In this video, we are going to unpack the thorny topic of research bias. Also sometimes called researcher bias. We will explain what it is look at some common types of research bias and share some tips to help you minimise the potential biases in your research.
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So what exactly is research bias? Well, simply put research bias is when the researcher, that is you, intentionally or unintentionally skews the process of a systematic inquiry which then of course skews the outcomes of the study. In other words, research bias is what happens when you affect the results of your research by influencing how you arrive at them.
For example, if you plan to research the effects of remote working arrangements across all levels of an organisation but your sample consisted mostly of management-level respondents you run into a form of research bias. In this case excluding input from lower-level staff in other words not getting input from all levels of staff means that the results of the study would be biased in favour of a certain perspective that of management. Of course, if your research aims and research questions were only interested in the perspectives of managers this sampling approach would not be a problem.
But that is not the case here as there is a misalignment between the research aims and the sample. By the way, if you want to learn more about research aims and research questions check out our video covering that up here. You can also find the link in the description below.
Now it is important to remember that research bias is not always deliberate or intended. Quite often it is just the result of a poorly designed study or practical changes in terms of getting a well-rounded suitable sample. While perfect objectivity is the ideal some level of bias is generally unavoidable when you are undertaking a study.
That said as a savvy researcher it is your job to reduce potential sources of research bias as much as possible. To minimise potential bias you first need to know what to look for. So next up I will unpack three common types of research bias we see at Grad Coach when reviewing students' projects.
These include selection bias, analysis bias and procedural bias. Keep in mind that there are many different forms of bias that can creep into your research. So do not take this as a comprehensive list it is just a useful starting point.
To learn more about other potential biases you can check out the Grad Coach blog. Link down in the description. First up we have selection bias.
The example I mentioned earlier about only surveying management as opposed to all levels of employees is a prime example of this type of research bias. In other words, selection bias occurs when your studies' design automatically excludes a relevant group from the research process and therefore negatively impacts the quality of the results. With selection bias, the results of your study will be biased towards the group that it includes or favours meaning that you are likely to arrive at prejudiced results.
For example, research into government policies that only includes participants who voted for a specific party is going to produce skewed results as the views of those who voted for other parties will be excluded. Selection bias commonly occurs in quantitative research as the sampling strategy adopted can have a major impact on the statistical results. That said selection bias does of course also come up in qualitative research as there is still plenty of room for skewed samples.
So it is important to pay close attention to the makeup of your sample and make sure that you adopt a sampling strategy that aligns with your research aims. Of course, you will seldom achieve a perfect sample and that is okay but you need to be aware of how your sample may be skewed and factor this into your thinking when you analyse the result in data. If you are enjoying this video so far please help us out by hitting that like button.
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Next up we have analysis bias. Analysis bias occurs when the analysis itself emphasises or discounts certain data points so as to favour a particular result. Often the researchers own expected result or hypothesis.
In other words, analysis bias happens when you prioritise the presentation of data that supports a certain idea or hypothesis rather than presenting all the data indiscriminately. For example, if your study was looking into consumer perceptions of a specific product you might present more analysis of data that reflects positive sentiment toward the product and give less real estate to the analysis that reflects negative sentiment. In other words, you would cherry-pick the data that suits your desired outcomes and as a result, you would create a bias in terms of information conveyed by the study.
Although this kind of bias is common in quantitative research it can just as easily occur in qualitative studies given the amount of interpretive power the researcher has. This may not be intentional or even noticed by the researcher given the inherent subjectivity in qualitative research. As humans, we naturally search for and interpret information in a way that confirms or supports our prior beliefs or values.
In psychology, this is called confirmation bias. So do not make the mistake of thinking that analysis bias is always intentional and that you do not need to worry about it because you are an honest researcher it really can creep up on anyone. To reduce the risk of analysis bias a good starting point is to determine your data analysis strategy in as much detail as possible before you even collect your data.
In other words, decide in advance how you will prepare the data, which analysis method you will use and be aware of how different analysis methods can favour different types of data. Also, take the time to reflect on your own preconceived notions and expectations regarding the analysis outcomes so that you are fully aware of the potential influence you may have on the analysis and therefore hopefully, you can minimise it. Last but definitely not least we have procedural bias which is also sometimes referred to as administration bias.
Procedural bias is one of the easier biases to overlook so it is important to understand what it is and how to avoid it. This type of bias occurs when the administration of the study especially the data collection aspect has an impact on either who responds or how they respond. A practical example of procedural bias would be when participants in a study are required to provide information under some form of constraint.
For example, participants might be given insufficient time to complete a survey resulting in incomplete or hastily filled out forms that do not necessarily reflect how they really feel. This can happen really easily if, for example, you innocently ask your participants to fill out a survey during their lunch break. Another form of procedural bias can happen when you improperly incentivise participation in a study.
For example, offering a reward for completing a survey or interview might incline participants to provide false or inaccurate information just to get through the process as fast as possible and collect their reward. It could also potentially attract a particular type of respondent a freebie seeker resulting in a skewed sample that does not really reflect your demographic of interest. The format of your data collection method can also potentially contribute to procedural bias if, for example, you decide to host your survey or interviews online this could unintentionally exclude people who are not particularly tech-savvy, do not have a suitable device or just do not have a reliable internet connection.
On the flip side, some people might find in-person interviews a bit intimidating compared to online ones at least or they might find the physical environment in which they are being interviewed to be uncomfortable or awkward. Maybe the boss is peering into the meeting room, for example. Now, although procedural bias is more common in qualitative research it can come up in any form of fieldwork where you are actively collecting data from study participants.
So it is important to consider how your data is being collected and how this might impact respondents. Simply put you need to take the respondent's viewpoint and think about the challenges they might face no matter how small or trivial these might seem. So it is always a good idea to have an informal discussion with a handful of potential respondents before you start collecting data and ask for their input regarding your proposed plan upfront.
Okay, so let us do a quick recap. Research bias refers to any instance where the researcher or the research design negatively influences the quality of a study's results whether intentionally or not. So three common types of research bias we looked at are selection bias where a skewed sample leads to skewed results, analysis bias where the analysis method and or approach leads to biased results and procedural bias where the administration of the study especially the data collection aspect has an impact on who respondents are and how they respond.
As I mentioned there are many other forms of research bias but we can only cover a handful here. So be sure to familiarise yourself with as many potential sources of bias as possible to minimise the risk of research bias in your study. Now as I mentioned earlier you can learn more about all of this on the Grad Coach blog.
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