What is the primary purpose of A/B testing in marketing research?

Question

BlackTom AI · Accepted Answer

In evaluating what A/B testing aims to achieve, we start by identifying the core function of this method in marketing research.
Option 1: 'To compare the performance of two different versions of a marketing element' correctly captures the primary goal of A/B testing, which is to measure which version yields better outcomes (clicks, conversions, engagement, etc.) under controlled comparison.
Option 2: 'To analyze the sales performance of a company' describes a broader business analytics activity, not specifically an A/B test, and would typically involve overall fiscal data rather than a controlled version-to-version comparison.
Option 3: 'To conduct in-depth interviews with customers' is a qualitative research method used to gain deep insights, not an experimental comparison of marketing elements under two variants.
Option 4: 'To measure brand awareness among customers' focuses on awareness metrics, which can be influenced by many factors beyond direct element-level comparison and does not describe the experimental version testing process.
Option 5: 'To forecast future market trends' pertains to predictive analysis and trend modeling rather than measuring comparative performance between two specific marketing elements.
Thus, each incorrect option either describes a different research approach or a broader objective not tied to the experimental comparison central to A/B testing.

COMM 1800 - Sections 1, 2, 4 & 5 Exam 2 - In-Class

What is the primary purpose of A/B testing in marketing research?

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