手法を比較

	要因付きA/Bテスト	フルファクトリアル実験
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 (Fisher's foundational paper); codified by the 1950s–1960s
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	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	Box, G. E. P., Hunter, J. S., & Hunter, W. G. (2005). Statistics for Experimenters: Design, Innovation, and Discovery (2nd ed.). Wiley-Interscience. ISBN: 978-0471718130
別名	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment	full factorial design, complete factorial design, 2^k factorial design, FFD
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 full factorial experiment runs every possible combination of all chosen factor levels, making it the gold standard for simultaneously estimating main effects, two-way interactions, and higher-order interactions among multiple independent variables. Introduced through Ronald Fisher's foundational work on factorial designs in the 1920s and systematised by Box, Hunter, and Montgomery, it provides complete information about how factors act individually and in combination on an outcome.