Splitrun sidebyside measurement

In this approach half the sample gets one treatment and the other half another, perhaps different prices, or different advertising messages. At the end of the experiment, measurement is taken of both halves of the sample and any differences between them are assumed to be the result of differences in treatment. Difficulties can arise in interpreting data from this type of experiment when, for example, sales increases are observed of a similar order yet the price levels being tested were different. This is usually because some other, more relevant, factor in the marketplace has changed over the period of the test. It might be a change in the weather, or a change in the general economic circumstances of consumers.

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