Research's credibility, reliability, authenticity and social desirability bias are of utmost importance in commercial as well as academic researches. Honesty, reporting transparency and avoiding results' fabrication along with biased data collection are vital aspects to ensuring reliability, authenticity and credibility of research. Bias is a significant factor that contributes to the overall quality of research and is therefore essential to make research trustworthy. By definition, bias occurs in research when someone introduces systematic errors into sampling/ selecting/ preferring one's response/ reading/ answer over another based on personal preferences.
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