Assessing the Effects of Technical Variance on the Statistical Outcomes of Web Experiments Measuring Response Times

Abstract

A simulation was conducted to assess the effect of technical variance on the statistical power of web experiments measuring response times. The results of the simulation showed that technical variance reduced the statistical power and the accuracy of the effect size estimate by a negligible magnitude. This finding therefore suggests that researchers’ preconceptions concerning the unsuitability of web experiments for conducting research using response time as a dependent measure are misguided.