4.3 Biyu girma da gwaje-gwajen: Lab-filin da kuma analog-digital

Lab gwaje-gwajen bayar iko, filin gwajen bayar da labarun almara, kuma digital filin gwajen hada iko da labarun almara a sikelin.

Gwaje-gwajen zo da yawa a cikin daban-daban siffofi da kuma masu girma dabam. Amma, duk da wadannan bambance-bambance, masu bincike sun gano shi m don tsara gwajen tare da maras iyaka tsakanin Lab gwaje-gwajen da kuma filin gwaje-gwajen. Yanzu, duk da haka, masu bincike kamata kuma shirya gwajen tare da maras iyaka tsakanin analog gwaje-gwajen da digital gwaje-gwajen. Wannan biyu-girma zane sarari zai taimake ka ka fahimci karfi da kuma kasawan daban-daban fuskanci kuma bayar da shawarar yankunan mafi girma damar (Figure 4.1).

Figure 4.1: Schematic zane da sarari na gwaje-gwajen. A baya, gwaje-gwajen bambanta tare da Lab-filin girma. Yanzu, su ma bambanta a kan analog-digital girma. A ganina, yankin na mafi girma damar ne digital filin gwaje-gwajen.

A baya, babban hanyar da masu bincike shirya gwaje-gwajen da aka tare da Lab-filin girma. Mafi yawan gwaje-gwajen a cikin zaman takewar kimiyya ne Lab gwaje-gwajen inda dalibi dalibai yi m ayyuka a cikin wani Lab ga hanya bashi. Wannan irin gwaji mamaye bincike a tunani domin ya sa masu bincike don ƙirƙirar sosai musamman jiyya tsara don jarraba sosai musamman theories game da zamantakewa hali. Domin wasu matsaloli, duk da haka, wani abu ji a bit m game jawo karfi karshe game da mutum hali daga irin wannan sabon abu da mutane yin irin wannan sabon abu ayyuka a cikin irin wannan wani sabon abu wuri. Wadannan damuwa sun kai ga wani motsi zuwa ga filin gwaje-gwajen. Field gwajen hada karfi da zane na yi da ka kula da gwaje-gwajen da more wakilin kungiyoyin mahalarta, yin more kowa ayyuka, a more halitta saituna.

Ko da yake wasu mutane suna tunanin Lab da kuma filin gwaje-gwajen a matsayin gasar hanyoyin, shi ne mafi kyau ga tunanin su kamar yadda karin hanyoyin da daban-daban karfi da kuma kasawan. Alal misali, Correll, Benard, and Paik (2007) amfani da biyu a Lab gwaji da filin gwaji a wani ƙoƙari na samun majiyoyin "mata azãba." A {asar Amirka, iyaye mata aikatãwa ƙasa da kudi fiye da bai bar 'ya'ya mata, har ma a lokacin da gwada mata da irin wannan basira da irin wannan aiki a jobs. Akwai su da yawa ta yiwu bayani ga wannan abin kwaikwaya, kuma daya ne cewa ma'aikata suna son zuciya da uwãyenku. (Sha'awa, da m alama ya zama gaskiya a gare kakanninsu, suka ayan sami fiye m marar ɗa mutãne). Domin tantance yiwu nuna bambanci da iyaye mata, da kuma abokan aiki Correll gudu biyu gwaje-gwajen: daya a cikin Lab da daya a filin wasa.

Na farko, a cikin wani Lab gwaji Correll da kuma abokan aiki ya gaya mahalarta, suka koleji undergraduates, cewa wani California na tushen farko-up sadarwa kamfanin da aka gudanar da wani aiki search for mutum ya kai sabon East Coast marketing sashen. Students aka ce cewa kamfanin ya so su taimako a cikin haya tsari da kuma aka tambaye su duba dawo da dama 'yan takarar m da Rate cikin' yan takara a kan yawan girma kamar su m, zafi, da kuma sadaukar da aiki. Bugu da ari, dalibai da aka tambaye shi idan za su bayar da shawarar haya da nema da kuma abin da za su bayar da shawarar a matsayin fara albashi. Unbeknownst ga dalibai, duk da haka, ci gaba da aka musamman gina su zama m, fãce ga abu daya: wasu daga cikin ci gaba ishãra mata (by listing hannu a cikin wani iyaye-malamin ƙungiya) da kuma wasu ba. Correll gano cewa dalibai kasance m iya bayar da shawarar haya da iyaye mata da kuma miƙa musu ƙananan farawa albashi. Bugu da ari, ta hanyar ilimin kididdiga analysis na biyu da ratings da haya da alaka yanke shawara, Correll gano cewa iyaye mata 'disadvantages aka fi mayar bayyana da cewa iyaye mata da aka rated ƙananan cikin sharuddan iyawa da kuma sadaukar. A wasu kalmomin, Correll bayar da hujjar cewa wadannan halaye ne inji ta hanyar abin da iyaye mata ne disadvantaged. Saboda haka, wannan Lab gwaji yarda Correll da kuma abokan aiki don auna a causal sakamako da kuma samar da wani m bayani ga wannan sakamako.

Hakika, wanda zai yi m game jawo karshe game da dukan US aiki kasuwa bisa yanke shawara na 'yan da ɗari undergraduates suka yiwuwa taba wani cikakken lokaci aiki, balle hayar mutane. Saboda haka, Correll da kuma abokan aiki kuma gudanar da wani karin filin gwaji. The masu bincike amsa daruruwan talla aiki takware ta hanyar aika a karya cover haruffa da kuma ci gaba. Similar ga kayan nuna wa undergraduates, wasu dawo ishãra mata da kuma wasu ba. Correll da kuma abokan aiki gano cewa iyaye mata suke m iya samun kira mayar da tambayoyi fiye daidai m marar ɗa mata. A wasu kalmomin, real ma'aikata yin sanadi yanke shawara a cikin wani halitta saitin girman da yawa kamar undergraduates. Shin, ba su yi kama da yanke shawara domin wannan dalili? Abin baƙin ciki, ba mu sani ba. The masu bincike ba su iya tambayi ma'aikata to Rate cikin 'yan takara, ko kuma bayanin abin da suka yanke shawara.

Wannan biyu daga gwaje-gwajen da ya bayyana da yawa game da Lab da kuma filin gwaje-gwajen a general. Lab gwaje-gwajen da masu bincike bayar kusa total iko da yanayin da mahalarta suna yin yanke shawara. Saboda haka, misali, a cikin Lab gwaji, Correll ya iya tabbatar da cewa dukan dawo aka karanta a cikin wani m wuri. a fagen gwaji, wasu daga cikin ci gaba zai ba ko da an karanta. Bugu da ari, domin mahalarta a cikin Lab saitin san cewa suna da ake binciken, masu bincike ne sau da yawa m ya tattara ƙarin bayanai da za su iya taimaka musu su fahimci dalilin da ya sa mahalarta suna yin su yanke shawara. Alal misali, Correll tambaye mahalarta a cikin Lab gwaji to Rate cikin 'yan takara a kan daban-daban girma. Wannan irin tsari data iya taimaka masu bincike fahimci sunadaran bayan bambance-bambance a yadda mahalarta bi da ya dawo.

A daya hannun, wadannan ainihin wannan halaye da na kawai aka bayyana a matsayin abũbuwan amfãni ma wani lokaci dauke disadvantages. Masu bincike suka fi son filin gwajen jayayya cewa mahalarta a Lab gwaje-gwajen iya aiki sosai daban a lõkacin da suka ana hankali kiyaye. Alal misali, a cikin Lab gwaji mahalarta su gane da burin na bincike da kuma bata da hali haka kada su bayyana son zuciya. Bugu da ari, masu bincike suka fi son filin gwajen iya gardamar cewa kananan bambance-bambance a kan dawo iya tsaya a waje a cikin wani sosai mai tsabta, bakararre Lab muhalli, kuma ta haka ne da Lab gwaji za kan-kimanta sakamakon mata a real haya yanke shawara. A karshe, da yawa proponents filin gwajen zarga Lab gwaje-gwajen aminci a m mahalarta: yafi dalibai daga Western, Ilimi, masana'antu, Rich, da kuma Democratic kasashen (Henrich, Heine, and Norenzayan 2010) . The gwaje-gwajen da Correll da kuma abokan aiki (2007) ya nuna matuƙa biyu a kan Lab-filin maras iyaka. A tsakanin wadannan biyu da tsakaitãwa akwai da dama matasan kayayyaki ciki har da hanyoyin kamar kawo wadanda ba dalibai a cikin wani Lab ko da faruwa a cikin filin amma har yanzu da ciwon mahalarta yi wani sabon abu aiki.

Bugu da ƙari, cikin Lab-filin girma da ya wanzu a baya, da digital shekaru yana nufin cewa masu bincike a yanzu da na biyu manyan girma tare da gwaje-gwajen da za a iya bambanta: analog-digital. Kamar yadda akwai m Lab gwaje-gwajen, m filin gwaje-gwajen, da kuma da dama hybrids a tsakãninsu, akwai m analog gwaje-gwajen, m digital gwaje-gwajen, da kuma da dama hybrids. Yana da tricky bayar da m definition wannan girma, amma mai amfani aiki definition shi ne cewa cikakken digital gwajen ne gwaje-gwajen da cewa yin amfani da digital kayayyakin kurtu mahalarta, randomize, isar da jiyya, da kuma auna sakamakon. Alal misali, Restivo kuma van de Rijt ta (2012) nazarin barnstars da Wikipedia ya mai cikakken digital gwaji domin amfani da digital tsarin domin dukan hudu daga cikin wadannan matakai. Haka cikakken analog gwajen ne gwaje-gwajen da cewa ba sa yin amfani da digital kayayyakin ga wani daga cikin wadannan matakai huɗu. Mutane da yawa daga cikin classic gwaje-gwajen a tunani ne analog gwaje-gwajen. A tsakanin wadannan biyu da tsakaitãwa akwai partially digital gwaje-gwajen da cewa amfani da hade da analog da dijital da tsarin ga matakai huɗu.

Kafofin yada, da damar da za ka gudu digital gwajen ne ba kawai online. Masu bincike za su iya gudanar da gwaje-gwajen partially digital ta amfani da digital na'urorin a cikin jiki a duniya domin isar da jiyya ko gwada sakamakon. Alal misali, masu bincike, zai iya amfani da smart phones ya sadar jiyya ko na'urori masu auna sigina a gina yanayi don auna sakamakon. A gaskiya ma, kamar yadda za mu gani a nan gaba a cikin wannan babi, masu bincike sun riga amfani home ikon mita don auna sakamakon a gwaje-gwajen da zamantakewa norms da makamashi amfani shafe 8.5 miliyan gidaje (Allcott 2015) . As digital na'urorin zama ƙara batutuwa a cikin rayuwar mutane, kuma na'urori masu auna sigina sami hadedde cikin gina yanayi, wadannan damar gudu partially digital gwaje-gwajen a cikin jiki a duniya zai kara da cika fuska. A wasu kalmomin, digital gwajen ne ba kawai online gwaje-gwajen.

Digital tsarin halitta sabon yiwuwa ga gwaje-gwajen a ko'ina tare da Lab-filin maras iyaka. A m Lab gwaje-gwajen, misali, masu bincike, za a iya amfani da digital tsarin for finer ji na mahalarta hali. daya misali na irin wannan inganta ji ne ido-tracking m wanda ya samar da daidai da ci gaba da matakan da ganinsu location. The digital shekaru kuma Halicci yiwuwar gudu Lab-kamar gwajen online. Alal misali, masu bincike sun hanzari soma Amazon Mechanical Turk (MTurk) kurtu mahalarta domin online gwajen (Figure 4.2). MTurk matches "ma'aikata" suka yi ayyuka da cewa bukatar da za a kammala da "ma'aikata" suke so don kammala wadanda ayyuka don kudi. Ba kamar gargajiya aiki kasuwanni, duk da haka, da ayyuka da hannu yawanci kawai na bukatar 'yan mintoci kaɗan don kammala da dukan hulda tsakanin m da ma'aikacin ne rumfa. Saboda MTurk mimics al'amurran gargajiya Lab gwaje-gwajen-biya mutane su kammala ayyuka da cewa su ba zai yi ba for free-an halitta dace domin wani iri gwaje-gwajen. Da gaske, MTurk Ya halitta kayayyakin ga manajan wani pool mahalarta-] aukar da biyan mutane-da masu bincike sun dauki amfani da cewa kayayyakin to matsa cikin wani ko da yaushe akwai pool mahalarta.

Figure 4.2: Takardu da aka buga ta amfani da data daga Amazon Mechanical Turk (MTurk) (Bohannon 2016) . MTurk da sauran online aiki kasuwanni bayar bincike a dace hanya zuwa kurtu mahalarta ga gwaje-gwajen.

Digital gwajen halitta fi yiwuwa ga filin-kamar gwaje-gwajen. Digital filin gwajen iya bayar da m iko da kuma tsari data fahimci yiwu sunadaran (kamar Lab gwaje-gwajen) kuma mafi bambancin mahalarta yin real yanke shawara a cikin wani yanayi (kamar filin gwajen). Baya ga wannan hade da kyau halaye na baya-gwajen, digital filin gwaje-gwajen kuma bayar da uku damar da suke wuya a analog Lab da kuma filin gwaje-gwajen.

Na farko, alhãli kuwa mafi yawansu analog Lab da kuma filin gwaje-gwajen da daruruwan mahalarta, digital filin gwajen iya samun miliyoyin mahalarta. Wannan canji a sikelin ne saboda wasu digital gwajen iya samar da bayanai a sifili m cost. Wancan ne, da zarar masu bincike sun halitta wani gwaji kayayyakin more rayuwa, da kara yawan mahalarta yawanci bã ya ƙãra kudin. Kara yawan mahalarta da wani factor na 100 ko fiye ne ba kawai a gwada yawa canji, shi ne mai ingantaccen canji, domin shi sa masu bincike su koyi abubuwa daban daga gwaje-gwajen (misali, heterogeneity magani effects) da gudu gaba ɗaya daban-daban na gwaji kayayyaki ( misali, babban rukuni gwajen). Wannan batu ne don haka da muhimmanci, zan koma da shi zuwa karshen sura, lokacin da na bayar da shawara game da samar da digital gwaje-gwajen.

Na biyu, alhãli kuwa mafi yawansu analog Lab da kuma filin gwajen bi mahalarta kamar yadda fayyace Widgets, digital filin gwajen sau da yawa amfani da baya bayani game da mahalarta a cikin zane da kuma bincike matakai na gudanar da bincike. Wannan baya bayanai, da ake kira pre-jiyya bayani, ne sau da yawa samuwa a cikin digital gwajen domin sun faru a cikakken auna yanayin. Alal misali, wani mai bincike a Facebook da yafi pre-jiyya bayanai fiye da wani mai bincike da zayyana wani misali Lab gwaji tare da undergraduates. Wannan pre-jiyya bayanai sa masu bincike don motsawa bayan zalunta mahalarta kamar yadda fayyace Widgets. More musamman, pre-jiyya bayanai sa ya fi dacewa gwaji kayayyaki-kamar tarewa (Higgins, Sävje, and Sekhon 2016) da kuma niyya daukar ma'aikata mahalarta (Eckles, Kizilcec, and Bakshy 2016) -and more basira analysis-kamar hakkin na heterogeneity na lura effects (Athey and Imbens 2016a) da covariate gyara ga inganta daidaici (Bloniarz et al. 2016) .

Na uku, alhãli kuwa da yawa analog Lab da kuma filin gwajen sadar jiyya da kuma ma'auni sakamakon a cikin wani in mun gwada matsa adadin lokaci, wasu digital filin gwajen unsa jiyya da za a iya tsĩrar a kan lokaci da kuma effects kuma za a iya auna a kan lokaci. Alal misali, Restivo kuma van de Rijt ta gwaji yana da sakamako auna kullum for 90 days, kuma daya daga cikin gwaje-gwajen da zan gaya muku game da daga baya a cikin sura ta (Ferraro, Miranda, and Price 2011) tracks sakamakon bisa 3 years a m ba cost. Wadannan uku damar-size, pre-jiyya bayanai, da kuma a tsaye magani da kuma sakamako data-ne ya fi na kowa a lokacin da gwaje-gwajen da aka gudanar a saman ko da yaushe-on ma'aunai tsarin (duba Babi na 2 for more on ko da yaushe-on ji tsarin).

Duk da yake digital filin gwajen bayar da dama yiwuwa, su ma raba wasu kasawan da duka analog Lab da kuma filin gwaje-gwajen. Alal misali, gwaje-gwajen ba za a iya amfani da su yi nazarin da, da kuma za su iya kawai kimanta sakamakon jiyya da za a iya nemi yin amfani. Har ila yau, ko da yake gwajen ne babu shakka da amfani ya shiryar da manufofin, ainihin shiriya za su iya bayar da shi ne da ɗan iyaka saboda rikitarwa kamar muhalli dogara, yarda da matsaloli, da kuma ma'auni effects (Banerjee and Duflo 2009; Deaton 2010) . A karshe, digital filin gwajen girmama da da'a damuwa halitta da filin gwaje-gwajen. Proponents filin gwajen ƙaho da ikon unobtrusively kuma da ka sa baki a cikin bazata yanke shawara sanya ta miliyoyin mutane. Wadannan siffofin bayar da wasu kimiyya abũbuwan amfãni, amma kuma suna iya sa saura gwajen ethically hadaddun (tunani game da shi kamar yadda masu bincike zalunta mutane kamar "Lab berayen" a kan wani m sikelin). Bugu da ari, ban da m illolin to mahalarta, digital filin gwaje-gwajen, sabõda sikelin, kuma za a ta da damuwa game da rushewa daga aiki zamantakewa tsarin (misali, damuwa game disrupting Wikipedia sakamakon tsarin idan Restivo da van der Rijt ba yawa barnstars) .