A small world on feet of clay? A comparison of empirical small-world studies against best-practice criteria

Small-world studies were introduced by Milgram and others in the 1960s and 1970s. These studies, and a majority of variants conducted by others, display a number of methodological weaknesses that bias their results. While no explicit methodological standard exists for these studies, here I derive a number of best-practice criteria for small-world studies by pointing out mistakes of previous studies, and by applying methodological standards from other empirical research areas. Improving the methodology of letter referral studies is important, because such studies could still be useful in a number of contexts today, especially for the exploration of factors affecting targeted search processes.