428The Internet has revolutionized the way in which people communicate and retrieve information. Powerful communication tools are transforming many scientific disciplines, including experimental and clinical psychology. The Web allows access to much wider populations-as well as to populations that were previously difficult to reach-in an inexpensive, fast, and convenient way. In clinical psychology, for example, psychological testing and assessment can be done online (see, e.g., Buchanan, 2002).In experimental psychology, the Web is increasingly being used as an alternative to traditional lab settings for running experiments. In the present article, we review the major advantages and disadvantages of online experiments in comparison with traditional lab experiments; then we compare online versus lab results in problem solving-an area in which this comparison has received less attention.
Online Experiment Pros and ConsThere are many potential advantages for doing an experiment online as opposed to in the lab (see Birnbaum, 2004, for a review of pros and cons). First, experimental procedures can be automated, thus reducing costs and the amount of time spent managing the experiment (Reips, 2002a). This also increases the uniformity of the procedure across participants and may reduce demand characteristics (Reips, 2002a). Second, online experiments can be done in a wider array of settings-not just in the highly constrained setting of the lab (Reips, 2000)-and can include 24-h access (Reips, 2002a), considerations that can increase participants' comfort (Salgado & Moscoso, 2003). Third, ethical standards can be maintained because the experiment is publicly available for criticism and the possibility for the coercion of participants is reduced (Reips, 2002a). Finally, online accessibility allows the targeting of specific audiences (through mailing lists or newsgroups) and broadens the participant pool to Web users, rather than, for example, undergraduate students at a particular university, which may allow increased generalizability of the results (Reips, 2000).There are also disadvantages to running an experiment online rather than in the lab. First, the environments will be more variable, including noise, lighting, and technical aspects of the equipment. Effects of this variability may be reduced by asking participants to do the study in a particular sort of environment and by checking for statistical outliers. Second, online experiments are vulnerable to multiple submissions. This seems to be generally rare (Reips, 2000), but it may be more likely when participants have strong opinions about the topic (see, e.g., Konstan, Rosser, Ross, Stanton, & Edwards, 2005). The risk of multiple submissions can be reduced by asking for personal information, using password protection or an IP address verification (Reips, 2002b), and by reducing external incentives, such as winning money or a prize. Finally, there may be biases in the final sample: Only interested and motivated participants may start (self-selection) and complete...