“…For example, scientific disciplines, such as computer science (Audibert, Munos, & Szepesvári, 2009; Scott, 2010, 2015), marketing (Kaptein, McFarland, & Parvinen, 2018; Schwartz, Bradlow, & Fader, 2017), and medical research (cf. Ahuja & Birge, 2016; Berry, 2004; Berry & Eick, 1995; Press, 2009; Villar, Bowden, & Wason, 2015; Villar, Wason, & Bowden, 2015; Wason & Trippa, 2014; Williamson, Jacko, Villar, & Jaki, 2017), began to introduce response-adaptive randomization approaches in experiments that can be conducted sequentially.…”