Short case study on building and analyzing an A/B experiment.
In this chapter we'll continue with our case study, now moving to our statistical analysis. We'll also discuss how to do follow-up experiment planning.
In this chapter we'll dive deeper into the core concepts of A/B testing. This will include discussing A/B testing research questions, assumptions and types of A/B testing, as well as what confounding variables and side effects are.
In the final chapter we'll go over more types of statistical tests and power analyses for different A/B testing designs. We'll also introduce the concepts of stopping rules, sequential analysis, and multivariate analysis.