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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
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    More about this item

    Keywords

    usability; marketing; marketing research; computer human interaction; qualitative research;

    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

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