the mystical power of descriptive statistics
DESCRIPTION
Does your analysis seem a bit lightweight at first glance? Do other UXers' charts and graphs kick sand in your deliverable's face?Don't be afraid of numbers! You— yes, you!— can quantify anything!You'll learn how to start getting real numbers out of your qualitative research, and get over the fear that you can't "do the science stuff". Plenty of rapid-fire real-world examples, including:- Content audits!- Web analytics!- Bargain wines!- Gendered social interaction in science fiction television shows!...no, really!TRANSCRIPT
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Wendy A F G Stengel
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Don’t Fear the
Lingo
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Descriptive statistics are DATA
about DATA
We know all about that
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Nominal Variables are
CATEGORICAL
We’re all about Categories
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Ordinal Variables
have RANKS
We’re experts at Ranking
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Interval Variables
have
MEANINGFUL DISTANCES
They’re Numbers, folks
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Don’t Fear the
NUMBERS
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Where you see PATTERNS,
You are seeing NUMBERS
Medusa Fractal © flickr.com/people/zerg_attack
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You can
QUANTIFY ANYTHING
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TNG “All Good Things” © Paramount Pictures
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You are already doing
The HARD WORK
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Completely Legitimate!
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You can
DO THE SCIENCE
STUFF
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Rejecting the Null Hypothesis:
Assume two variables are NOT
related, and test to see if
that is true
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Treat Your
Ordinal Scale Data as
Interval Scale Data
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Perfectly Valid!
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Be Thoughtful
Be Sensible
Seek Truth
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This will
HELP your PRACTICE
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Reassure your Clients
&
Boost your Confidence
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You have Nothing
to Fear
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Read “How to Think about
Statistics”
Write me with questions:
Twitter @wendywoowho