Think of this design as a big party where guests (a.k.a participants) get randomly assigned to either the dance floor (experimental group) or the snack table (control group). 🕺💃

Famous psychologists like Loftus & Palmer (1974) and Bransford & Johnson (1972) used this design in their studies.

• 🔎 Key Point: Randomness is the heart of this design. Imagine you have a bag of mixed jelly beans. You close your eyes and pull out a jelly bean. The color you get is totally random, just like the allocation of participants in this design.
• 💡Remember: No cheating with the allocation. Say, you pull out a green jelly bean but decide to swap it for a red one because you have too many greens. No-no! You're messing with the randomness and, hence, the independent measures design.

This is like watching your favorite movie twice but noticing different details each time. In this design, participants are exposed to all conditions of the experiment, but in different orders.

• 🔎 Key Point: Order effects, like getting tired or getting better because of practice, are a big concern here. That's why you need to 'counterbalance' or shuffle the order of conditions for different participants (AB and BA).
• 💡Remember: When analyzing results, you compare the same conditions (A with A, B with B) from both groups, NOT the groups themselves.