Chapter 8: A/B Testing

Which is true about designing A/B tests to extract maximum meaning? A and B should have two levels each A and B should have different content except for the hypothesized elements A should always be the control A and B should have identical content except for the hypothesized elements

A and B should have identical content except for the hypothesized elements

Which of the following is NOT an A/B Testing tool? Google Experiments AB Lab Qubit AB Tasty

AB Lab

A/B tests are... not truly experiments never field experiments controlled experiments more similar to lab experiments than field experiments

controlled experiments

Which A/B testing stage typically uses a larger portion of the potential audience? Bandit stage exploration stage experimental stage exploitation stage

exploitation stage

Which is true of a bandit test? It is an A/B Test but with an extra hostage stage. It has an adaptive exploitation stage It is an A/B Test with a hidden exploration stage. It removes people from the exploitation stage.

It has an adaptive exploitation stage

Which is true? A/B Testing is often done in brick and mortar stores A/B Testing is only done for websites and email A/B Testing is only done for direct mail A/B Testing is only done in a digital environment

A/B Testing is only done in a digital environment

Which statement is false? A/B Tests are often automated A/B Tests are often run as part of a live marketing effort A/B Tests = real marketing firms' brick and mortar store experiments A/B Tests = Split Tests

A/B Tests = real marketing firms' brick and mortar store experiments

What is the problem of "local maxima"? A/B Tests fail to maximize the exploitation stage A/B Tests fail to test conditions that will optimize the company's local concerns A/B Tests fail to test conditions that may have better outcomes A/B Tests fail to attract local participants

A/B Tests fail to test conditions that may have better outcomes

Which of the follow is NOT an A/B Test? Optimize Test A/B/N Test Controlled experiment in the digital world Split Test

Optimize Test

What is true? Protect your A/B test from too much input from other departments in the company A/B Testing is not a time to try crazy ideas The value gained from A/B testing usually outweighs potentially frustrating customers People often use A/B tests to test competing marketing ideas in a department

People often use A/B tests to test competing marketing ideas in a department