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Strategies for planning signs and Metaphors- Quiz

Each question is worth one point. Select the best answer for each question.
1. Of the four techniques to gather audience data that you have learned about, which two involve the opportunity for you to observe users interacting with a beta version of the web site?
Please select all the correct answers.
  A. Interviews
  B. Focus groups
  C. Surveys
  D. Third-party market research

2. When creating audience analysis questions, you should use a variety of question types. Choose the one answer below that does not correctly explain why you should use the type of question it lists.
Please select the best answer.
  A. Basic information question. Identifies trends by tracking respondents by age, gender, level of Internet experience, cultural background, and so on.
  B. Structured question. Elicits data that will be of a consistent type among all respondents. Allow for comparison of responses and identification of trends.
  C. Unstructured question. Allows respondents to create their own questions for use on the surveys or market research.
  D. Feeling question. Gives insight into how people's feelings about specific signs and metaphors may influence how they interact with a Web site.
  E. Detail question. Focused questions that allow for unlimited responses. These questions elicit multiple comments that respondents may not have given otherwise.

3. There are several concepts you have learned about using audience analysis to design signs and metaphors. Select the one answer below that is not correct.
Please select the best answer.
  A. Before audience research can be useful, data must be compiled, analyzed, and summarized to identify the most important factors.
  B. Once you have identified the major demographic groups of your audience, you should create metaphors that are easily interpreted by those groups, as validated by testing.
  C. Do not over-generalize from the data or you may stereotype your user group and alienate any users who do not identify with that group.
  D. You should design alternate sites for the subset of your audience that needs assistive technologies.

4. Testing with end users occurs in some fashion in each of the six phases of the Web Development Process Model. Select the one phase that does not have the correct description of how users are used for testing in that phase.
Please select the best answer.
  A. Discovery: audience identification, summarize demographic characteristics in RFP/Statement of Need
  B. Definition: audience analysis; identify Web usage patterns
  C. Design: validation of signs and metaphors through tracking and collection of statistics
  D. Development: testing and validation of signs and metaphors
  E. Delivery: metrics: tracking and collection of usage statistics; targeted marketing campaign
  F. Post-Delivery: analysis of metrics, adjustments as needed per audience usage, continuous update of content