Comparar métodos

	Teste A/B (Experimento Controlado Online)	Delineamento Experimental Fatorial Completo	Ensaio Clínico Randomizado (ECR)
Área	Delineamento experimental	Delineamento experimental	Delineamento experimental
Família	Hypothesis test	Hypothesis test	Hypothesis test
Ano de origem	1935	1926	1948
Autor original	Ron Kohavi et al. (Microsoft); conceptual roots in R. A. Fisher's randomized experiments (1935)	R. A. Fisher	James Lind (early precursor, 1747); modern formulation: Austin Bradford Hill & Medical Research Council (1948)
Tipo	Parametric comparison (frequentist or Bayesian)	Parametric factorial experiment	Interventional comparative study
Fonte seminal	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 9781108724265	Box, G. E. P., Hunter, J. S., & Hunter, W. G. (2005). Statistics for Experimenters: Design, Innovation, and Discovery (2nd ed.). Wiley. ISBN: 978-0471718130	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.
Outros nomes	split test, controlled experiment, two-variant test, A/B Testi (Online Kontrollü Deney)	factorial experiment, 2^k factorial, full factorial, Faktöriyel Deneme Deseni (Full Factorial, 2^k)	RCT, randomised controlled trial, clinical trial, Randomize Kontrollü Çalışma (RCT) Tasarımı
Relacionados	4	5	7
Resumo	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 full factorial design is a parametric experimental method in which every combination of factor levels is tested simultaneously, enabling the estimation of all main effects and all interaction effects in a single study. Rooted in R. A. Fisher's foundational work on designed experiments (1926) and systematically developed by Box, Hunter, and Hunter (2005) and Montgomery (2017), the 2^k form tests k two-level factors across 2^k experimental runs and is the benchmark against which all other factorial designs are measured.	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).