Classification of Testing Methods In addition to when to test, decisions must be made as to where. These tests may take place in either laboratory or field settings. Marketers will face different objectives and budgets throughout their career, and it is important to understand the various types of laboratory and field methods that can be used. In laboratory tests, people are brought to a particular location where they are shown ads and/or commercials. The testers either ask questions about them or measure participants' responses by other methods-for example, pupil dilation, ee tracking, or galvanic skin response. The major advantage of the lab setting is the control it affords the researcher. The major disadvantage is the lack of realism. Field tests are tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and th comforts of home. Field tests take into account the effects of repetition, program content, and even the presence of competitive messages. The major disadvantage of field tests is the lack of control. Identify each testing method as either a laboratory or field method. Methods Consumer Juries Theater Tests Inquiry Tests Laboratory tests Physiological Measures Tracking Studies Reset Dummy Advertising Vehicles Portfolio Tests Recall Tests