Introduction of a new psychometric tool to measure user responses in a kelley blue book desirability study
Year: 2012
Type: dissertation
Abstract: Psychometrics is the field of study concerned with the theory and technique of educational and psychological measurement. This includes the measurement of knowledge, abilities, attitudes and personality traits. Psychometric measurement tools are \noften used in the User Experience profession to assess user???s perceptions of their interactions with websites, software and hand held devices. Various psychometric questionnaires have been employed for assessing the usability of interactive systems, (e.g., Questionnaire for User Interface Satisfaction (QUIS), Computer System Usability Questionnaire (CSUQ), etc.) However, one of the most popular psychometric measurement tools for Human Factors engineers and User Experience professionals is the System Usability Scale (SUS). The SUS was developed in 1986 by John Brooke as a ???quick and dirty??? usability scale during his tenure at the software company Digital Equipment Corporation (DEC). \n It has (arguably) been established that the SUS is a highly effective tool for use when measuring usability and ???user friendliness???. However, when User Experience and Human Factors professionals need to measure more emotional reactions to designs such as perceived trust, comfort, loyalty and appearance what psychometric tool alternatives exist? Recently, a new psychometric questionnaire has been introduced in the field. Labeled the Standard Usability Percentile Rank Questionnaire (i.e., SUPR-Q), this new psychometric tool???s global score is made up of a percentile ranking based on a composite weighting of four factors: Usability, Trust & Credibility, Appearance and Loyalty. In addition, percentile ranks are provided for each factor so the strengths and weakness by factor can be assessed (Sauro, 2010). \n In November of 2010, the User Experience Research team for Kelley Blue Book, a third party automotive website, used the SUPR-Q as the post-test questionnaire for a Desirability Study. The SUPR-Q was used to assess measures of Trust, Comfort, Loyalty and Appearance of two proposed site redesign concepts. Ultimately, the KBB.com User Experience design and research teams discovered that the new SUPR-Q psychometric questionnaire results did provided valuable insights. Particularly enlightening were percentile rank comparisons across all four sub-categories (Trust, Comfort, Loyalty and Appearance) against other competitive third party auto sites. However, other confounding factors may have rendered the SUPR-Q less effective in providing statistically significant data regarding how the two proposed redesign concepts performed against each other.
Author: JonDelina Buckley
Language: English
Subfield: Human-Computer Interaction
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W241772866