The validity of verbal protocols

Russo, J. Edward; Johnson, Eric J.; Stephens, Debra L.

doi:10.3758/bf03202637

Cited by 439 publications

(337 citation statements)

References 35 publications

Supporting

Mentioning

316

Contrasting

Unclassified

Order By: Relevance

“…Although it is difficult to compare verbal protocols with nonverbal data (such as eye-tracking measures), "the evidence consistently suggests that verbal protocols do not provide as detailed a process trace as eye fixations" (Russo, 1978, p. 566). Asking individuals to think aloud interferes with their natural behavior (Russo, 1978) and concurrent verbalization reduces decision accuracy (Russo et al, 1989). Therefore, the different methodologies used could be one explanation for these inconsistent results.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Vision (im)possible? The effects of in-store signage on customers’ visual attention

Otterbring

Wästlund

Gustafsson

et al. 2014

Journal of Retailing and Consumer Services

View full text Add to dashboard Cite

We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers' visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers' levels of store familiarity and in-store search stage (navigation vs. decision making).Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers' visual attention during decision making.

show abstract

Section: Theoretical Implicationsmentioning

confidence: 99%

Vision (im)possible? The effects of in-store signage on customers’ visual attention

Otterbring

Wästlund

Gustafsson

et al. 2014

Journal of Retailing and Consumer Services

View full text Add to dashboard Cite

show abstract

“…However, the process of thinking aloud has been shown to interfere with and, in rare cases, facilitate the task about which people are reporting (e.g., Russo, Johnson, & Stephens, 1989). To test the possibility that the process of thinking aloud in Experiment 1 somehow led to the off-target retrieval underlying performance by the property group-a so-called reactive effect-we assessed strategy use through RT measures in the present experiment.…”

Section: Methodsmentioning

confidence: 99%

Estimating the frequency of events from unnatural categories

2003

View full text Add to dashboard Cite

We report two experiments about how people estimate the frequency of event properties when they are explicitly (e.g., spinach-GREEN) and implicitly (e.g., spinach) presented. In Experiment 1, verbal reports indicated that, for explicitly presented properties, participants used several retrieval-and impressionbased strategiesand were relatively accurate. Implicitly presented properties led to off-target retrieval, which brought to mind more instances of nontarget than of target properties and degraded estimates. A third group estimated the frequency of taxonomic categories (e.g., furniture) much as the explicit property group did, suggesting that people can use properties to organize remembered events. In a second experiment, estimation time patterns underscored the results of Experiment 1 and eliminated reactive verbal reports as an explanation. Off-target retrieval was both ineffective and slow.

show abstract

“…As such, reactivity might affect the working of the concurrent think-aloud method. The extent to which this happens has been and continues to be a much investigated topic (Russo et al, 1989;Ericsson and Simon, 1993;Van den Haak, De Jong & Schellens, 2003;Van den Haak, De Jong & Schellens, 2004;Alavi, 2005).…”

Section: Introductionmentioning

confidence: 99%

Evaluating municipal websites: A methodological comparison of three think-aloud variants

Haak

Jong

Schellens

2009

Government Information Quarterly

View full text Add to dashboard Cite

Usability methods have received relatively little methodological attention within the field of E-Government. This paper aims to address this gap by reporting on a usability test of the municipal website of Deventer (the Netherlands), carried out by means of three variants of the think-aloud method (concurrent/retrospective think-aloud protocols and constructive interaction). These three methods had proved successful in a previous evaluation of a different municipal website, yet we decided to replicate our study in order to investigate whether the three methods would reveal different results when applied to another municipal website with a different information architecture. The results of our study showed that, as in the previous municipal website evaluation, the three evaluation methods were largely comparable in terms of output. Nevertheless, we did find a number of differences between the present and previous municipal website evaluation regarding the workings of the three methods-differences that could be explained by the different information architectures of the municipal websites tested. This suggests that the three evaluation methods might indeed work differently depending on the nature of the website that is being evaluated, and calls for more research into the effect of task type on the validity of evaluation methods.

show abstract

The validity of verbal protocols

Cited by 439 publications

References 35 publications

Vision (im)possible? The effects of in-store signage on customers’ visual attention

Vision (im)possible? The effects of in-store signage on customers’ visual attention

Estimating the frequency of events from unnatural categories

Evaluating municipal websites: A methodological comparison of three think-aloud variants

Contact Info

Product

Resources

About