Session 5: Types of bias in qualitative research

The participant chooses to agree with the moderator or researcher. Some participants may agree just to complete the interview.

• Acquiescence bias

• Social acceptability bias

• Habituation bias

• Sponsor bias

Such a bias can occur if a participant gets influenced by the sponsor’s reputation or mission statement.

• Acquiescence bias

• Social acceptability bias

• Habituation bias

• Sponsor bias

Such a bias can occur when participants provide the same answers in response to similarly-worded questions.

• Acquiescence bias

• Social acceptability bias

• Habituation bias

• Sponsor bias

Many participants respond inaccurately just so that they could be liked or think that they would be better accepted.

• Acquiescence bias

• Social acceptability bias

• Habituation bias

• Sponsor bias

Questions that lead the participants in the direction of probable outcomes may result in biased answers.

• Confirmation bias

• Question-order bias

• Leading questions and wording bias

This most common bias occurs when a researcher interprets the data to support his or her hypothesis.

• Confirmation bias

• Question-order bias

• Leading questions and wording bias

Participants may compare and judge questions based on their response to the first question, resulting in a biased and inaccurate answer.

• Confirmation bias

• Question-order bias

• Leading questions and wording bias