手法を比較

	要因付きA/Bテスト	要因実験
分野	実験計画法	実験計画法
系統	Process / pipeline	Process / pipeline
提唱年	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s	1926–1935
提唱者	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s	Ronald A. Fisher
種類	Controlled online/field experiment	Quantitative experimental design
原典	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 978-1108724265	Fisher, R. A. (1935). The Design of Experiments. Oliver and Boyd.
別名	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment	factorial design, factorial ANOVA design, multi-factor experiment, crossed-factor design
関連	6	6
概要	A factorial A/B test is a controlled online experiment that simultaneously manipulates two or more independent factors, each at two or more levels, exposing different user groups to every combination of factor levels. Rooted in Fisher's factorial design and operationalised at scale by tech companies, it enables researchers to estimate both the independent main effect of each factor and the interaction effects between factors — all from a single experimental run.	A factorial experiment is an experimental design in which two or more independent variables (factors) are manipulated simultaneously, and every combination of their levels is tested. Introduced by Ronald Fisher in the 1920s–1930s, it is the standard approach whenever a researcher needs to detect not only the main effect of each factor but also whether the effect of one factor depends on the level of another — the interaction effect.