Business Experiments with R

This book is a guide on experiment designs for business students. It is aimed at an underserved market in business statistics textbooks – a book for the “second course” which addresses issues like small samples, lack of normality, and data confounding. The authors focus on the A/B tests (and their variants) that are widely used in industry, but not typically covered in business statistics or data science textbooks. The book is organized so that it can be used both with general business students, such as MBA or executive education students, and with the growing number of master’s programs in Business Analytics and Marketing Analytics. Part I provides students with the tools they need to design and analyze two-treatment experiments (i.e., A/B tests) to answer business questions, focusing on the strategic and technical issues involved in designing experiments that will truly affect organizations. Part II builds on the foundation in Part I, expanding the multivariable testing.