To learn the elements that affect consumers’ shopping habits, a researcher wishes to perform a study in a mall while closely observing shoppers. The researcher is most likely conducting a(n) __ experiment in light of the study’s methodology.
A artificial
B laboratory
C construct
D field
The correct answer and explanation is:
The correct answer is D. field.
A field experiment refers to research conducted in a natural setting, where the researcher does not manipulate the environment but observes and records behavior in real-world conditions. In this case, the researcher is observing shoppers in a mall, which is a natural environment for shopping. The goal is to gather data on consumer behavior in a context that mirrors the actual decision-making process of the shoppers. Field experiments are often used to study behaviors that are influenced by real-world factors, such as social dynamics, environmental conditions, and other variables that cannot be replicated in a controlled laboratory setting.
Field experiments are advantageous because they provide insights into natural behavior, offering external validity or generalizability of results. Shoppers in a mall are likely to behave differently than they would in an artificial or controlled environment, so observing them in the real world allows the researcher to capture more accurate and relevant data. However, there are also some challenges in field experiments. For example, the researcher has less control over external variables, such as the time of day, the weather, or the presence of certain promotions, which could influence shoppers’ decisions.
In contrast, laboratory experiments (Option B) take place in controlled settings where the researcher manipulates variables to observe outcomes. Artificial experiments (Option A) might refer to those set up in non-natural settings, which could be highly structured but don’t reflect real-world behaviors. A construct experiment (Option C) focuses on abstract variables or concepts that are difficult to measure directly, such as attitudes or beliefs, but this doesn’t match the description of observing shoppers in a mall. Therefore, the best fit for the study in question is a field experiment.