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Hidden Bias Tests measure unconscious, or automatic, biases. Your willingness to examine your own possible biases is an important step in understanding the roots of stereotypes and prejudice in our society.
In qualitative research, bias affects the validity and reliability of findings, and consequently affects business decisions. Bias distorts truth. Bias slants and skews data in qualitative marketing research. In marketing research, bias is inevitable. You need to recognize bias and reduce it, or at least be aware of it.