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Journal Article

The Catalog Usability Questionnaire — Adoption and Validation of a Usability Scale for Print‑Catalogs  pp93-104

Sebastian Schulz, Gunnar Mau, Günter Silberer

© Jul 2007 Volume 5 Issue 2, ECRM 2007, Editor: Ann Brown, pp37 - 124

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Abstract

The usability of interfaces is mainly tested via standardized‑questionnaires or via less standardized processoriented verbal protocols. Standardized questionnaires have got the advantage of generating reasonable indices with quite low effort. In contrast, process oriented verbal protocols offer the opportunity of gaining more thorough insights into the interaction and the problems that might come up. While efficient standardized methods for the measurement of online media with their non‑linear structure already exist, there are no such methods to measure the usability of linear structured offline media. However, it can be assumed that usability of offline print media plays an important role for a brand's image and the buying behavior of customers. The objective of our study was to adapt a scale to measure usability of online shops to print catalogs in order to measure their usability. A field study (n = 60) and a laboratory experiment (n = 92) have been made to test the reliability and validity of the adapted scale. Participants were asked to evaluate the catalogs of two travel companies by using the adapted questionnaire. Concerning the reliability, in both studies the scale showed good internal consistency. The values of Cronbach's alpha were comparable to results in studies using the original scale with online shops. Concerning the validity, results show correlations between usability and buyer's intention as well as recommendation. Furthermore, the usability scores of both catalogs differed as experts (n = 20) expected. Moreover, the questionnaire was validated using the results of verbal protocols that were collected simultaneously in the laboratory study. In example, the correlation between usability scores and problems that came up during the interaction was proven. Overall, the results support the usefulness of the adapted scale to measure the usability of print‑catalogs. Implications for research and management will be discussed.

 

Keywords: usability scale implementation, verbal protocols, print-catalogs

 

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Journal Issue

Volume 5 Issue 2, ECRM 2007 / Jul 2007  pp37‑124

Editor: Ann Brown

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Editorial

The 5th European Conference on Research Methods in Business and Management attracted a wide range of papers. The conference fell naturally into a number of key themes organized into mini tracks. These included a number of different methods (Action research, Grounded Theory, Ethnography), specific issues (Teaching Research Methods) and philosophical paradigms (Critical approaches to research). A strong sub theme within all tracks was the concern with the complex problems that business and management research poses. The quality of the papers was high and the selection of those papers for the Journal presented a difficult choice. The papers selected were chosen for their quality of writing and relevance to the Journal’s objective of publishing papers that offer new insights or practical help in the application of research methods in business research.

The papers deal with the problems facing management researchers in a variety of ways. Most papers focus on the problems of applying research qualitative methods. The papers by Chester et al, Gehrels, Rodon and Pastor, and Vasconcelos all present case examples analysed from an interpretivist view using methods like Action Research and Grounded Theory Methods. Several papers confront the ambiguity and conflict inherent in researching people and their actions as they carry out their jobs (Mendy, Wagner and Brooke). The teaching research mini track was received with particular enthusiasm and one of the chosen papers is from this group (Sayce). A few papers adopt a traditional positivist stance creating new constructs (Schutz et al; Phillips and Phillips).

 

Keywords: action diagrams, arenas/social worlds theory, assessment, case study, coding paradigm, compliance, critical research, deep learning, discourse analysis, driving powers, epistemology, grounded theory, grounded theory, hospitality management curricula, ICT security, information systems adaptation, international students, inter-organizational IS implementation, language, learning, methodological dilemmas, mini-viva, organizational misbehaviour, performance assessment, performance constructs, print-catalogs, public transit, research methods, stakeholder, Straussian approach, theory and practice, transit performance, upper segment restaurants, usability scale implementation, value systems, verbal protocols

 

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Journal Issue

Volume 6 Issue 1, ECRM 2008 / Sep 2008  pp1‑94

Editor: Ann Brown

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Editorial

The 7th European Conference on Research Methods in Business and Management attracted a wide range of papers. The conference fell naturally into a number of key themes organized into mini tracks. These included a number of different methods (Action Research, Grounded Theory, Mixed Methods), specific issues (Teaching Research Methods, Information Systems Research) and philosophical issues (the role of Paradigms). The quality of the papers was particularly high and the selection from those papers for the Journal presented a difficult choice. The papers selected were chosen for their quality of writing, their relevance to the Journal’s objective of publishing papers that offer new insights or practical help in the application of research methods in business research and to represent as many of the major themes of the conference as possible.

The papers dealt with the problems facing management researchers in a variety of ways. The majority of the papers focused on the problems of applying a variety of techniques – some through the discussion of theoretical issues, others by case examples. The technique of mixed methods was discussed at the conference for the first time and two papers have been chosen to represent this theme – both of which describe case examples using the tool (Branka Krivokapic‑Skoko and Grant O'Neill, Barbara Crump and Keri Logan). This technique combines both qualitative and quantitative tools. Two papers have been chosen for their contribution towards improving our understanding of quantitative analysis tools (Daire Hooper, Joseph Coughlan and Michael R. Mullen; Elisa Chami‑Castaldi, Nina Reynolds and James Wallace). One of the tracks was on ‘researching sensitive issues’. For most contributors this meant an exploration of ethical issues for researchers or the complexity inherent in researching the life world of people as they carry out their jobs. One paper stood out from this track (Gisela Schulte‑Agyeman) for its insight and practical advice when researching such topics. Grounded Theory and the challenge of coaxing meaning from the vast mass of qualitative data that this approach creates, was a major issue for several tracks. Three papers discuss this approach to qualitative research (Svetla Georgieva, Teresa Waring and David Wainwright, Linda Dawson). The track on teaching research methods attracted several papers and one was chosen from this group (Martin Rich). The paper by Peter Bednar and Christine Welch, revisited the important topic of paradigm choice and its impact on research methods.

 

Keywords: action diagrams, arenas/social worlds theory, assessment, case study, coding paradigm, compliance, critical research, deep learning, discourse analysis, driving powers, epistemology, grounded theory, grounded theory, hospitality management curricula, ICT security, information systems adaptation, international students, inter-organizational IS implementation, language, learning, methodological dilemmas, mini-viva, organizational misbehaviour, performance assessment, performance constructs, print-catalogs, public transit, research methods, stakeholder, Straussian approach, theory and practice, transit performance, upper segment restaurants, usability scale implementation, value systems, verbal protocols

 

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