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“The p-value is the probability of obtaining a result equal to or more extreme than what was observed, assuming that the Null hypothesis is true. The conditioning on the Null hypothesis is critical.”

Ron Kohavi, Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing
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Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing by Ron Kohavi
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