User Tracking. Anwendungsmöglichkeiten der effizientesten Methoden in der Usability- Forschung im Vergleich
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Studienarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,7, Technische Universität Dresden (Institut für Kommunikationswissenschaft), Veranstaltung: Hauptseminar: "Faktoren der Nutzung und Bewertung von Websites", Sprache: Deutsch, Abstract: Die verschiedenen Methoden des User Tracking können im Rahmen der Usability-Forschung verwendet werden, um das Surfverhalten von Internetnutzern auf einer oder mehrerer Webseiten zu verfolgen und mit den gewonnenen Daten gezielt Verbesserungen der eigenen Angebote vorzunehmen. Datenschutzrechtlichen Bedenken wird in diesem Zusammenhang immer wieder gern mit dem Argument begegnet, dass mehr Informationen über einen Nutzer in der Online- Werbewirkungsforschung auch einen Gewinn für Diesen bedeuten würden, etwa in Form personalisierter Produkt- und Informationsangebote oder eines bequemeren Einkaufs im Internet. Ein gro es Hindernis für die Usablity- Forschung stellt aber die Anonymität der User während ihres Aufenthaltes im Internet dar. So können zwar oft enorme Datenmengen über den Besuch einer bestimmten Webseite gesammelt werden, aber es ist meist nicht möglich nachzuvollziehen, welche Person sich hinter einer bestimmten IP- Adresse verbirgt. Zudem werden viele Adressen im Internet nur temporär vergeben und nur die jeweiligen Onlineprovider kennen die reale Identität ihres Kunden. Die Bewegungen eines Nutzers auf einer einzelnen Webseite sind dabei noch relativ unkompliziert zu beobachten und können etwa in Verbindung mit Passwörtern oder Permanent Cookies auch auf bestimmte Personen - und damit eventuell bekannte sözio- ökonomische Daten - bezogen werden. Die Bewegungen eines Users über mehrere Webseiten hinweg zu erfassen gestaltet sich dagegen schon merklich schwieriger und führte zur Entwicklung einer Reihe von Verfahren, welche sich nicht selten in einer datenschutzrechtlichen Grauzone befinden. Angesichts der verwirrenden Fülle verschiedener User Tra
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