IDEAS home Printed from https://ideas.repec.org/a/ora/journl/v4y2008i1p1038-1042.html
   My bibliography  Save this article

Qualitative Marketing Research Through Usability Testing

Author

Listed:
  • Orzan Mihai

    (Academia de Studii Economice, Facultatea de Marketing, Bucuresti)

  • Orzan Gheorghe

    (Academia de Studii Economice, Facultatea de Marketing, Bucuresti)

  • Stanculescu Anca-Maria

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.

Suggested Citation

  • Orzan Mihai & Orzan Gheorghe & Stanculescu Anca-Maria, 2008. "Qualitative Marketing Research Through Usability Testing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 1038-1042, May.
    • Handle: RePEc:ora:journl:v:4:y:2008:i:1:p:1038-1042
    as

    Download full text from publisher

    File URL: http://steconomice.uoradea.ro/anale/volume/2008/v4-management-marketing/190.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    usability; marketing; marketing research; computer human interaction; qualitative research;
    All these keywords.

    JEL classification:

    • C80 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - General
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ora:journl:v:4:y:2008:i:1:p:1038-1042. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin ZMOLE (email available below). General contact details of provider: https://edirc.repec.org/data/feoraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.