Authors:
Martin Schrepp
1
;
Jessica Kollmorgen
2
and
Jörg Thomaschewski
2
Affiliations:
1
SAP SE, Walldorf, Germany
;
2
University of Applied Sciences Emden/Leer, Emden, Germany
Keyword(s):
User Experience, Usability, UX Measurement, UX Survey, UX Questionnaire, User Experience Questionnaire, UEQ, Item Polarity.
Abstract:
Measuring user experience is vital for long-term success of interactive products. Questionnaires like the modular extension of the User Experience Questionnaire (UEQ+) are an established instrument for this purpose. Different item formats are available for these questionnaires, such as the number of response options (most frequent 5- or 7- point Likert scales). But the item format of an UX questionnaire can of course influence the measured results. We investigate in this paper if the change to a one-sided polarity of semantic differential items influences the effort of the participants required to answer these items and on the measured scale scores. Therefore, we conducted 6 studies with 438 collected responses for the well-known products Microsoft PowerPoint, WhatsApp and Google Maps. Each product was evaluated by a sample of participants with the original UEQ and a modified version of the UEQ with one-sided polarity. In the modified version, the positive term of the semantic differ
ential was always placed in the right position, while it is placed in half of the items in the positive and the other half in the left position in the original UEQ version. The results showed that the effort to complete the questionnaire (completion time and number of required corrections) was lower for the version with one-sided polarity, but the differences were so small that they are not practically relevant. But the results also showed that the change to a one-sided polarity introduced an answer tendency, which impact the scale scores. Therefore, the results obtained with the two versions of the UEQ cannot directly be compared. Based on this, we can conclude that it is not possible to directly compare the scores of the original UEQ scales with the corresponding scores of UEQ+ scales.
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