手法を比較

	クロスオーバーA/Bテスト	ABデザイン
分野	実験計画法	実験計画法
系統	Process / pipeline	Process / pipeline
提唱年	1949 (crossover design); 2000s (online A/B application)	1960s
提唱者	Crossover design: E. J. Williams (1949); A/B testing framework: Ronald Fisher (experimental roots); modern online application widely attributed to Google and Microsoft experimentation teams	Murray Sidman; Baer, Wolf & Risley
種類	Within-subject controlled experiment	Single-subject experimental design
原典	Jones, B., & Kenward, M. G. (2014). Design and Analysis of Cross-Over Trials (3rd ed.). Chapman and Hall/CRC. ISBN: 9781439861424	Sidman, M. (1960). Tactics of Scientific Research: Evaluating Experimental Data in Psychology. Basic Books.
別名	within-subject A/B test, crossover split test, repeated-measures A/B test, AB crossover experiment	baseline-intervention design, AB single-case design, AB phase design
関連	6	4
概要	A crossover A/B test is an experimental design in which the same participants or units are exposed to both treatment A and treatment B in sequence, with each serving as their own control. By eliminating between-subject variability, the design achieves higher statistical power than a standard parallel A/B test at the same sample size, but it requires careful handling of carryover effects and time-period confounds.	The AB design is the simplest single-subject experimental design, consisting of two sequential phases: a baseline phase (A) in which the target behavior is observed under natural conditions without intervention, followed by an intervention phase (B) in which the treatment or manipulation is introduced. Changes in the behavior's level, trend, or variability between phases are used to infer the effect of the intervention on the individual participant.