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self interest bias

Articles and guides which refer to the idea of self-interest bias. This is where you favour data and research which only furthers your interest, rather than looking at it objectively.

With a focus on how it impacts on marketing, creative and e-Commerce activities.

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Managing bias in market research

Why read this? : Bias in market research makes your results less reliable. We share different ways it appears in each of the 3 types of research approach. Learn who and what causes it, and how

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