Terminology

Member lesson

The words for research

Lesson 9 of 11 in Terminology.

Qualitative vs. Quantitative UX Research · NNgroup
Lesson

Research words matter because they decide how much weight a finding can carry. Eight interviews and a survey of two thousand answer different questions and neither substitutes for the other.

An ink drawing with a researcher listening to one woman over tea at a kitchen table on the left, and another researcher sorting a tall pile of tick-box forms beside a bar chart on the right.
One long talk at a kitchen table tells you why people do something. A tall stack of short tick-box forms tells you how many of them do it.
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  1. Question 1, locked

    Which of these words means this? “Why. Small numbers, deep answers, not projectable.”

    • Crop marks
    • Qualitative
    • Trim
    • Bleed
  2. Question 2, locked

    Which of these words means this? “How many. Large numbers, shallow answers, projectable.”

    • KPI
    • Quantitative
    • Deliverable
    • Mandatory
  3. Question 3, locked

    Which of these words means this? “Who was asked. Decides what the numbers are worth.”

    • Sample
    • Iconic
    • Curated
    • Innovative

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