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How do we manage bias in respondent interviews?

Removing all bias from sample is almost impossible. However you can take steps to avoid sample bias and validate respondents through asking screening questions before interviewing commences.

Sample

Probable Bias

Reason

Customers

Favourable

A random sample should be invited to participate in customer research.

Lapsed Customers

Favourable

Important to understand why they are lapsed customers

Prospects

Favourable

Important to understand what their requirements are to win them as customers

The consequences of bias depend on the nature of the survey. For example, a survey for a product aimed at a retired respondent group will not be as biased by daytime interviews as will a public opinion survey. A survey about Internet products can safely ignore people who do not use the Internet.