 QUALITATIVE MARKETING RESEARCH THROUGH USABILITY TESTINGMihai Orzan (), Gheorghe Orzan () and Stanculescu Anca-Maria () Annals of Faculty of Economics, 2008, vol. 4, issue 1, 1038-1042 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. Keywords: usability; marketing; marketing research; computer human interaction; qualitative research (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ora:journl:v:4:y:2008:i:1:p:1038-1042 Access Statistics for this article More articles in Annals of Faculty of Economics from University of Oradea, Faculty of Economics Contact information at EDIRC. |
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