방법 비교

	요인 분할 A/B 테스트	AB 설계
분야	실험설계	실험설계
계열	Process / pipeline	Process / pipeline
기원 연도	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s	1960s
창시자	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s	Murray Sidman; Baer, Wolf & Risley
유형	Controlled online/field experiment	Single-subject experimental design
원전	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 978-1108724265	Sidman, M. (1960). Tactics of Scientific Research: Evaluating Experimental Data in Psychology. Basic Books.
별칭	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment	baseline-intervention design, AB single-case design, AB phase design
관련	6	4
요약	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.	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.