All entries for Friday 29 April 2011

April 29, 2011

Danger of Bias

Talking about bias in RDM PMA reminds me that during IMV our team traps in several biases that affect our decision-making as the multiplier effect. It starts with representative bias when we try to gather additional data to decide marketing tools by interviewing one or two experts. Then we take it for granted their opinion, which lead our team trap in conformation bias when having discussion in other decision methodology. We were trying to avoid any options that against our preference, which there is no second opinion to confirm our first decision. I think, second opinion is very important to avoid or at least minimize bias that affect our decision making process.


To give you illustration, back in my home country it becomes very common when people went to doctor to get diagnose about their current condition to have second opinion from another doctor just to ensure that she/he got correct diagnose. Even some people looking for third opinion! One side it’s good because you get robust decision, yet it proves that your expert is not reliable and of course wasting some resources such as; time and money!


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