Subject: Re: Scrolling Studies From: meyer@newslink.org (Eric Meyer) Date: Tue, 10 Sep 1996 09:05:27 -0500

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>> Unfortunately, this is not quantitative data but only qualitative:
>> i.e., this is what we have observed over many tests, but I can't
>> give you the exact percentage. My estimate is that only about 10%
>> of users scroll while navigating.

Extrapolation of quantitative results from qualitative studies is
extremely perilous, and the external validity of such studies must be
seriously questioned.

While it is very useful to know that a select group of people didn't
seem to scroll a lot while researchers watched over their shoulders,
one must be very wary of saying anything beyond that.

The last sentence clearly goes way too far. But the real problem is
that many of you -- not to sound like a research snob or anything --
won't understand that difference and will make decisions on the
basis of research not designed to give you a quantifiable, externally
valid result.


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