digital divide (Iyengar, Hahn, & Prior, 2001). Administering the experiment on the Web saves costs related to site rentals and travel expenses. It vastly expands the pool from which subjects can be recruited.
Simulations are another method used to test interactive communication behav- iors under controlled contingencies. For example, one may want to simulate a nego- tiation session between warring factions to test which approach might produce the most satisfactory settlement of the dispute. Many simulations are now performed as computerized exercises. Government agencies and think tanks are heavy users of these technologies.
If successful, experimental studies and small-group intensive research often serve as pilots that pretest hypotheses for studies done on a larger scale. Findings from experimental research and depth interviews may also fill gaps and broaden the insights gained from larger surveys. For example, extensive probing of the thinking behind a respondent’s answers to survey questions, which is possible in small-scale research, can help in interpreting survey responses. A combina- tion of these complementary research approaches, though expensive, is therefore ideal.
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