Yeni Idayusi, Lukmanul Hakim, & Dahrul Aman Harahap. (2026). FIELD EXPERIMENTS IN MARKETING: A PRACTICAL GUIDE FOR ADDRESSING EXTERNAL VALIDITY AND ETHICAL CHALLENGES IN COLLABORATION WITH FIRMS. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), 5(5), 2198–2204. https://doi.org/10.5281/zenodo.19487366