The recently published Market Research and Insight Yearbook, put together by the Market Research Society, is a powerful collection of case studies aimed at illustrating the very best market research practice.
In this latest version is a chapter by our very own Conor Wilcock on cultural bias in global b2b research. He explains in detail that while cultural bias is difficult to completely eliminate, there are steps researchers can take to both understand and account for any biases that may exist when working with data.
You can read Conor’s chapter by clicking the link below.
