Читать книгу Business Experiments with R - B. D. McCullough - Страница 2
Table of Contents
Оглавление1 Cover
5 Preface Suggested Courses Using This Book
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 Campaign 7.3 The Determinant of a Matrix 7.4 Aliasing 7.5 Blocking (Again) 7.6 Mee's Blunders 7.7 Chapter Exercises 7.8 Learning More 7.9 Appendix on aliasMatrix and colorMap
16 8 Two‐Level Screening Designs 8.1 Preliminaries 8.2 Case: Puncture Resistance (Small Screening Experiment) 8.3 Case: College Giving (Big Screening Experiment) 8.4 How to Set Up a Screening Experiment 8.5 Creating a Screening Design 8.6 Chapter Exercises 8.7 Learning More
17 9 Custom Design of Experiments 9.1 Case: Selling Used Cars at Auction I (Small Custom Screening) 9.2 Case: Selling Used Cars at Auction II (Custom Experiment) 9.3 Custom Experiment with Blocking 9.4 Custom Screening Experiments 9.5 More Than Two Levels 9.6 Chapter Exercises 9.7 Learning More
18 10 Epilogue 10.1 The Sequential Nature of Experimentation 10.2 Approaches to Sequential Experimentation
19 References
20 Index
