How to conduct an experiment and draw the right conclusions?

Question

Analytics

Hello!
I work with advertising, and I constantly encounter experiments and ambiguous conclusions.
I would like to somehow systematize the experiment-conclusion. I know that there is a scientific method of cognition and rules for setting up experiments.
Humanities by education.
Tell me what and what sections to read that could help.
Now, drawing up hypotheses and choosing which experiments to conduct is more like an intuitive choice and shamanism. And the conclusions pass the internal qualification: satisfied / not satisfied. If you don't like it, then try to ignore it.
But all this naturally happens unconsciously.

Answer 1

See Experiment Design - https://ru.m.wikipedia.org/wiki/%D0%9F%D0%BB%D0%B0...