Introduction
Review
of Literature
Dissemination
of Research
Technology
Issues and Decisions
Phase
I: Color Preference Test
Phase
II: Shades of Difference
Phase
III: Website Preferences
Phase
IV: Alternative Presentations of Identical Content
Conclusions
Bibliography
|
|
Phase III
| Qualitative Data Analysis
What would you change in the
website you selected?
Sega
| r |
Male
|
Female
|
|
Content
|
"Add more information about the games featured such as reviews
or previews. "
"Movie File demonstrations
of the games. Full product list, or a product search engine"
"It seemed like
there was too much information packed into each page."
|
"Not as busy-
a little simpler."
|
|
Design
|
"Home page should have fewer menus, offering a couple at
a time and then enabling more menus within the selected page.
"
"Stop advertisements
from popping up on the sega.com website."
|
"The navigation
can be confusing at times, especially when you first enter the
website. this could be due to the color scheme which might distract
users from the links."
"Provide a search
engine for the overall website."
|
Compaq
| r |
Male
|
Female
|
|
Content
|
"Maybe some more
information. "
|
"I would have more clear and bigger pictures of the different
products so that the person can easily see all the features."
|
|
Design
|
"The profuse amount
of information on the site is organized efficiently, but not
categorized enough for a beginner to use without being confused
and overwhelmed. "
|
"The format makes it hard to read. The chart was also very
hard to read; therefore it was quite discouraging to go further.
It hurt my eyes because everything looked like somewhat of a jumble.
I would make it easier to read and spread out but so that it is
still efficient. "
|
3com
| r |
Male
|
Female
|
|
Content
|
"more information"
|
no respondent comment
|
|
Design
|
"I would add some flash."
"More interactive
design on products, such as 3D graphics."
|
no respondent comment
|
Cisco
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
no respondent comment
|
|
Design
|
"layout and some colors"
"Put more graphics
and other things that would make it appealing to the user so they
would revisit the site."
|
no respondent comment
|
Save the Children
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
"In general I think all of these websites, including the one
I picked as a favorite, should give some kind of introduction about
what the website is about."
"i would have
video clips of the children because this would be a more persuasive
technique to get someone to donate. "
|
|
Design
|
"I thought the
site was too simple looking. I would add some more images or change
the white backgrounds."
|
"Maybe the site could have some brighter colours added to
it. It was a little dull..."
"Design some menus
which are easy to follow."
|
Religious Tolerance
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
no respondent comment
|
|
Design
|
"This a religious
website that seems serious in nature, yet it has many ads. They
take away from the content of the site."
"Update the design
of the web page. It's too plain and dull."
|
"Maybe make it look more interesting. Although the information
provided was extremely interesting, it wasn't much to look at
and that took away from the entire site. Maybe have a few more
graphics at least and not so many advertisements."
"More direct links
to a specific page that I am interested in. Too much information
on one page maybe open the links in a different page."
|
Amnesty
| r |
Male
|
Female
|
|
Content
|
"clearer statement of purpose on homepage"
"I liked the presentation,
but I would have a small paragraph giving the basic introduction
and mission statement of Amnesty International for those who are
not familiar with this group."
|
no respondent comment
|
|
Design
|
"Less information
on the first page."
|
"make a variety of languages available to view the site
in."
|
Sierra
| r |
Male
|
Female
|
|
Content
|
"Have more information available."
|
no respondent comment
|
|
Design
|
"Even though it was more clear than the other sites, it
still contained too many places for one to click."
"Should add more
pictures and videos."
|
no respondent comment
|
Getty
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
no respondent comment
|
|
Design
|
"Make it more visually appealing to the inexperienced art
goer"
"I would definitely
change the colors of some of the websites, because some of them
are too bright to be able to see some of the font. I would also
make the fonts a lot larger."
|
"not all the graphics
were easy to see because you needed flash plug in. "
|
Moma
| r |
Male
|
Female
|
|
Content
|
"A better overview of what "MOMA" is might be useful
so that people know what sort of webpage they are viewing. Maybe
a picture or two on the home page to illustrate artistic expression."
|
no respondent comment
|
|
Design
|
"I would put the
menu button at the top not just the bottom."
|
"Since it is a webpage about a museum, i would make it more
colorful."
"The links should
be easier to access."
|
Hermitage
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
" When the website first comes up it should say "about
us" somewhere so that people know exactly what they are about
to get into."
|
|
Design
|
"Eliminate scrolling on the first main page possibly through
the use of other fonts. Otherwise it is great and engaging."
"The non- flash
pages in the beginning should be as organized as the flash section."
|
no respondent comment
|
Smithsonian
| r |
Male
|
Female
|
|
Content
|
no respondent comment
|
no respondent comment
|
|
Design
|
"Have all departmental
pages stick to one color scheme."
|
"Very hard to navigate through the website without getting
lost. Have to go back to get to the right link."
"I'd create menus
so it's easy for a viewer to follow and navigate. Each page's
form should be uniform."
|
Project C.O.P.E.: Content,
Organization, Preference, Evaluation
Principal Investigator: Kay E. Vandergrift, Professor
Research Team: Janet Hilbun, Ph.D. Student and Graduate Assistant;
Lin Lin, Ph.D. Student and Teaching Assistant; Alex Daley, Manager, Information
Technology Services; Jane Anne Hannigan, Professor Emerita, Columbia University,
Consultant (Members of the team conducting the actual research have passed
the Human Subjects Certification Program)
Photography: Lin Lin
School of Communication, Information and Library Studies, SCILS - Rutgers
University
|
