1. Would a lab experiment or a field experiment be more “valid” in determining whether Tooheys could cause a normal beer consumer to become intoxicated? Explain.

2. Describe an alternate research design that would have higher validity.

3. Is the experiment described in this story consistent with good ethical practice? Likewise, comment on how the design described in part 2 would be made consistent with good ethical practices.

Sixty-six willing Australian drinkers helped a Federal Court judge decide that Tooheys didn’t engage in misleading or deceptive advertising for its 2.2 beer. The beer contains 2.2 percent alcohol, compared to 6 percent for other beers, leading to a claim that could be interpreted as implying it was non-alcoholic.

Volunteers were invited to a marathon drinking session after the Aboriginal Legal Service claimed Tooheys’ advertising implied beer drinkers could imbibe as much 2.2 as desired without becoming legally intoxicated. Drunken driving laws prohibit anyone with a blood-alcohol level above 0.05 from getting behind the wheel in Australia.