Possible ways for the researcher to avoid bias in this study could include but are not limited to:
- Researchers could reduce bias by having a well-designed research protocol that explicitly outlines how data is collected and analysed in this study.
- The researcher could conduct a pilot study in order to test things like the suitability of the questions and the clarity of the instructions/cover page. However, a pilot study may not be possible due to time restraints or lack of resources.
- Sampling bias (selection bias) is a danger when participants in a sample are not selected randomly. However, a random sample may not be possible due to time restraints or lack of resources. The researcher did visit the centre at different times of the day and attempted to hand out a similar number of question sheets in each area. This may have helped to reduce sampling bias.
- Nonresponse bias could occur if the people who did not want to take part in the study, or who took the questions but did not return them, were systematically different from those who did participate. Common causes of nonresponse, such as poor survey design, confusing/long questions or difficulties in returning question sheets, can be discovered by carrying out a pilot study. The researcher could also consider offering incentives for returning the question sheet - such as course credits - but this may also result in bias.
- To prevent researcher bias, the researcher should be aware of personal biases when formulating the questions and analysing the answers and should use reflexivity / critical self-awareness with regard to areas such as personal interests.
- The researcher could try to avoid confirmation bias during analysis of the answers by having other researchers participate in the collection, analysis, and interpretation of data (researcher triangulation). This is important with regard to the generalization of results.
- Leading questions can introduce bias when participants answer in a certain way because the wording of the question encourages them to do so. The questions (and answers if there are closed questions) need to be phrased in a way that is specific and clear.
- Question order and the tendency to give positive answers (acquiescence bias) can also occur. These types of issues can be discovered by carrying out a pilot study.
- Investigator effects would be reduced if the researcher does not need to be present while the participant completes the questions. This could be achieved if the surveys are able to be returned by post or to a drop in point (such as a box in the library).
- Social desirability is the participants' tendency to respond in a way that they think will make them liked or accepted. This could be an issue if they are answering the questions with their friends around them. Ways to address this may be asking people to complete it on their own and return it later or providing a private space for completing the questions.