YENI IDAYUSI; LUKMANUL HAKIM; DAHRUL AMAN HARAHAP. 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), [S. l.], v. 5, n. 5, p. 2198–2204, 2026. DOI: 10.5281/zenodo.19487366. Disponível em: https://ijset.org/index.php/ijset/article/view/1753. Acesso em: 17 apr. 2026.