This paper explores the perception and effectiveness of mobile search ads from the perspective of users. The study investigates the attention and interaction of users as well as their subjective estimation of paid listings within Google search results on smartphones. During the tests, each of the 20 users has to accomplish four different search tasks. Data collection methods combine eye-tracking with clickthrough analysis and interviews. Results indicate that there is no "ad blindness" on mobile search, but similar to desktop search, users also tend to avoid search advertising on smartphones. For mobile search, ads appear to cause higher usability costs than on desktop.
KeywordsSearch engine advertising, mobile search behavior, eyetracking analysis.
Zusammenfassung: Dieser Beitrag zeigt informationswissenschaftliche Ansätze für die domänenspezifische Bedarfsanalyse in den Digital Humanities anhand eines laufenden Projekts. In dem Projekt Welt der Kinder werden in einem interdisziplinären Team aus Historikern, Computerlinguisten und Informationswissenschaftlern innovative Methoden entwickelt und evaluiert, mit denen ein großes historisches Schulbuchkorpus mit Mitteln der automatischen Textanalyse vergleichend ausgewertet wird. Aus informationswissenschaftlicher Sicht werden dabei Methoden für die nutzerzentrierte Bedarfsanalyse eingesetzt und bewertet, die in einen Anforderungskatalog für die Systemgestaltung münden sollen.
This paper reports on the user centered, formative evaluation of tools and the validation of models for the analysis of historical textbooks in the context of the digital history project Children and their World. The goal of the project is to create methods for computer-supported, interactive analysis that can be applied to a large corpus of historical textbooks on history and geography (~5000 volumes). A first version of a tool for text analysis has been created based on a user centered design process, including a contextual study on current work practices of historians, participative design workshops, and the prioritization of requirements with the project stakeholders. In addition, several generations of text models used in these tools have been iteratively evaluated by the historians in the project. In the context of a cooperative validation study, researchers have used these tools to examine existing hypotheses from the field. The method enables the validation of text models regarding established knowledge, provides additional insights into the requirements for tools and visualizations, and helps to strengthen the expert users' trust in the tools. Based on the findings, this paper proposes four principles for the analysis of a corpus of historical texts. Moreover, the methods presented are discussed regarding the application of user centered design in the context of digital humanities projects.
Results of empirical usability evaluations in large softwaredevelopment organizations constitute a valuable asset for these companies. Information needs of usability professionals in these organizations are diverse, and involve both qualitative findings and quantitative data from diverse research methods and sources. Therefore, usability specialists need support for organizing, retrieving, assessing, and analyzing the internal results of usability research. This paper focuses on a method used to evaluate a prototype of a faceted retrieval tool that specifically supports usability specialists accessing a collection of usability results. The evaluation (n=11) was conducted using a primarily qualitative, scenario-based approach. Because of this, it was possible to direct evaluation towards conceptual issues instead of examining details of the surface of the interface. In addition, a survey collected answers to standardized items on the usefulness and ease of use of the system in combination with more domain specific questions. Together, these results provide a valid foundation for the assessment of the usefulness and the relative priority of features.
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