Control

How do you mitigate internal/external validity issues resulting from user assignment difficulties associated with online A/B testing?

How do you mitigate internal/external validity issues resulting from user assignment difficulties associated with online A/B testing?
  1. How can you control for internal and external validity?
  2. What is the best way to control internal validity?

How can you control for internal and external validity?

Controls are required to assure internal validity (causality) of research designs, and can be accomplished in four ways: (1) manipulation, (2) elimination, (3) inclusion, and (4) statistical control, and (5) randomization.

What is the best way to control internal validity?

Altering the experimental design can counter several threats to internal validity in single-group studies. Adding a comparable control group counters threats to single-group studies. If comparable control and treatment groups each face the same threats, the outcomes of the study won't be affected by them.

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