The primary difference between a laboratory test and a field test to measure advertising effectiveness is that in a field test, a researcher:
A)is unable to isolate causes of viewers' evaluations.
B)has the ability to achieve greater internal validity.
C)has control of all independent variables.
D)can eliminate bias.
E)can create an illusion of reality.

Question

Quizplus · Accepted Answer

In a field test, the researcher is unable to isolate the causes of viewers' evaluations since there are many variables in the real-world environment that could affect the effectiveness of advertising. This lack of control over variables makes it challenging to determine causality with the same level of precision as in a laboratory test.

The Primary Difference Between a Laboratory Test and a Field