Understanding and Minimizing 8 Common Survey Bias Errors in Research (Full Transcript)

Speaker 1: 8 Common Survey Bias Errors The primary goal of research is to minimise bias, if not entirely eliminate it. In so doing, results can be trusted as an honest reflection of the attitudes and behaviours of the total target population. Following are the 8 most common survey bias you will encounter in data collection. 1. Social Desirability Bias Such topics as taking care of the environment, spending time with one's children, are examples when people tend to answer in socially acceptable responses, which makes themselves look good, but don't quite match up with reality. 2. Acquiescence Bias Respondents tend to agree and give a yes response to most questions, especially if they haven't given the topic much thought before. 3. Question Order Bias Question order matters. For example, in doing a brand awareness survey and mentioning the brand name too early, this will inadvertently affect how people rate their familiarity with the brand on subsequent questions. This also holds true for response option order. A respondent might remember a choice that appeared in an earlier question and be more likely to select that response on later questions. 4. Habituation Bias When a series of questions are worded similarly or use a similar structure, respondents tend to answer in a less engaging way. Many spot the pattern and go on autopilot to get through the survey with minimal energy. This adversely affects data quality, as respondents do not give each question the consideration it deserves. 5. Sponsorship Bias When respondents know who commissioned the survey, it can influence responses. Their existing feelings and opinions about the brand or organisation contain even the most general questions in the survey. This is particularly troublesome in product surveys. 6. Confirmation Bias This bias occurs on the researcher's side when the survey itself is conducted to confirm a hypothesis rather than simply gauge opinion. Such researchers will give extra weight to responses that confirm their belief and dismiss evidence to the contrary. In many cases, researchers will pose leading questions rather than neutral versions. 7. Culture Bias Our own cultural experience influences our thoughts and assumptions about other cultures, which can cause unintended bias in research. This phenomenon, known as ethnocentrism, is defined as judging another culture solely by the values and standards of one's own culture. 8. HALO Effect Bias People have the tendency to hold an overall impression of something based on only one characteristic. For example, a moderator may make an assumption about a respondent based on a first, positive impression. A respondent may respond to a series of questions on a brand based solely on their feeling about one attribute. While bias is an integral part of the human experience, it can be minimised in research to deliver an honest reflection of the attitudes and behaviours of your target population. By looking out for these common survey bias errors, you will be well on your way to survey success. For more information on survey bias or any aspect of male survey management, contact us today.