Conducting true experiments on the web

Abstract

With the success of the Internet, its wide proliferation, and the availability of Web application software for generating and conducting experiments on the Internet, there are now very good reasons to turn to the Web for experimental data collection. This chapter covers methodological and practical information that helps researchers (a) identify how Internet-based experimenting can be a useful method for their research and (b) create and run their own Web experiments. We begin the chapter by reviewing differences and similarities between Web and lab experiments, because knowing these is of utmost importance in the decision to transport the experimental method to an online environment. Benefits, challenges, and solutions that lead to a checklist of standards applicable to Internet-based experiments are discussed. From there, we introduce several techniques that have been shown to be useful in implementing the standards, in allowing researchers to either use classic features of experimental design and procedure on the Web or to tackle issues specific to Web experiments. A section on the variety of technical approaches to conducting Web experiments follows, which includes a discussion of the use of media and other stimuli in Internet-based experiments. Near the conclusion, we provide recommendations for programs and editors and a list of important and useful Web sites that were created in support of experimental Web research. To maximize the chapter’s utility, we focus on the application of specific tools and sites for all stages of experimental research.