The major advantage of the laboratory method of testing for advertisement effectiveness is the _____ it affords a researcher.
A)control
B)external validity
C)realism
D)generalization
E)lack of bias

Question

Quizplus · Accepted Answer

The major advantage of laboratory testing is that it affords a researcher control over the testing environment, thus allowing them to isolate and manipulate variables to determine their effect on the advertisement's effectiveness. This control helps to increase the internal validity of the study, which refers to the accuracy of the study's findings.

The Major Advantage of the Laboratory Method of Testing for Advertisement