Cultural Differences and Usability Evaluation: Individualistic and Collectivistic Participants Compared

Authors: Hall, Marinda; de Jong, Menno; Steehouder, Michaël

Source: Technical Communication, Volume 51, Number 4, November 2004 , pp. 489-503(15)

Publisher: Society for Technical Communication

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Abstract:

This article reports a study comparing members of collectivistic/high-context and individualistic/low-context cultures as participants in a Web usability test. Participants’ experiences and their feedback are analyzed for two commonly used evaluation methods: retrospective think-aloud protocols and the plus-minus method. The results show that the plus-minus method reveals considerably fewer user problems when used by members of a collectivistic rather than an individualistic culture. Retrospective think-aloud protocols seem to be less susceptible to cultural bias but differ in two respects: collectivistic participants tend to refrain from comments beyond the user role assigned to them, and they express their comments more indirectly than individualistic participants. Implications for the methodology of usability testing are discussed.

Document Type: Journal article

Publication date: 2004-11-01

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Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
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