Conduct Web experiments using PHP, Part 2

By Paul Meagher
2005-03-18

2x2 contingency tables

If you decided to conduct your Web offer study using a sample size of 400 visitors, you might observe the following response totals (joined=y) for the two levels of your IMAGE and TEXT factors (or, your four factorially constructed ad banner versions):

Table 2. Tabular summary of Web offer results

		TEXT
		*short*	*long*	sum
IMAGE	*person*	2	8	10
IMAGE	*product*	6	2	8
	sum	8	10	18

Table 2 is called a 2x2 contingency table and you will learn how to simulate and analyze the count data appearing in it.

Tutorial pages:

Categorical data analysis
2x2 contingency tables
Sampling model
Discrete probability distributions
Binomial sampling model
Poisson sampling model
Envisioning your results
Eliciting your prior distribution
Model fitting with chi-square
Null effects model
Independence model
Prior model
DOE explorer
Explorer output
Conclusions
Resources

First published by IBM developerWorks

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