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Research Both Quantitative and Qualitative research methods are used by Dr. Hazari to analyze web sites. While quantitative approaches are most common in experiments that involve collection of data and its analysis using statistics (example: time taken to load images at different speeds on the front page), qualitative methods use observation, case studies, interviews to collect qualitative data (example: ease-of-use, navigation) and analyze it using grounded theory and ethnographic approaches. Another unique approach is use of Action Research which combines both theory and practice. While the body of knowledge in E-commerce area is still very small (but growing rapidly), the use of action research for problem diagnosis, reflective learning, and action intervention can be of benefit to this area. The bottom line in providing this service is to use underlying theory applied to design and implementation of web sites to measure effectiveness in increasing sales for clients and generating a higher order to visitor ratio. The research base in the area of Instructional design, information mapping, human computer interaction, assessment, and consumer marketing for a new medium, has been studied in-depth by Dr. Hazari. These theories are applied while evaluating e-commerce site evaluation and analysis. This approach represents application of theoretical models to practitioner situations. See EXAMPLE
of the most popular E-Commerce Sites.
Research Areas Dr. Hazari has been conducting research in the following E-commerce areas:
Usability Analysis Rapid pace of changes in technology and increased level of competition necessitates changes in design and content be made to E-commerce sites on a regular basis. Very often web pages are planned without regard to total site design. Web sites must be planned within a well connected architecture framework. When incorporated in the design stages, Usability Analysis helps plan and develop web sites for ease-of-use and effective functional navigation. This is one of the best methods that can be used in finding problems in design. Heuristic Evaluation is one of the methods used for usability analysis and inspection. Heuristic evaluation involves checking if elements of web design conform to usability principles (the "heuristics"). Other methods that are not specific to E-commerce sites but may be used are Heuristic estimation (here the inspector quantifies relative usability of more than one design), cognitive walkthrough (simulates user's problem solving process), pluralistic walkthroughs (uses group meetings in which users, developers go through each step in the scenario e.g., placing an order), feature inspection (checks sequence of features used to accomplish a task), consistency inspection (checks if all web pages are consistent in design), and standards inspection (check for compliance). Web sites should ideally be designed by a team. Although an e-commerce site is a business venture heavily dependent on information technology, it does not automatically become the responsibility of the IT personnel who may be familiar with technology itself but not the business models, target audience, and marketing issues. For example, at Levi Strauss Company, the web site is maintained by the marketing department but underlying support of the web server is provided by the IT department. The web strategy of a company should support the core business strategy. Not realizing this, many ISP's design a one-size-fits-all e-commerce site. Often these sites do not take into account customer needs, marketing, strategic outcomes, and business processes. These sites designed by technical personnel may have the latest bells and whistles (such as multimedia and java) but be lacking in form, function, and navigation. As an example, if a site were to be designed from the ground up using traditional instructional design and human computer interface theory, the following personnel would be needed:
Obviously, most e-commerce vendors do not have the resources to hire all personnel with core competencies listed above. As a result, an independent evaluation of the e-commerce site would shed light on deficiencies that may be coming in the way of increased revenues and profitability. An analysis would put into perspective how well the web strategy is meeting the core business strategy.
See excerpts of sample analysis using CASE
STUDIES of popular e-commerce sites. Resource Links Here are some other articles that may give readers an idea about e-commerce issues. (Note: The links below will open a new browser window)
Additional information available on request
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