Field experiments tend to have much greater external validity than laboratory experiments.This means that to a greater extent their causal inferences can be generalized from the experimental environment to the actual marketing environment.

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Field experiments are conducted in the real-life marketing environment, which increases their external validity and the ability to generalize their results to the actual marketing environment. On the other hand, laboratory experiments are conducted in a controlled artificial setting that may not fully represent the complexities of the real marketing environment, limiting their external validity.

Field Experiments Tend to Have Much Greater External Validity Than