Researchers wanted to investigate whether dispersing a subtle lavender scent in a high-street clothing boutique influences the duration of customer browsing. In a field experiment, 120 shoppers were unobtrusively observed during their visits to the boutique under normal trading conditions.
The researchers manipulated whether the boutique's ventilation system dispersed a lavender scent (experimental condition) or remained unscented (control condition) during alternating 3-hour shifts. The total duration of each shopper's stay in the store was recorded.
Explain one strength of using a field experiment for this study.
Practise Edexcel A Level Psychology Methods with exam-style questions for A Level Psychology. 638 questions, matched to the Edexcel A Level Psychology (9PS0) specification and written in Paper 1, Paper 2 and Paper 3 style. Every question includes a full worked solution and mark scheme, so you can see where marks are awarded rather than just whether you got the answer right.