September 2018
Intermediate to advanced
392 pages
10h 16m
English
Figure 14.1
A randomized controlled trial (RCT) can be conducted quite easily. For example, in the case of a new service you can offer the service to a random group of customers, offer no (or a different) service to a control group, and then compare the results. Another example of an RCT is provided at the beginning of this chapter: employees of a call centre were randomly assigned to an intervention group (working from home) and a control group (working from the office). The outcomes of RCTs are simple to analyse, and the data easily interpreted. Another domain in which it is relatively easy to run an RCT is marketing, especially online ...
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