Jämför metoder

	Pragmatisk A/B-test	A/B-test (online kontrollerat experiment)	Full Factorial Experimental Design	Randomiserad kontrollerad studie (RCT)
Ämnesområde	Försöksplanering	Försöksplanering	Försöksplanering	Försöksplanering
Familj	Process / pipeline	Hypothesis test	Hypothesis test	Hypothesis test
Ursprungsår	1967 (pragmatic framing); 2007–2012 (large-scale tech A/B testing practice)	1935	1926	1948
Upphovsperson	Pragmatic trial framing: Schwartz & Lellouch (1967); A/B testing in technology: Ron Kohavi and colleagues at Microsoft (~2007–2012)	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)
Typ	Randomized comparative experiment	Parametric comparison (frequentist or Bayesian)	Parametric factorial experiment	Interventional comparative study
Ursprungskälla	Schwartz, D., & Lellouch, J. (1967). Explanatory and pragmatic attitudes in therapeutical trials. Journal of Chronic Diseases, 20(8), 637–648.	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.
Alias	pragmatic split test, real-world A/B experiment, pragmatic online experiment, pragmatic controlled experiment	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
Närliggande	3	4	5	7
Sammanfattning	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.	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).