Design of Experiments - underutilized and unloved?

Experimentation may conjure up images of mad scientists in labs hunched over strange concoctions - but it’s not just for scientists. Most of the world’s leading companies run experiments to help them make decisions about which course of action will yield best results. The engineers at Google, for instance, are always testing different page layouts and algorithms to determine what will lead to the greatest number of click-throughs. However, as one pundit once put it…there...
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