Cognitive Bias Issues - Essay Example

Cognitive bias can be defined as the error in the thought process that happens during the time of information processing through some of the slanted filters of human attitudes, experiences, and beliefs. Thus cognitive thinking skews interpretation of the reality. Such distortions in the thought process are very rarely intentional and hence it is hard to avoid. But cognitive bias tends to have a significant impact on behavioral research, especially when it comes to the measuring of human experience, perception, and memory (Carlstedt, 2010, p. 145).

The ability to recognize cognitive bias is of utmost importance to conduct any qualitative behavioral research. Cognitive bias can reduce or even spoil the findings of research having a solid research design structure. While conducting cognitive bias the researchers need to be aware of cognitive bias on both sides. The real course of concern is that the quantification of emotion using cognitive interpretation is likely to be flawed. Contemporary measurement methods like focus groups and questionnaire surveys are used to ask questions to the respondents. But when a respondent is asked a written or verbal question, the chances of being exposed to cognitive bias are very high. Groupthink also known as herd behavior or bandwagon effect occurs when the group members reduce their personal beliefs to maintain cohesiveness among the group. In a group, a certain individual may feel out of their comfort zone if the personal point of view does not match that of the others. Therefore the group’s members may go with the accord of the others. Another kind of cognitive bias is termed availability bias. When the participants are asked certain questions, the respondents are most likely to recall the recent experiences of such instances that come to mind very quickly. The problem with such behavior is that the recall of the respondents is based on a process that focuses on the memorable level leading to distortion (Goswami, 2010, p. 225).

Cognitive bias not only influences the respondents it leaves marks on the interviewers also. One such bias is the confirmation bias. It refers to the tendency to look for new information that confirms the perception of the people and avoid information that does not match their beliefs. Interviewers tend to follow the information that matches their perceptions and beliefs. This may lead the interviewer to ask biased questions leading to a counter effect of cognitive bias (Bhattacharya, 2009, p. 201).

In the case of qualitative emotional research, it is extremely important to develop awareness and insights to avoid cognitive biasness. Some proposed ways to avoid cognitive baseness are discussed in this section. The research design should focus on the individual as the main subject. The researchers should work with the respondents on one to one basis and implement non-suggestive, impartial, and in-depth interviewing techniques to discover valuable emotional content and insights in an encouraging and relaxed manner. The process should focus on the interactions between the conscious and unconscious mind. Methods like visualization bypass and guided imagery could be used to allow the researcher to get access to rich emotional content. Researchers should make sure that both probing, as well as the initial questions during the interview session, should be conducted neutrally so that the data is retired in an unbiased fashion. The researcher must be aware of the threat posed by cognitive bias. This helps the researchers to avoid behaviors that may affect the results of the interview. The researchers should attempt to avoid the clouding of participants for outcomes (Caverni, Fabre, and Gonzalez, 1990, p. 108).