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- Title
QUALITATIVE MARKETING RESEARCH THROUGH USABILITY TESTING.
- Authors
Mihai, Orzan; Gheorghe, Orzan; Anca-Maria, Stanculescu
- Abstract
Usability is an attribute of any good product, just as its functionality. It refers mainly to the utility of a product for its indented users, as well as to its ease of use. And whilst a correct functionality is critical for the commercial success of any product, its value comes through the human needs that it fulfills, which is determined through various marketing research techniques. In parallel, the IT&C community has developed in the last two decades its own type of research, called usability testing, used mainly to evaluate interface ease of use and all usability problems associated with. software products. This article aims at finding the right place for usability testing and usability professionals in the marketing community, as well as drawing a wider picture, from a marketing research perspective, on one of the most popular topics in IT&C community for the benefit of marketing scholars and professionals.
- Subjects
PRODUCT management; MARKETING; MARKETING research; BUSINESS software; COMPUTER software; INDUSTRIAL research; MARKETING research companies
- Publication
Annals of the University of Oradea, Economic Science Series, 2008, Vol 17, Issue 4, p1038
- ISSN
1222-569X
- Publication type
Article