방법 비교

	Crossover A/B Test	AB 설계
분야	실험설계	실험설계
계열	Process / pipeline	Process / pipeline
기원 연도	1949 (crossover design); 2000s (online A/B application)	1960s
창시자	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
유형	Within-subject controlled experiment	Single-subject experimental design
원전	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.
별칭	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
관련	6	4
요약	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.