方法对比

	簇随机 A/B 测试	阶乘 A/B 测试
领域	实验设计	实验设计
方法族	Process / pipeline	Process / pipeline
起源年份	2010s (digital platforms); cluster RCT roots date to the 1970s–1980s	Factorial design: 1920s–1930s; applied online as factorial A/B test: 2000s–2010s
提出者	Developed from cluster randomized trial methodology; popularized in digital experimentation by researchers at Facebook, LinkedIn, and Microsoft Research (2010s)	Ronald A. Fisher (factorial design); digital A/B testing popularized by Google, Microsoft, and Amazon in the 2000s
类型	Experimental design	Controlled online/field experiment
开创性文献	Ugander, J., Karrer, B., Backstrom, L., & Kleinberg, J. (2013). Graph cluster randomization: Network exposure to multiple universes. Proceedings of the 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 329–337.	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 978-1108724265
别名	cluster A/B test, group-randomized A/B test, network A/B test, cluster-level split test	factorial split test, multi-factor A/B test, factorial online experiment, factorial controlled experiment
相关	6	6
摘要	A cluster randomized A/B test is an experimental design in which intact groups (clusters) — such as cities, schools, social network communities, or app user segments — are randomly assigned as whole units to either the treatment (A) or control (B) condition, rather than randomizing individual users or subjects. This approach is used when treatment effects would spill over between individuals if individual-level randomization were applied, or when the intervention must be delivered at the group level.	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.