Common Biases in Business Research

Abstract

Bias occurs in research when an error is committed in sampling or testing which results in choosing or favoring one outcome, conclusion or result over others. Bias can happen at any stage of research, including study design, methodology selection, collection of data and stating conclusions (Pannucci and Wilkins in Plast Reconstr Surg 126:619–625, 2011 [1]). Given the significant threats of these biases on the reliability and validity of research conclusions, understanding different types of biases, their consequences and treatment methods, is the corner stone in avoiding such biases and an important step in critically evaluating research. This chapter discusses biases that are common in quantitative research, biases associated with qualitative research and biases that usually occur in quantitative research using qualitative data. It will focus on introducing business researchers to their definitions and sources. The chapter also suggests methods to uncover those biases and provides remedies and ways to deal with such biases.