Summary

In this chapter, we walked through the process of A/B testing and controlled experiments, essential for identifying causal relationships. Starting with hypothesis formation and sample size determination, we aimed to lay the groundwork for effective experimentation. Emphasizing randomization helped ensure a solid foundation for participant allocation, crucial for mitigating confounders. The execution phase, including setting up control and treatment groups and implementing blinding and placebo controls, was detailed to maintain experimental validity. Utilizing R for statistical analysis, we explored various methods to distill causal insights from data while also addressing the ethical responsibilities toward participants. Concluding with challenges and adaptability in experimental design, I hope to have provided a comprehensive guide for conducting robust and ethical A/B testing, readying readers to unveil the causal mechanisms influencing our observations. In the next chapter...