Limitations of experiments

Experiments are often limited to assessing short-term response, whereas long-term response is often more relevant to a problem. Moreover, the long-term response to a particular treatment is often quite different to that of the short-term response. As an example, much advertising is well known to be effective over a period of time that is often difficult, if not impossible, to gauge effectively. Thus to measure its effect over a short period of time may be suspect. Also, the longer an experiment is run, the greater is the opportunity for something to occur that will invalidate it - Murphy's Law of 'if anything can go wrong it will go wrong' is almost certain to apply. Moreover, an experiment often cannot be made sufficiently realistic to be useful.

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