A Tool for Reducing the Systematic Errors Caused By Cognitive Biases
(Consider the following) two points:
Human beings are prone to biases that lead to error.
Scientific methodology aims to neutralize the effects of these biases, and thereby reduce error.
Let’s look at these two points in order.
First, human beings are prone to biases that lead to error. What sorts of biases? There are lots, but I’m thinking of two kinds of biases in particular.
In the context of this discussion, replace “marketing research” for “science.” Marketing research uses the scientific method and the scientific way of thinking to generate knowledge about markets, thereby reducing systematic errors caused by cognitive biases.
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