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| A/B 테스트 (온라인 통제 실험)× | Randomized Controlled Trial (RCT)× | |
|---|---|---|
| 분야 | 실험설계 | 실험설계 |
| 계열 | Hypothesis test | Hypothesis test |
| 기원 연도≠ | 1935 | 1948 |
| 창시자≠ | Ron Kohavi et al. (Microsoft); conceptual roots in R. A. Fisher's randomized experiments (1935) | James Lind (early precursor, 1747); modern formulation: Austin Bradford Hill & Medical Research Council (1948) |
| 유형≠ | Parametric comparison (frequentist or Bayesian) | Interventional comparative study |
| 원전≠ | Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 9781108724265 | Schulz, K.F., Altman, D.G., Moher, D., for the CONSORT Group (2010). CONSORT 2010 Statement: Updated Guidelines for Reporting Parallel Group Randomised Trials. BMJ, 340, c332. DOI ↗ |
| 별칭 | split test, controlled experiment, two-variant test, A/B Testi (Online Kontrollü Deney) | RCT, randomised controlled trial, clinical trial, Randomize Kontrollü Çalışma (RCT) Tasarımı |
| 관련≠ | 4 | 7 |
| 요약≠ | An A/B test is a randomized controlled experiment that simultaneously exposes two groups of users to a control variant (A) and a treatment variant (B) in order to determine whether a measured outcome differs significantly between them. The modern online controlled experiment framework was systematized by Ron Kohavi and colleagues at Microsoft in the early 2000s, building on R. A. Fisher's classical randomization principles from 1935. It is the dominant causal inference tool in web product development, digital marketing, and experimentation platforms. | A randomized controlled trial (RCT) is the gold standard experimental design in clinical and health research, in which participants are randomly allocated to a treatment group or a control group so that the effect of an intervention can be measured with the highest possible degree of internal validity. The modern parallel-group RCT was formalized by Austin Bradford Hill and the Medical Research Council in their landmark streptomycin trial of 1948, and its reporting is governed today by the CONSORT 2010 guidelines (Schulz et al., 2010). |
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