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Is consumer behavior academic research laboratory-oriented or field-based?


john125689

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It's not really my thing, but both alternatives are possible. I'd say that lab experiments are the standard, but you're more and more expected to be able to do field experiments too. CB research typically includes multiple studies, so doing a mix of lab experiments and field experiments can benefit you, make your paper stronger. 

I'd recommend reading recent papers from journals like JCR to see how people conduct experiments. 

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