A research team is planning a laboratory experiment using a virtual supermarket. Participants will study a shopping list, walk through the virtual store, an...
Question 1 Report
A research team is planning a laboratory experiment using a virtual supermarket. Participants will study a shopping list, walk through the virtual store, and then recall the items. The team wants evidence about how store layout affects memory.
(a) Describe the main features of a laboratory experiment that the team could use. [6]
(b) Evaluate the use of a laboratory experiment for this investigation. [8]
(c) Use your knowledge of research methods to explain one way the team could reduce demand characteristics. [3]
Answer Details
(a) Manipulate an independent variable, such as whether related products are grouped together or spread around the store [1]; measure a dependent variable, such as number of shopping-list items recalled correctly [1]; use standardised instructions [1]; keep relevant variables controlled, such as list length and time in the store [1]; allocate participants to conditions / use a stated design [1]; record quantitative data and compare the conditions [1] (b) Strength: the virtual store allows close control of layout and distractions [1], so differences in recall are more likely to be due to the independent variable [1]. Strength: the procedure can be repeated using the same software, list and instructions [1], increasing reliability [1]. Weakness: shopping in virtual reality may not reflect everyday shopping [1], so ecological validity may be low [1]. Weakness: participants may guess that memory is being tested [1], changing effort or rehearsal and reducing validity [1] (c) Give a cover story, such as saying the study concerns navigation in virtual stores [1]; avoid stating that shopping-list memory is the aim [1]; use a post-study question to check whether participants guessed the purpose / exclude data where they did [1]
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