- A.Comparing two versions of a marketing element with random assignment to estimate which performs better — the gold standard for marketing decisions. ✓
- B.A direct measure — typically a 5-point scale — of how satisfied a customer is with a specific interaction, product, or overall relationship.
- C.Reichheld's loyalty metric: percentage of Promoters (9-10) minus Detractors (0-6) on the "would you recommend" question, ranging from -100 to +100.
- D.Comparing two versions of a marketing element with random assignment to estimate which performs better — the gold standard for marketing decisions.
A/B Testing in Marketing is comparing two versions of a marketing element with random assignment to estimate which performs better — the gold standard for marketing decisions. The other options describe related but distinct concepts in Digital & Analytics — see the deep-dive guide for the full distinction.
How to think about questions like this
Removes confounding to estimate true causal impact. Questions like this test whether you can distinguish A/B Testing in Marketing from neighboring concepts. The most common trap is choosing a closely-related concept that sounds similar but applies in a different context.
When you see a definition question on an exam, do two things: (1) translate the question into your own words, then (2) generate the answer in your own words before reading the options. This avoids the cognitive bias of recognizing a familiar phrase as correct just because it is familiar.