7 - Field Experiments

Summary

Field experiments have a long tradition in some areas of the social and behavioral sciences and have become increasingly popular in sociology. Field experiments are staged in "natural" research settings where individuals usually interact in everyday life and regularly complete the task under investigation. The implementation in the field is the core feature distinguishing the approach from laboratory experiments. It is also one of the major reasons why researchers use field experiments; they allow incorporating social context, investigating subjects under "natural" conditions, and collecting unobtrusive measures of behavior. However, these advantages of field experiments come at the price of reduced control. In contrast to the controlled setting of the laboratory, many factors can influence the outcome but are not under the experimenter’s control and are often hard to measure in the field. Using field experiments on the broken windows theory, the strengths and potential pitfalls of experimenting in the field are illustrated. The chapter also covers the nascent area of digital field experiments, which share key features with other types of experiments but offer exciting new ways to study social behavior by enabling the collection large-scale data with fine-grained and unobtrusive behavioral measures at relatively low variable costs.