The Political Communication Lab, consisting of faculty and graduate students from Stanford University's Political Science and Communication departments, was formed to develop and administer experimental studies of public opinion and political behavior through the use of both online and traditional methods. The advantages of online experimentation are clear in light of the explosion in the number of households with access to the Internet. Moreover, issues of sampling bias -- previously endemic to experiments -- can be overcome through the greater "reach" of online experiments and by the application of standard probability sampling techniques to the recruitment of online experimental participants. These developments significantly alleviate concerns over the generalizability of experimental research and as a result, experiments now represent a dominant methodology for political communication researchers.
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