In the attached article, A Refresher on A/B Testing, by Amy Gallo, the writer interviews author and college professor Kaiser Fung on the pros and cons of A|B testing and how marketers should use this technique in the age of digital platforms.
After reading the article, please respond to the questions at the end of the article in a carefully crafted essay not to exceed three (3) pages. Your answers must be as detailed as possible with references from the actual case and/or outside research.
Requirements and Format
Length: not to exceed three (3) pages double-spaced, typed, 12 pt. font, 1” margins.
Complete and upload your work in Microsoft Word format, not PDF and submit no later than 11:59 pm ET Saturday!
Submission must follow APA format
Submission must be original content written in your own words, i.e., from your thoughts, insights, reflections, ideas, and analysis, but supported with e-text materials and/or outside sources to substantiate, validate your thoughts.
All phrases and para-phrases must use in-text citations (APA style) and with full references on the reference page.
Research materials should be high-quality sources such as those available through the library’s online databases.
Supplementary materials (such as tables, figures, screenshots), can be present in appendices that are not included in the page limit, but their contribution to the report should be integrated within the main text.
An electronic copy of the case analysis must be submitted via Turnitin. Any similarities found in Turnitin above 25% will subject the analysis to be returned for no credit and may be subject to further discipline under the plagiarism policy of the College.
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