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But often we see just a few participants (or even a single person) choose a certain answer or path. What should we make of that? Is it meaningful, or just an outlier that we can safely ignore?
- example of outliers
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For example, here's a task from a tree test run by Meridian Energy (a power company):
How much electricity did your household use last week?
And here's where they went from the Meridian Home page:
The few participants who chose ~ About Us or For Business or For agribusiness may have done so honestly (because they thought it was the best answer) or because they were tired/bored/hurried and just clicked randomly. In an unmoderated online study, it’s hard to know which.
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