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Pragmatic A/B Test

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.

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Pragmatic A/B Testing (Pragmatic Randomized Experiment)

Taxonomisk metodpost · process-pipeline / experimental-design

Schwartz, D., & Lellouch, J. (1967). Explanatory and pragmatic attitudes in therapeutical trials. Journal of Chronic Diseases, 20(8), 637–648. · DOI 10.1016/0021-9681(67)90041-0
Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. · ISBN 978-1108724265

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Used in the same domainA/B Testmachine-suggested · Relational suggestion, not evidence.Used in the same domainFull Factorial Designmachine-suggested · Relational suggestion, not evidence.Used in the same domainRandomized Controlled Trialmachine-suggested · Relational suggestion, not evidence.