Take place in an environment where behaviour would naturally occur. e.g. casino to study how long gamblers stay on a slot machine.
IV (key variable) is manipulated by researcher in an attempt to control extraneous variables that may influence the DV.
+high ecological validity: no lab setting so can be generalised to real life
+lower demand characteristics: PP are unaware they are in a study.
-replication: procedures are not standardised so difficult for replication
-Ethical issues: there is a lack of informed consent as don't know they are a part if the experiment.