University of Michigan - Ann Arbor

Qualitative data in UX research

Quantitative data in UX research

Qualitative vs quantitative UX research

- Compare different designs or products and examine if they are statistically different, meaning not by chance 
- Numbers can be persuasive 
- Relate UX improvements into organizational goals

Benefits of Quantitative Methodologies in UX Research

- Generality to the specificity of research questions will determine specific methods should be used 

Choosing the Correct Quantitative Method for Certain Research Questions 

-	Specific tools, number of participants, and time used to conduct the quantitative study will impact the cost 
-	Online methods tend to be used to save money 
-	In-person methodologies are the most expensive because traveling and equipment rentals will impact the price and time of conducting the research


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