The field experiment

A field experiment is a type of research that takes place in a natural setting. This means that
the experiment is conducted in the real world, rather than in a laboratory. Field experiments
are often used to study human behaviour, as they can provide more ecologically valid results
than laboratory experiments.

Advantages of Field Experiments:

There are several advantages to using field experiments.

Ecological Validity: Field experiments offer a higher degree of ecological validity, as they take
place in real-world environments, reflecting how people naturally behave.

Reduced Demand Characteristics: Since participants are often unaware that they are part of
a study, there's a lower chance of them altering their behavior due to the research, leading to
more authentic results.

Maintained Experimental Features: Key elements of an experiment, such as the independent

variable (IV) and dependent variable (DV), can still be controlled and manipulated within the
natural setting.

Natural Behavior: Conducting an experiment in a natural setting allows researchers to

observe behaviors that closely resemble those displayed in real life, providing valuable
insights.

Disadvantages of Field Experiments:

However, there are also some disadvantages to using field experiments.

Control Challenges: It can be difficult to control all aspects of the environment in a field
experiment, making it more susceptible to the influence of external factors (extraneous
variables) that could affect the results.

Replication Difficulty: Due to the dynamic nature of real-world settings, replicating field
experiments exactly can be challenging, potentially leading to variations in results.

Access Issues: Gaining access to the location where the study needs to be conducted,
especially if it involves private companies, can be a barrier that affects the feasibility of the
experiment.

Ethical Concerns: Field experiments can raise ethical problems related to obtaining informed
consent from participants, potential deception involved, and invading their privacy without
their full awareness