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Concept
A/B test
Compare two options fairly.
ConceptSocial desirability
Answering as the person we would like to be.
ConceptPercent / percentage point
Two different ways to describe a change.
ConceptMean and median
Two ways to describe a typical value.
ConceptVariable
A characteristic that can differ across observations.
ConceptOperational definition
Specify how an abstract idea will be measured.
ConceptQuantitative data
Amounts obtained by counting or measuring.
ConceptCategorical data
Describe observations using meaningful groups.
ConceptStratified sampling
Sample from every subgroup.
ConceptCluster sampling
Select groups before individual units.
ConceptConvenience sampling
Recruit the people easiest to reach.
ConceptOpen-ended question
Let respondents answer in their own words.