Understanding Questions Finishing Forms Self Consciousness Don’t Know Asking the wrong questionsQuestions that shape possible answers Setting expectations
Have you stopped beating your wife?Would you vote for a woman for president if shewere qualiﬁed in every other way?Does it seem possible or does it seem impossibleto you that the Nazi extermination of the Jewsnever happened? (34% negative)Are you certain the Holocaust happened? (1%negative)
Observed/BehavioralDigital is data Just pay attentionEverything is recorded
Data never tells the whole truthBut most of the time it’s people who screw up
Potential customers cost $2.68What is a viewer worth?
Qualitative vs Quantitative Descriptive Numerical Observed Measured Disagreement Units possible Requires Speaks for itself interpretation Counting is not measurement
Tell me about your day? Great! I awoke at 0600. A I got up early, the passenger held a train weather was great, door for me. Thepeople on the subway median temperaturewere nice, lunch was was 72ºF, and Igreat and I felt good! consumed 1700
Data from Another Source What is the source? Who collected it? Who analyzed it? Why was it commissioned? What is the perspective/agenda?
Binaries don’t existMore than one thing can be true Don’t put people in boxes Life is analog
20151050 0 3.75 7.5 11.25 15 Assumptions can be dangerous