Characterizing audience for informational web site design.(Case Study)

Technical Communication, February, 2004 by Turns, Jennifer; Wagner, Tracey S.

SUMMARY

* Presents a sample of audience analysis results and discusses how they were used to make design decisions

* Reflects on the strategy, the insights gained from the data, and the impact of the results on the subject Web site

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AUDIENCE ANALYSIS AND WEB SITE DESIGN

For technical communicators involved in Web site design, audience analysis is an integral part of the design process. However, such a simple statement masks an increasing amount of complexity--audience analysis options seem to be proliferating. For example, the trend toward empirical audience analysis (Schriver 1997) has technical communicators choosing among methods such as online surveys (such as Burkey and Kuechler 2003), logfile analysis (such...

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