If the experiments be quite simple the question may be without great importance; but when their requirements as to time or expenditure come into account the problem arises, how the observations should be chosen in order that a limited number of them may give the maximum amount of knowledge. is a quote by Danish Statistician Kirstine Smith (1878 - 1939). The quote appears in the introduction to her 1918 article on optimal experimental design in the journal Biometrika (the first such article in the literature).
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