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Improving the User Experience through Practical Data Analytics by Paul D. Berger, Mike Fritz

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Chapter 5

Pass or fail? Binomial-related hypothesis testing and confidence intervals using paired samples

Abstract

In this chapter we introduce what to do when we are looking at “pass/fail” data and have “paired data,” or a “within-subject design.” “Paired data” or “paired samples” are terms that are often used when there is a within-subject comparison with only two entities. Put more simply, within-subjects design means that we have the same people trying to complete the same multiple tasks, or choose the best design, or a myriad of other scenarios in the life of a UX researcher. Of course, as we noted in Chapter 2 where we introduced the t-test for comparing means with independent samples, it is not always feasible to have paired data, due to ...

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