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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 marketing research, bias is inevitable. You need to recognize bias and reduce it, or at least be aware of it. The moderator collects the data and has a major impact on the quality of the data. The moderatorâs facial expressions, body language, tone, manner of dress, and style of language may introduce bias.