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1 Chapter 1Table 1.1 Credit default rates for men and women.Table 1.2 Credit default rates by marital status.Table 1.3 Results of first Salk vaccine field trial.Table 1.4 Results of second Salk vaccine field trial.Table 1.5 Factors and levels for financial services example.Table 1.6 Summary of web test results.

2 Chapter 2Table 2.1 Data from sales calls test.Table 2.2 Summary statistics for audio and video sales calls.Table 2.3 Errors in hypothesis tests.Table 2.4 Data from email response test.Table 2.5 Confidence intervals for the difference in response rate between em...Table 2.6 Power for two‐sample comparison of proportions, .Table 2.7 Summary statistics for sales.Table 2.8 Results of hotel display ad test.

3 Chapter 4Table 4.1 Summary statistics on sales for subgroup data, zeros excluded..Table 4.2 Contingency table for aggregate A/B test.Table 4.3 Contingency table for subgroup “loan = yes” A/B test.Table 4.4 Contingency table for subgroup “amount ” A/B test.Table 4.5 Admission to Berkeley graduate school by sex.Table 4.6 Credit default rates for men and women.Table 4.7 Kidney stone success rates.Table 4.8 Simpson's paradox in batting averages.Table 4.9 Simpson's paradox in voting.Table 4.10 Simpson's paradox in editing.Table 4.11 Simpson's paradox: septic shock example.Table 4.12 One‐sided alternatives and intervals.

4 Chapter 5Table 5.1 One‐way ANOVA on call center scripts.Table 5.2 Crosstab of counts for scripts A, B, C, and D and agents 1, 2, 3, 4...Table 5.3 One‐way ANOVA with blocking on call center data.Table 5.4 Tukey HSD intervals for call center data with blocking.Table 5.5 Initial experimental design for DigiPuppets.Table 5.6 Latin square design for DigiPuppets.Table 5.7 ANOVA on Latin square for DigiPuppets.Table 5.8 Standard form for Latin square design.Table 5.9 Another orthogonal Latin square design.Table 5.10 A bad choice for a Latin square design.Table 5.11 Randomizing a Latin square design: assign random numbers to rows a...Table 5.12 Data for new product example.Table 5.13 Latin square for background music exposure.Table 5.14 ANOVA results for distance1 (left) and distance2 (right).Table 5.15 ANOVA on combined distances.Table 5.16 Control and treatment means for various sample sizes.

5 Chapter 6Table 6.1 ANOVA table for car rental data.Table 6.2 Regression results on car rental data.Table 6.3 Simple experiment.Table 6.4 Numeric data for Table 6.3.Table 6.5 Regression results for simple experiment with dummy variables.Table 6.6 Regression results for simple experiment with effect‐coded variable...Table 6.7 table of responses to factors and .Table 6.8 Response to interest rate and annual fee.Table 6.9 Effect coding vs. dummy coding.Table 6.10 Results of regressions on effect coding, dummies, and interactions...Table 6.11 Mnemonics for remembering level effect coding.Table 6.12 Design matrix for loan experiment.Table 6.13 Regression with all interactions, loan experiment.Table 6.14 Design matrix for credit card case.Table 6.15 Model matrix for credit card case.Table 6.16 Effects for credit card data set.Table 6.17 Regression results for credit card model.Table 6.18 Predictions (fitted values) for credit card model.

6 Chapter 7Table 7.1 Postcard data.Table 7.2 Full factorial regression coefficients for postcard experiment.Table 7.3 Postcard regression, reduced model.Table 7.4 Choosing , and for main effects.Table 7.5 Are interactions consistent with main effects?.Table 7.6 Design matrix and predictions.Table 7.7 Postcard regression results, with replication.Table 7.8 Replicated postcard predictions with and without .Table 7.9 Standard order for design.Table 7.10 Factors for email campaign.Table 7.11 Regression coefficients email campaign.Table 7.12 Contradictory interactions in email campaign.Table 7.13 Email campaign fitted values with design matrix and response.Table 7.14 Design points for a experiment.Table 7.15 An aliased design.Table 7.16 Design with interactions.Table 7.17 Four runs to estimate main effects of design.Table 7.18 Alias matrix for design.Table 7.19 A boring alias matrix.Table 7.20 Pizza parlor promotions.Table 7.21 Design for the blocked pizza experiment: standard order.Table 7.22 Design for the blocked pizza experiment: experimental order.Table 7.23 Reduced form of pizza experiment.Table 7.24 Pizza results without the nuisance variable.

7 Chapter 8Table 8.1 Conditional probabilities for effect heredity.Table 8.2 Two halves of a factorial.Table 8.3 Two halves of a full factorial.Table 8.4 Two halves of a full factorial.Table 8.5 The fractional factorial design.Table 8.6 Number of runs for full factorial and screening designs.Table 8.7 Factors for puncture resistance experiment.Table 8.8 Data for puncture resistance experiment.Table 8.9 Reduced model of puncture experiment.Table 8.10 Factors for college giving experiment.Table 8.11 Number of parameters for full factorial design.

8 Chapter 9Table 9.1 Factors for used car experiment.Table 9.2 Design matrix in standard order for .Table 9.3 Five equivalent custom designs.Table 9.4 Alias matrix for TaurusDesign1.csv, large values underlined.Table 9.5 Results of Taurus screening experiment.Table 9.6 Reduced form of Taurus screening experiment.Table 9.7 Alias matrix for 14 runs.Table 9.8 Alias matrix for the blocked Ford/Taurus design.Table 9.9 Blocked design for Taurus/LaCrosse experiment.Table 9.10 Timings for optimal screening designs.

9 Chapter 10Table 10.1 Hot chocolate experiment I.Table 10.2 Hot chocolate experiment II.Table 10.3 Hot chocolate experiment III.