A/B Tests are field experiments in the digital marketing context making use of big data. Is this statement correct or false?

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The statement describes A/B Tests as field experiments in the digital marketing context making use of big data. 
Option 1 (True): A/B tests are indeed a type of field experiment conducted in real-world settings, such as websites or apps, where users are exposed to different variants and outcomes are measured. They are a foundational method in digital marketing for testing changes in layouts, content, or features, often leveraging large-scale data from production traffic to detect meaningful differences. This aligns with how A/B testing is commonly implemented in practice, especially when the goal is to observe impact on metrics like conversion rate, engagement, or revenue, using real user behavior.
Option 2 (False): If one argued this statement is false, a possible objection could be that A/B tests are not always field experiments or not always associated with big data. Sometimes A/B tests are conducted in more controlled or smaller-scale environments (e.g., synthetic tests, lab-like environments, or limited traffic), and the data volume may be modest rather than “big data.” Additionally, some contexts distinguish between A/B tests and other experimental designs or imply that big data is a necessary component, which is not strictly required for A/B testing to be valid. These nuances could be used to challenge the absoluteness of the statement.

Overall, in the common digital marketing and online experimentation paradigm, A/B tests fit the description of field experiments and are frequently powered by large-scale production data, making the statement broadly correct in typical practice. The caveat is that not every single A/B test will be large-scale or purely field-based, so there are edge cases where the claim appears less precise.

BAN-548 - SEC002 - MARKETING ANALYTICS Week 10 lecture quiz

A/B Tests are field experiments in the digital marketing context making use of big data. Is this statement correct or false?

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