{"id":"experimental-design","title":"Experimental design and comparison","summary":"Design conditions and comparisons to examine how a changed factor relates to observed outcomes.","concepts":["Factors and responses: define changes and measured outcomes","Control: reduce the influence of alternative causes","Replication and randomization: address variation and bias"],"application":"Before testing advertising, messaging or product changes, define metrics, the target population and stopping conditions.","limitations":"Small samples, simultaneous changes and repeated interim decisions complicate interpretation. Statistical differences are not the same as business value.","directions":["Stronger control: improve the clarity of causal inference.","Field relevance: retain operating conditions and examine external validity."],"category":"Marketing","kind":"method","kind_label":"Method","persona_ids":["performance-marketer","developer"],"revision":1,"updated_at":"2026-10-07T00:00:00.000Z","sources":[{"title":"NIST/SEMATECH e-Handbook: Process Improvement Introduction","url":"https://www.itl.nist.gov/div898/handbook/pri/section1/pri1.htm","publisher":"NIST/SEMATECH","edition":"Experimental design handbook","region":"International reference; verify the application environment","checked_at":"2026-10-07","reuse":"Independent editorial summary and source link; the original text is not republished."}],"review":{"status":"source-checked-editorial","expert_reviewed":false},"editorial_note":"Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.","language":"en","translation":{"status":"current","source_language":"ko","source_version":"kb-89dbb39e132ccb4c","translated_at":"2026-10-08","professional_reviewed":false},"trust":"reference-data","version":"kb-dae5e49bc01d640b","links":{"document":"/en/knowledge/experimental-design","markdown":"/en/knowledge/experimental-design.md","api":"/api/v1/knowledge/experimental-design?lang=en"}}