Laboratory experiments have greater problems estimating external validity than test market studies.

Question

Quizplus · Accepted Answer

Laboratory experiments often lack the complexity and variability of real-world situations, which may limit their ability to generalize findings to the broader population. Test market studies, on the other hand, are conducted in real-world settings and involve actual consumers, making them more likely to have higher external validity.

Laboratory Experiments Have Greater Problems Estimating External Validity Than Test