Which experimental method involves randomly assigning participants to one of two groups in order to collect data and compare the performance of two distinct options? This method has been emphasized in various tech companies $($e$.$g$.,$ Fresh Direct, Netflix$),$ and it is an useful method for uncovering causality between variables. Most tech companies heavily use this method for their data analytics process.

A$/$B testing

Bucket testing

Multivariate testing

Conjoint analysis

Web usability testing