[Air-l] Number Fetishism

[Alex Kuskis]

This is for our friend from Oz who is so keen on quantitative analysis
to the exclusion of all else.........Alex Kuskis
Alertbox, March 1, 2004:
Risks of Quantitative Studies
  Summary:
  Number fetishism leads usability studies astray by focusing on statistical
analyses that are often false, biased, misleading, or overly narrow. Better
to emphasize insights and qualitative research.
There are two main types of user research: quantitative (statistics) and
qualitative (insights). Quant has quaint advantages, but qualitative
delivers the best results for the least money. Furthermore, quantitative
studies are often too narrow to be useful and are sometimes directly
misleading.

http://www.useit.com/alertbox/20040301.html