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Machionini, Gary, 400
Mail surveys, 339–340
Mailing lists, recruiting from, 91
Maintenance
of recruiting database, 94
of research plan, 82
of user profiles, 154–155
Marketing and sales
presentations to, 499–500
user profiling and, 132
Marketing research, 443–445
Marketing Research Association, 113
Martin, Shirley, 198
Marx, Karl, 119
Master/apprentice model for contextual inquiry, 167
Mayhew, Deborah J., 57
Mean
calculating, 342–343
defined, 342
mode vs., 344
Measurement errors in surveys, 352–354
Median, 344
Mediocrity, total malfunction vs., 18
Mental models
built by users, 368–369
contextual inquiry and, 175
extracting from focus group data, 244–245
information architecture development and, 46–47
Metaphors We Live By, 245
Methods, contextual inquiry and, 171–172, 175–176
Metrics
collecting and comparing, 521–522
defined, 518
goals and, 519
typical Web site metrics, 519
for user-centered processes, 518–522
variables for, 21
Microphones
cardiod vs. omnidirectional, 225
for focus groups, 225–226
lapel, 286
for usability testing, 286
Microsoft IIS server, 407
Mode
bimodal distribution, 344, 345
calculating, 343–344
defined, 343
mean vs., 344
Moderating focus group discussions
asking questions, 232–233
assistant moderator tasks, 228–229, 239
general guidelines, 229–232
hiring experts, 239
moderator skills and tasks, 227–228
multiple moderators, 239
Moderating usability tests, 288–290
Momentum, resistance to user-centered processes and, 525–526
Morgan, David L., 209
Mortality, tracking for surveys, 326
Multiple-choice survey questions, 310
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