Day 3 - Bias in user research
There tends to be bias in user research. However, being aware of various biases can help in analyzing the results of research better.
Some examples of biases are:
Sampling bias
Bias in sampling occurs when the selected group of participants isn’t representative of the entire population.
For example, a sample for a website for parents is biased if it does not include any single parents.
Similarly, a sample for an accessible website should include people with all types of disabilities.
Interviewer bias
When the interviewer gives their opinion while asking questions, it influences the participant’s response. Thus making the interview biased.
For example,
Interviewer: What do you look for while buying bread?
Participant: No harmful chemicals in ingredients and size of the loaf depending on the occasion.
Interviewer: Yes, I always check the ingredients too!
The participant then begins to discuss the ingredients of bread more since they got unintended validation from the interviewer.
Sponsor bias
It occurs when participants know about the brand or organization (the sponsor) conducting the research and their responses may be biased based on their perception of the sponsor.
For example, if a survey is carried out by McDonald’s about participants’ favourite fast food joint, they are likely to answer McDonald’s out of obligation.
Social Desirability bias
Participants may tailor their responses based on the people around them so that they seem more socially acceptable. Respondents may downplay their usage of mobile phones when asked in a survey because over usage of phones is often considered socially undesirable.
Hawthorne Effect
People may change their behaviour when they know they are being observed. For instance, a teacher may alter their teaching approach when they are aware that they are being watched.
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