방법 비교

	요인 분할 A/B 테스트	적응형 A/B 테스트
분야	실험설계	실험설계
계열	Process / pipeline	Process / pipeline
기원 연도	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s	1952 (Robbins); applied to A/B testing from ~2010s onward
창시자	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s	Herbert Robbins (bandit framework); Thompson Sampling formalized by William R. Thompson
유형	Controlled online/field experiment	Adaptive 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	Russo, D., Van Roy, B., Kazerouni, A., Osband, I., & Wen, Z. (2018). A Tutorial on Thompson Sampling. Foundations and Trends in Machine Learning, 11(1), 1–96.
별칭	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment	adaptive AB test, bandit A/B test, multi-armed bandit testing, online adaptive experiment
관련	6	6
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.	An Adaptive A/B test is an experimental design that dynamically reallocates traffic or participants toward better-performing variants during the experiment itself, rather than holding allocations fixed until the end. Drawing on multi-armed bandit algorithms such as Thompson Sampling or Upper Confidence Bound (UCB), it balances the exploration of uncertain variants with the exploitation of those already showing superior performance, typically yielding higher aggregate outcomes while still producing valid inferential conclusions.