Business Experiments with R. B. D. McCullough

      1  Cover

      2  Title Page

      3  Copyright

      4  Dedication

      5  Preface Suggested Courses Using This Book

      6  Acknowledgments

      7  Bruce McCullough

      8  About the Companion Website

      9  1 Why Experiment? 1.1 Case: Life Expectancy and Newspapers 1.2 Case: Credit Card Defaults 1.3 Case: Salk Polio Vaccine Trials 1.4 What Is a Business Experiment? 1.5 Improving Website Designs 1.6 A Brief History of Experiments 1.7 Chapter Exercises 1.8 Learning More 1.9 Statistics Refresher

      10  2 Analyzing A/B Tests: Basics 2.1 Case: Improving Response to Sales Calls (Two‐Sample Test of Means) 2.2 Case: Email Response Test (Two‐Sample Test of Proportions) 2.3 Case: Comparing Landing Pages (Two‐Sample Test of Means, Again) 2.4 Case: Display Ad Clickthrough Rate 2.5 Case: Hotel Ad Test 2.6 Chapter Exercises 2.7 Learning More Notes

      11  3 Designing A/B Tests with Large Samples 3.1 The Average Treatment Effect Exercises 3.2 Internal and External Validity Exercises 3.3 Designing Conclusive Experiments Exercises 3.4 The Lady Tasting Tea Exercises 3.5 Testing a New Checkout Button Exercises 3.6 Chapter Exercises 3.7 Learning More

      12  4 Analyzing A/B Tests: Advanced Techniques 4.1 Case: Audio/Video Test Reprise (One‐Sided Tests) 4.2 Case: Typing Test (Paired ‐Test) 4.3 A/B/n Tests 4.4 Minimum Detectable Effect 4.5 Subgroup Analysis 4.6 Simpson's Paradox 4.7 Test and Roll 4.8 Chapter Exercises 4.9 Learning More 4.10 Axppendix on One‐Sided CIs, Tests, and Sample Sizes

      13  5 Designing Tests with Small Samples 5.1 Case: Call Center Scripts (ANOVA) 5.2 Case: Facebook Geo‐Testing (Latin Square Design) 5.3 Dealing with Covariate Imbalance 5.4 Chapter Exercises 5.5 Learning More

      14  6 Analyzing Designs via Regression 6.1 Experiments and Linear Regression 6.2 Dummies, Effect Coding, and Orthogonality 6.3 Case: Loan Experiment Revisited (Interactions) 6.4 Case: Direct Mail (Three‐Way Interactions) 6.5 Pretreatment Covariates in Regression 6.6 Chapter Exercises 6.7 Learning More 6.8 Appendix: The Covariance Matrix of the Regression Coefficients

      15  7 Two‐Level Full Factorial Experiments 7.1 Case: The Postcard Example 7.2 Case: Email