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TYPES OF RESEARCH BIAS

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 What is Research Bias?
 Research bias, also called experimenter bias, is a process where the scientists performing the research influence
the results, in order to portray a certain outcome.
 Some bias in research arises from experimental error and failure to take into account all of the possible variables.
Other bias arises when researchers select subjects that are more likely to generate the desired results, a reversal of
the normal processes governing science.

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 What is Research Bias?
 Research bias, also called experimenter bias, is a process where the scientists performing the research influence
the results, in order to portray a certain outcome.
 Some bias in research arises from experimental error and failure to take into account all of the possible variables.
Other bias arises when researchers select subjects that are more likely to generate the desired results, a reversal of
the normal processes governing science.

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 What is Research Bias?
 Research bias, also called experimenter bias, is a process where the scientists performing the research influence
the results, in order to portray a certain outcome.
 Some bias in research arises from experimental error and failure to take into account all of the possible variables.
Other bias arises when researchers select subjects that are more likely to generate the desired results, a reversal of
the normal processes governing science.

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 Types of Research Bias
Respondent Bias

 Acquiescence bias: Also known as yea-saying or the friendliness bias, occurs when a respondent demonstrates a
tendency to agree with and be positive about whatever the moderator presents. In other words, they think every
idea is a good one and can see themselves liking, buying and acting upon every situation that is proposed.

 Social desirability bias: This bias involves respondents answering questions in a way that they think will lead to
being accepted and liked. Researchers can minimize this bias by phrasing questions to show it’s okay to answer in a
way that is not socially desirable.

 Habituation: In cases of habituation bias, respondents provide the same answers to questions that are worded in
similar ways. This is a biological response: being responsive and paying attention takes a lot of energy. Respondents
often show signs of fatigue, such as mentioning that the questions seem repetitive, or start giving similar responses
across multiple questions. Moderators must keep the engagement conversational and continue to vary question
wording to minimize habituation.

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 Types of Research Bias
Respondent Bias

 Acquiescence bias: Also known as yea-saying or the friendliness bias, occurs when a respondent demonstrates a
tendency to agree with and be positive about whatever the moderator presents. In other words, they think every
idea is a good one and can see themselves liking, buying and acting upon every situation that is proposed.

 Social desirability bias: This bias involves respondents answering questions in a way that they think will lead to
being accepted and liked. Researchers can minimize this bias by phrasing questions to show it’s okay to answer in a
way that is not socially desirable.

 Habituation: In cases of habituation bias, respondents provide the same answers to questions that are worded in
similar ways. This is a biological response: being responsive and paying attention takes a lot of energy. Respondents
often show signs of fatigue, such as mentioning that the questions seem repetitive, or start giving similar responses
across multiple questions. Moderators must keep the engagement conversational and continue to vary question
wording to minimize habituation.

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 Types of Research Bias
Respondent Bias

 Acquiescence bias: Also known as yea-saying or the friendliness bias, occurs when a respondent demonstrates a
tendency to agree with and be positive about whatever the moderator presents. In other words, they think every
idea is a good one and can see themselves liking, buying and acting upon every situation that is proposed.

 Social desirability bias: This bias involves respondents answering questions in a way that they think will lead to
being accepted and liked. Researchers can minimize this bias by phrasing questions to show it’s okay to answer in a
way that is not socially desirable.

 Habituation: In cases of habituation bias, respondents provide the same answers to questions that are worded in
similar ways. This is a biological response: being responsive and paying attention takes a lot of energy. Respondents
often show signs of fatigue, such as mentioning that the questions seem repetitive, or start giving similar responses
across multiple questions. Moderators must keep the engagement conversational and continue to vary question
wording to minimize habituation.

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 Types of Research Bias

 Sponsor bias: When respondents know – or suspect – the sponsor of the research, their feelings and opinions
about that sponsor may bias their answers. Respondents’ views on the sponsoring organization’s mission or core
beliefs, for example, can influence how they answer all questions related to that brand.

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 Types of Research Bias
Researcher Bias

 Confirmation bias: The tendency to process information by looking for, or interpreting, information that is
consistent with one’s existing beliefs. Existing beliefs can include one’s expectations in a given situation and
predictions about a particular outcome. People are especially likely to process information to support their own
beliefs when the issue is highly important or self-relevant. To minimize confirmation bias, researchers must
continually reevaluate impressions of respondents and challenge preexisting assumptions and hypotheses.

 Culture bias: The phenomenon of interpreting and judging phenomena by standards inherent to one's own
culture. To minimize culture bias, researchers must understand others by showing unconditional positive regard
and being aware of their own cultural assumptions. Complete understanding of others in regard to culture is never
100 percent achievable.

 Question-order bias: One question can influence answers to subsequent questions, creating question-order bias.
For example, if a respondent rates one product a 10 and is then asked to rate a competitive product, they will make
a rating that is relative to the 10 they just provided. While question-order bias is sometimes unavoidable, asking
general questions before specific, unaided before aided and positive before negative will minimize bias.

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 Types of Research Bias
Researcher Bias

 Confirmation bias: The tendency to process information by looking for, or interpreting, information that is
consistent with one’s existing beliefs. Existing beliefs can include one’s expectations in a given situation and
predictions about a particular outcome. People are especially likely to process information to support their own
beliefs when the issue is highly important or self-relevant. To minimize confirmation bias, researchers must
continually reevaluate impressions of respondents and challenge preexisting assumptions and hypotheses.

 Culture bias: The phenomenon of interpreting and judging phenomena by standards inherent to one's own
culture. To minimize culture bias, researchers must understand others by showing unconditional positive regard
and being aware of their own cultural assumptions. Complete understanding of others in regard to culture is never
100 percent achievable.

 Question-order bias: One question can influence answers to subsequent questions, creating question-order bias.
For example, if a respondent rates one product a 10 and is then asked to rate a competitive product, they will make
a rating that is relative to the 10 they just provided. While question-order bias is sometimes unavoidable, asking
general questions before specific, unaided before aided and positive before negative will minimize bias.

www.everstudy.co.in
 Types of Research Bias
Researcher Bias

 Confirmation bias: The tendency to process information by looking for, or interpreting, information that is
consistent with one’s existing beliefs. Existing beliefs can include one’s expectations in a given situation and
predictions about a particular outcome. People are especially likely to process information to support their own
beliefs when the issue is highly important or self-relevant. To minimize confirmation bias, researchers must
continually reevaluate impressions of respondents and challenge preexisting assumptions and hypotheses.

 Culture bias: The phenomenon of interpreting and judging phenomena by standards inherent to one's own
culture. To minimize culture bias, researchers must understand others by showing unconditional positive regard
and being aware of their own cultural assumptions. Complete understanding of others in regard to culture is never
100 percent achievable.

 Question-order bias: One question can influence answers to subsequent questions, creating question-order bias.
For example, if a respondent rates one product a 10 and is then asked to rate a competitive product, they will make
a rating that is relative to the 10 they just provided. While question-order bias is sometimes unavoidable, asking
general questions before specific, unaided before aided and positive before negative will minimize bias.

www.everstudy.co.in
 Types of Research Bias

 Leading questions and wording bias: A leading question is one that influences an individual to provide a
particular response. The point of research is to prove a theory and contribute to developing knowledge in a field or
study. It is crucial that questions are clearly crafted so answers are based solely on respondents’ perspectives.
Avoid summarizing what the respondents said in your own words and do not take what they said further. Try not to
assume relationships between a feeling and a behavior.

 The halo effect: Moderators and respondents have a tendency to see something or someone in a certain light
because of a single, positive attribute. For example, a moderator can make assumptions about a respondent
because of one positive answer they’ve provided. Additionally, respondents may rate or respond to a stimulus
positively overall due to one factor. Researchers should address all questions about one brand before asking for
feedback on a second brand, as when respondents are required to switch back and forth rating two brands, they
are likely to project their opinion on one attribute to their opinion of the brand as a whole.

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 Types of Research Bias

 Leading questions and wording bias: A leading question is one that influences an individual to provide a
particular response. The point of research is to prove a theory and contribute to developing knowledge in a field or
study. It is crucial that questions are clearly crafted so answers are based solely on respondents’ perspectives.
Avoid summarizing what the respondents said in your own words and do not take what they said further. Try not to
assume relationships between a feeling and a behavior.

 The halo effect: Moderators and respondents have a tendency to see something or someone in a certain light
because of a single, positive attribute. For example, a moderator can make assumptions about a respondent
because of one positive answer they’ve provided. Additionally, respondents may rate or respond to a stimulus
positively overall due to one factor. Researchers should address all questions about one brand before asking for
feedback on a second brand, as when respondents are required to switch back and forth rating two brands, they
are likely to project their opinion on one attribute to their opinion of the brand as a whole.

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 PRACTICE QUESTION
Question: ‘Imagine that a person holds a belief that left-handed people are more creative than right-handed people.
Whenever this person encounters a person that is both left-handed and creative, they place greater importance on
this evidence that supports what they already believe. This individual might even seek proof that further backs up
this belief while discounting examples that don't support the idea.’ The statement reflects which among the following
types of Research Bias?

(A) Acquiescence bias

(B) Confirmation bias
(C) Leading questions and wording bias
(D) The halo effect

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