手法を比較

	パイロットA/Bテスト	要因付きA/Bテスト
分野	実験計画法	実験計画法
系統	Process / pipeline	Process / pipeline
提唱年	2000s–2010s (formalized in digital experimentation literature)	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s
提唱者	Derived from pilot study methodology (Kraemer et al., 2006) applied to A/B testing practice	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s
種類	Experimental design — feasibility study	Controlled online/field experiment
原典	Thabane, L., Ma, J., Chu, R., Cheng, J., Ismaila, A., Rios, L. P., Robson, R., Thabane, M., Giangregorio, L., & Goldsmith, C. H. (2010). A tutorial on pilot studies: The what, why and how. BMC Medical Research Methodology, 10(1), 1.	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 978-1108724265
別名	pilot split test, feasibility A/B test, preliminary A/B experiment, pilot randomized comparison	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment
関連	5	6
概要	A Pilot A/B test is a small-scale, preliminary split-test experiment run before a full A/B test to assess feasibility, estimate effect sizes, detect operational problems, and validate measurement instruments. Participants are randomly assigned to a control condition (A) and a treatment condition (B), but the study is explicitly underpowered — its purpose is to inform the design of the definitive test, not to yield a conclusive comparison.	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.