DESIGN AN A/B TEST USING A SURVEY TOOL

The topic needs to be relevant to your Course Project Company. Introduction to your problem: Choose a topic, justify your choice. Present a problem statement for your survey or state the purpose of your survey Form a Hypothesis about an email campaign for his or her favorite new or existing product from your project company. For example, a hypothesis might be: “An email campaign for a firm that sells outdoor gear will convert (i.e., cause a customer to finalize a purchase) more with a subject line with a promotional message plus call to action (e.g., ‘50% Off All Jackets. Buy Now!’) than one with a promotional message alone (e.g., ‘50% Off All Jackets.’).” Create two versions of the email in the survey, each an email mockup that reflects a test of the student’s hypothesis (e.g., one with “50% Off All Jackets. Buy Now!” as the subject line and the other with “50% Off All Jackets” as the subject line; and all else (e.g., the email body) equal). Note that in Qualtrics this would need to be two separate BLOCKS and in SurveyMonkey it would need to be two separate PAGES. Ask in BOTH BLOCKS or PAGES the identical outcome questions such as the likelihood of purchase: “How likely would you be to click-through to finalize the purchase of an appealing jacket?” Measure this on a scale from 1 to 10, where 1 = very unlikely to 10 = very likely. Setup the survey tool so that participants are randomly assigned to one of the two conditions. (Qualtrics offers BLOCK randomization by pressing its SurveyFlow button at the top left, and SurveyMonkey allows PAGE randomization; be careful that it is set up to assign only ONE conditional as the default is sometimes to assign multiple conditions to the same person but in random order). Publish the survey to one another to respond or to friends. Close the survey when your responses reach 30. After the survey has been completed by respondents, export the results to a spreadsheet tool such as Excel. Calculate the mean response for A and the mean response for B, using the “=average()” function of Excel. Illustrate the results by creating a simple bar chart. NEEDED: 1)Introduction & justification of your recognized Problem 2)Hypothesis 3)Screenshots of your surveys A&B 4)Attach the data file in excel sheet along with the Bar Chart 5)Interpret the results 6)Reflection of your own work -- evaluation and improvement plan