Assessment of factors causing bias in marketing- related publications

Abstract

The present paper aims at revealing and ranking the factors that most frequently cause bias in marketing-related publications. In order to rank the factors causing bias, the authors employed the Analytic Hierarchy Process method with three different scales representing all scale groups. The data for the study were obtained through expert survey, which involved nine experts both from the academia and scientific publishing community. The findings of the study confirm that factors that most frequently cause bias in marketing related publications are sampling and sample frame errors, failure to specify the inclusion and exclusion criteria for researched subjects and non-responsiveness.