Experimental: The researcher manipulates the independent variable, then observes the effects this has on the dependent variable. In this study, an example of the hypothesis to be tested would be: If amount of media consumed simultaneously by a person increases, then the amount of items recalled will decrease. In this case, recognition memory would be the method used, where a participant is shown a group of items, and then shown multiple randomised items one at a time and asked if they recognise the item. The advantages of this would be that the data would be quantitative (number of items recognised) and would be easy to compare. It would also be in a controlled environment, meaning the effect of errors will be minimised and it will be easy to replicate. However, experimental studies are removed from real life and hard to apply to the natural human mind.