Location of research

• Where the research takes place.
• Laboratory setting - scientific, can be controlled. Strengths - control over extraneous variables, can control the environment, possible to establish cause and effect. high reliability as they can be easily replicated due to controlled conditions to check for consistent results. can use equipment needed. Weaknesses - lacks ecological validity, difficult to generalise, high chance of demand characteristics.
• Field - natural way to investigate behaviour, carried out in real life, researcher goes into the field. Strengths - high ecological validity, no artificial manipulation of IV so possible to generalise findings, less chance of demand characteristics, unaware they are being studied so have normal behaviour. Weaknesses - low control over extraneous variables, difficult to replicate to check for consistent results, difficult to use equipment.
• Online - use of websites, completing questionnaires. Strengths - can access a large diverse population, cost effective, use cheap software, but time required, but is easier to carry out research. Weaknesses - methods are limited to questionnaire as people may lie, social desirability, ethical issues as psychological harm, difficult to have valid consent.