Сравнение методов

	Факториальный A/B-тест	Дизайн AB
Область	Планирование эксперимента	Планирование эксперимента
Семейство	Process / pipeline	Process / pipeline
Год появления	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s	1960s
Автор метода	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s	Murray Sidman; Baer, Wolf & Risley
Тип	Controlled online/field experiment	Single-subject experimental design
Основополагающий источник	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.
Другие названия	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment	baseline-intervention design, AB single-case design, AB phase design
Связанные	6	4
Сводка	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.