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Field EXPERIMENTS are higher in ecological validity as the research is conducted in a natural setting. Laboratory EXPERIMENTS may lack ecological validity. Independent and dependent variables tend to be very narrow and specific.
Field EXPERIMENTS are higher in ecological validity as the research is conducted in a natural setting. Laboratory EXPERIMENTS may lack ecological validity. Independent and dependent variables tend to be very narrow and specific.
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Field EXPERIMENTS are higher in ecological validity as the research is conducted in a natural setting. Laboratory EXPERIMENTS may lack ecological validity. Independent and dependent variables tend to be very narrow and specific.
Hak Cipta:
Attribution Non-Commercial (BY-NC)
Format Tersedia
Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
Site selection methods DAR – Day after recall
Test marketing
Controlled – store and Mini market Tests
Electronic test markets
Advantages of field experiments
Field experiments are higher in ecological validity as the research is
conducted in a natural setting. Behaviour is likely to be relatively unaffected compared with an experiment conducted in a laboratory.
The findings are more generalisable to other settings
The researcher still manipulates the independent variable
They are reliable as“ structured using a standardised procedure and
Disadvantages of field experiments
Compared to a laboratory experiment, field
experiments do not have the same amount of control
They are time consuming and expensive
Field experiments raise serious ethical issues – it
is almost impossible to give informed consent in Laboratory experimentation
Experiments which are conducted in a
controlled environment
Hawthorne experiments tachistoscope Different experiments in laboratory
1. Exposure in Advertising campaign
Brand examination while shopping
Measurements while shopping
Competitive imagery measurement
Advantages The experimenter has control over variables
Experiments are reliable – the procedure is
standardized and therefore replicable
It is the only method that determines cause and
effect
Disadvantages
Laboratory experiments may lack
ecological validity. As the setting is artificial, the behaviour of participants may be unnatural and the findings may not be generalised to other settings.
The independent and dependent variables
tend to be very narrow and specific. Psychologists have squeezed the study of human life into a laboratory setting to the extent that it is different from the natural setting. Differences between laboratory and Field experiments LABORATORY FIELD EXPERIMENTS EXPERIMENTS 1. Degree of control is more 1. Degree of control is less 2. Whenever they are done they They don’t provide the same results produce the same results
3. Weak in generalizability 3. Ability to predict results in actual
situations is called generalizability 4. They are less costlier 4. More costlier 5. Reactive errors between 5. Reactive errors are more. experimental situations depending on situations are less