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| 실용적 A/B 테스트× | Randomized Controlled Trial (RCT)× | |
|---|---|---|
| 분야 | 실험설계 | 실험설계 |
| 계열≠ | Process / pipeline | Hypothesis test |
| 기원 연도≠ | 1967 (pragmatic framing); 2007–2012 (large-scale tech A/B testing practice) | 1948 |
| 창시자≠ | Pragmatic trial framing: Schwartz & Lellouch (1967); A/B testing in technology: Ron Kohavi and colleagues at Microsoft (~2007–2012) | James Lind (early precursor, 1747); modern formulation: Austin Bradford Hill & Medical Research Council (1948) |
| 유형≠ | Randomized comparative experiment | Interventional comparative study |
| 원전≠ | Schwartz, D., & Lellouch, J. (1967). Explanatory and pragmatic attitudes in therapeutical trials. Journal of Chronic Diseases, 20(8), 637–648. DOI ↗ | 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 | pragmatic split test, real-world A/B experiment, pragmatic online experiment, pragmatic controlled experiment | RCT, randomised controlled trial, clinical trial, Randomize Kontrollü Çalışma (RCT) Tasarımı |
| 관련≠ | 3 | 7 |
| 요약≠ | A pragmatic A/B test is a randomized comparative experiment that evaluates two alternatives — a control (A) and a treatment (B) — under real-world operating conditions rather than tightly controlled laboratory settings. Rooted in the pragmatic-versus-explanatory trial distinction introduced by Schwartz and Lellouch in 1967 and brought to large-scale practice by online experimentation teams at Microsoft, Google, and Amazon, it prioritizes decision-relevant effectiveness over internal mechanistic explanation. | 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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