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Advantages
- Relatively easy to replicate.
- Tighter control of variables. Easier to comment on cause and effect.
- Enable use of complex equipment.
- Often cheaper and less time-consuming than other methods.
- Yields quantitative data which can be analysed using inferential statistical tests.
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Disadvantages
- Demand characteristics - participants aware of experiment, may change behaviour.
- Artificial environment - low realism.
- May have low ecological validity - difficult to generalise to other situations.
- Experimenter effects - bias when experimenter's expectations affect behaviour.
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