A/B testing is a simple controlled experiment conducted in user experience research as part of marketing research. The randomized experiment consists of variants A and B where a change in one can influence the user experience in a measurable way. It is similar to a two sample hypothesis test. This virtual tutorial demonstrates how to conduct A/B testing in R. The tutorial will cover parts 1-3 of the Advanced A/B Testing Workshop by Elea McDonnell Feit.
Tutorial parts 1- 3:
(https://eleafeit.github.io/ab_test/)
1- Introduction
2- A/B Test Basics
3- When your sample size is big
Speaker:
Elea McDonnell Feit is an Assistant Professor of Marketing at the LeBow College of Business at Drexel University. She develops data analysis methods to inform marketing decisions including designing new products as well as planning advertising campaigns.