as payment.
  • Incentives given *before* the survey are more effective.
  • The more money you offer, the more likely people are to participate.
  • Lotteries (a chance to win a larger reward) are not very effective as incentives.

Q6. Which of the following is NOT a way of reducing the burden for a respondent to participate in your survey?

  • Asking people who use a site’s shopping cart how they feel about that experience.
  • Keep the survey as short as you can without compromising quality.
  • Reduce the complexity of s by making them easy to understand.
  • Asking one group of respondents to forward the survey invite to their social networks.

Q7. Which of the following best describes why you might choose to use a panel for recruiting respondents?

  • To make sure you get people who are experienced in answering surveys
  • To reduce recruitment costs
  • To increase quality
  • To avoid having a convenience sample

Q8. Which of the following is NOT something to think about if you are going to use Amazon’s Mechanical Turk to recruit respondents?

  • How to pay a fair wage to Turkers
  • Response rates for Turkers
  • The shakiness of the demographic data about Turkers
  • How to check for the validity of responses

Q9. Which of the following best describes the social desirability outcomes in interview-led survey modes?

  • Results can be biased because people want to be agreeable with an interviewer.
  • Results can be biased because interviewers will avoid s that could be embarrassing.
  • Results can be biased because some interviewers are more able to get people to do surveys.
  • Results can be biased because people semi-consciously will try to look acceptable to the interviewer.

Q10. Which of the following is NOT a dimension of survey modes?

  • Cost
  • Respondent burden
  • Sampling frame
  • Flexibility

UX Research at Scale: Surveys, Analytics, Online Testing Week 4 Quiz Answers

Quiz 1: Writing Questions

Q1. Which of the following is the most true statement about how people remember things?

  • People remember their past behavior well enough to give accurate survey responses.
  • Memory can be guided back to accuracy through careful prompts.
  • Memory fades over time, but people are good at remembering routine actions.
  • Memory fades over time, and often doesn’t capture routine actions.

Q2. Which of the following is NOT important for every survey ?

  • Writing a  that every respondent will interpret in the way the researcher intends.
  • Writing a  that every respondent will answer in the same way.
  • Writing a  that every respondent will respond to accurately.
  • Writing a  that every respondent is willing to answer.

Q3. Which of the following is the most true statement?

  • It can be hard to operationalize abstract concepts in a way that every respondent understands.
  • The best way to start a survey is by writing some s, and then iterating on them.
  • People are very consistent in how they answer s over time.
  • Pre-testing a survey is rarely worth the time it takes.

Q4. Which of the following statement about open-ended s is most FALSE?

  • They are the easiest type of  to analyze.
  • They allow respondents to answer without limiting the range of responses.
  • They are more frequently skipped than other types of s.
  • They are often used when we haven’t pre-defined response categories.

Q5. Which of the following best describes the  stem?

  • It’s the optional instructions for how to answer a .
  • It’s the set of responses that a respondent can give.
  • It’s the query that operationalizes the concept of interest and prompts a response.
  • It’s a series of s that are used together to form a scale.

Q6. Which type of  asks the respondent to compare categories where there is no inherent order between the choices?

  • Ordinal closed-ended
  • Descriptive open-ended
  • Nominal closed-ended
  • List-of-items open-ended

Q7. What type of  is the following survey :

How much do you like or dislike participating in surveys?

  1. Extremely like
  2. Somewhat like
  3. Neither like nor dislike
  4. Somewhat dislike
  5. Extremely dislike
  • Bipolar ordinal
  • Unipolar ordinal
  • Nominal
  • Open-ended

Q8. Multiple choice s like this are really just survey s! What type of survey  is this?

  • Nominal closed-ended, choice unforced
  • Nominal closed-ended, choice forced
  • Ordinal closed-ended, choice unforced
  • Ordinal closed-ended, choice forced

Q9. Which of the following is NOT something you should consider while writing s?

  • Avoiding jargon.
  • Keeping language as simple as possible.
  • Ask one  at a time.
  • Making the  sound scientific.

Q10. Which of the following is the most important consideration in picking what type of  type to use?

  • The demographic makeup of your population
  • The type of analysis you plan on doing
  • The type of sampling you’re using
  • The mode your survey will be delivered in

UX Research at Scale: Surveys, Analytics, Online Testing Week 5 Quiz Answers

Quiz 1: About Research at Scale

Q1. Which of the following is not a method one would use to understand why people are using a product at certain times?

  • Surveys
  • Clickstream analytics
  • Concept Testing
  • Interviews
  • Remote testing

Q2. Which of the following is a method one would use to learn more about users’ attitudes, preferences, context, and needs?

  • I. Interviews (Remote or in-person)
  • II. Clickstream analytics
  • III. Behavioral analytics (surveys)
  • IV. A/B Testing
  • I and II
  • I and III
  • I, II, and IV
  • I, II, III, and IV

Q3. Which of the following are the hallmarks of good research s?

  • I. Clarity
  • II. Consistency
  • III. Ability to be answered
  • IV. Ethical excellence
  • V. Significance
  • I, II, and III
  • I, II, and V
  • IV and V
  • II, IV, and V
  • I, III, IV, and V

Q4. What alternative approaches can you use to engage people in research results? (pick all that apply)

  • Extensive report
  • Have stakeholders attend study sessions and participate in analyzing and interpreting data.
  • Create and show videos of critical moments during tests
  • Emails that include bullet point findings
  • Brief executive summary

Q5. What types of research activities are typically engaged in by 2-3 person design teams?

A/B Testing

Feature driven usability testing

Competitive testing

Attitudinal analytics (surveys)

  • I
  • II
  • III
  • IV
  • II and IV

Q6. What deliverables are typically used to tell user stories? (pick all that apply)

  • Personas
  • Scenarios
  • Diary Study
  • Customer Journey Maps

Q7. What technique can you use to learn about how large numbers of users navigate through an experience during the Optimization phase?

  • Benchmarking
  • Analytics Review
  • A/B testing
  • Remote usability testing

Q8. Research at scale can be carried out during the following product development lifecycles:

  • Discovery
  • Design/Development
  • Optimization
  • All

Q9. Effective ways of delivering findings to stakeholders include:

I. Anecdotes of critical moments

II. Retelling what happened during each session of a usability test

III. Having stakeholders attend study sessions and participating in analysing or interpreting data

IV. Quotes or videos of critical moments

  • I
  • II
  • II, IV
  • I, III, IV

Q10. UX research at scale can be conducted by teams at these levels of maturity:

I. UX team of one (Awareness)

II. Mobilization

III. Collaboration

IV. Executive Buy-In

V. UX Obsessed

  • I, II, III
  • III, IV, V
  • IV, V
  • All

UX Research at Scale: Surveys, Analytics, Online Testing Week 7 Quiz Answers

Quiz 1: Remote Testing

Q1. Under what circumstances is remote testing appropriate?

I. It is difficult to access the product/experience.

II. Participants from a variety of geographic locations are needed.

III. Time is limited.

IV. There is a lot of Personally Identifiable Information required.

V. All of the above

  • I, II, III
  • I, IV
  • I, III, IV
  • II and III
  • V

Q2. What consideration is not important when deciding what platform or technology solution you will use for testing?

I. Metrics that may be collected

II. Panel access

III. Network speed requirements

IV. Screen, Audio, or other data collection, as appropriate for test

V. None of the above

  • I, II, III
  • I, II
  • II, IV
  • I, III, IV
  • V

Q3. When is it most appropriate to conduct remote moderated testing?

I. Redirection and discussion are required

II. Users can complete tasks without instruction

III. Finding participants local to your lab is challenging

IV. You want to see and explore user’s digital contexts

V. All of the above

  • I, II, III
  • I, IV
  • I, III
  • I, III, IV
  • V

Q4. What elements should a script include for a remote moderated test?

  • Obtain Consent
  • Make introductions
  • Build rapport
  • Exact instructions for how to complete tasks
  • Set expectations for duration and content of test
  • Set expectations for role of moderator and observer

Q5. What preparations should you make ahead of both remote moderated as well as unmoderated testing?

I. Review alternate paths

II. Be online 10-15 minutes early

III. Determine what metrics to collect and how

IV. Obtain informed consent

V. Overrecruit

VI. All of the above

  • I, II, III
  • I, III, IV, V
  • II, IV, V
  • I, IV
  • VI
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