A/B Test: Watch Time per Impression (seconds)
You ran an experiment with two independent groups and want to assess whether the new experience increases watch time per impression.
Data:
-
Group A: n_A = 1200, mean_A = 62, sd_A = 30
-
Group B: n_B = 1180, mean_B = 65, sd_B = 31
Assume independence, mild non-normality, and large sample sizes (Welch's t-test is appropriate).
Tasks:
-
State H0 and H1 formally and choose one-tailed vs two-tailed given the goal is to detect an increase; justify.
-
Compute the Welch t-statistic, approximate degrees of freedom, the p-value, and the 95% CI for (mean_B − mean_A). Show formulas and numeric results to 3 decimals.
-
Report Cohen’s d (using the unbiased pooled SD) and interpret the effect size.
-
If you pre-registered a one-tailed test for increase, recompute the p-value and discuss risks of one-tailed mis-specification.
-
Power/MDE: At α = 0.05 (two-sided) and power = 0.8, what per-group sample size is needed to detect a 2-second difference assuming common SD ≈ 30.5? Show the formula and the numeric answer.