Examples of using Digital experiments in English and their translations into Vietnamese
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Critically, the opportunities to run digital experiments are not just online.
But if you don't work at a tech company,you might think that you can't run digital experiments.
In other words, digital experiments are not just online experiments. .
By this point,I hope that you are excited about the possibilities of doing your own digital experiments.
This change in scale is because some digital experiments can produce data at zero variable cost.
This point is so important, I will return to it toward the end of thechapter when I offer advice about creating digital experiments.
In between these two extremes, there are partially digital experiments that use a combination of analog and digital systems.
With that background,I will describe the trade-offs involved in the main strategies for conducting digital experiments.
In between these two extremes there are partially digital experiments that use a combination of analog and digital systems for the four steps.
Read Cialdini's paper, and write him an emailurging him to reconsider his break-up in light of the possibilities of digital experiments.
Digital experiments can have dramatically different cost structures and this enables researchers to run experiments that were impossible in the past.
But, if you don't work at a techcompany you might think that you can't run digital experiments. Fortunately, that's wrong;
In digital experiments, however, these data constraints are less common because researchers tend to have more participants and know more about them.
Read Cialdini's paper, and write him an emailurging him to reconsider his break-up in light of the possibilities of digital experiments.
This background information, which is called pre-treatment information,is often available in digital experiments because they take place in fully measured environments.
Even though digital experiments have low variable costs, you can create a lot of exciting opportunities when you drive the variable cost all the way to zero.
In general, analog experiments have low fixed costs andhigh variable costs whereas digital experiments have high fixed costs and low variable costs.
But in digital experiments, particularly those with zero variable cost, researchers don't face a cost constraint on the size of their experiment, and this has the potential to lead to unnecessarily large experiments. .
This background information, which is called pre-treatment information,is often available in digital experiments because they are run on top of always-on measurement systems(see chapter 2).
Their paper- which originally had the provocative title“On the Near-Impossibility of Measuring the Returns to Advertising”- shows how difficult it is to measure the return on investment of online ads,even with digital experiments involving millions of customers.
When researchers already have pre-treatment information,as is the case in many digital experiments, mixed designs are generally preferable to between-subjects designs because they result in improved precision of estimates.
As digital devices become increasingly integrated into people's lives and sensors become integrated into the built environment,these opportunities to run partially digital experiments in the physical world will increase dramatically.
What has changed, however, is that the data environment in digital experiments has created new opportunities such as using machine learning methods to estimate heterogeneity of treatment effects(Imai and Ratkovic 2013).
In addition to being a nice illustration of the mechanics of experiments, Restivo andvan de Rijt's study also shows that the logistics of digital experiments can be completely different from those of analog experiments. .
In digital experiments where researchers partner with companies or governments to deliver treatments and use always-on data systems to measure outcomes, the match between the experiment and the theoretical constructs may be less tight.
Finally, I will conclude with some design advice abouthow you can take advantage of the power of digital experiments, and I will describe some of the responsibilities that come with that power.
Finally, to foreshadow an idea that will come later whenI offer advice about designing digital experiments, a_mixed design_combines the improved precision of within-subjects designs and the protection against confounding of between-subjects designs(figure 4.5).
In addition to the ethical frameworks guiding human subjects research that I will describe in Chapter 6,researchers designing digital experiments can also draw on ethical ideas from a different source: the ethical principles developed to guide experiments involving animals.