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10 Wrapping Up > Introduction - Pg. 269

CHAPTER Wrapping Up 10 INTRODUCTION "One of science's defining characteristics is that new ideas are developed and that both new and old ideas are tested empirically. ... Just like any other science, what you want to know about any statis- tical technique is the degree to which it might give you a wrong answer and whether there are other methods around that give you a better chance of getting things right. There aren't rules, laws and commandments about this, you just have to know the latest research data" (Vickers, 2010, p. 140). In this book we've shared decades of research in what we believe to be the best statistical approaches to solving the most common issues that arise in user research, including modifications to our current practices based on recent published research in binomial confidence intervals and the analysis of 2 × 2 contingency tables. We've covered the three major statistical questions: the preci- sion of estimates (confidence intervals), tests against benchmarks, and comparison of products. The