Submitted by Sedat Soylemez Submitted to Mr.

David Brooks Module PS1_Ass2_Research Bias Report

Biased research results occur when allowances are not made or not limited for the researchers and respondents contribution in the results. This can lead to all sorts of misleading information. This report investigates the potential for bias to arise from researchers and respondents interactions. Report does not intent to go into deep terminology or scientific theories but it will point out the bias occurrences in order to provide background information before examining the articles related to the construction industry...

2nd December 2010

Research Bias and Building Industry

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1. ACKNOWLEDGMENT
This report would not have been possible without the ongoing guidance and support provided by the Faculty of Design and Construction lecturer, Mr. David Brooks. I would like to thank him for his priceless contributions. I would like to thank to, Mid-Kent College Principal, Sue Mcleod, for providing the previous statistics and survey results which have been very helpful during the research stage. Finally, I would like to thank to everyone contributed to the report by completing questionnaires and attending interviews.

2. CONTENTS
Title Page

1. Acknowledgement 2. Contents 3. Abstract 4. Introduction 5. Research

5.1. 5.2. 5.3. Qualitative research Quantitative Research Quantitative versus Qualitative

6. Bias
6.1. 6.2. 6.3. Research Bias Design Bias Selection/ Sampling Bias

6.3.1. Omission Bias 6.3.2. Inclusive Bias 6.4. Procedural Bias

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6.5. 6.6. 6.7. 6.8.

Measurement Bias Interviewer Bias Response Bias Reporting Bias

7. Articles
7.1. 7.2. 7.3. 7.4. Wind Turbine Underfloor Heating Social Housing Survey Photovoltaic

8. Methodology 9. Results 10. Conclusion 11. Recommendations 12. References 13. Appendix

3. ABSTRACT
This report aims at providing information on research bias which is a consequence of the way data collected and sometimes misinterpreted in order to gain advantage over something. Biased research results occur when allowances are not made or not limited for the subjectivity of researchers and respondents. A piece of research conducted by a leading company in housing market may have a strong impact in the industry. It can lead to all sorts of speculative and misleading statistics, if the research is flawed by bias. Chances of bias can come from researchers and respondents interactions. The aim here is to show how bias occurs based on the some of the articles published in construction industry periodicals. Researchers are invited to acknowledge the potential for bias to arise.

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4. INTRODUCTION
What was causing fluctuations in the housing market during 2009? How many people lost their jobs and also lost their homes? What kind of property would people in Kent like to live in? What is the percentage of the detached houses in the housing market in Kent? There may be various reasons to want answers for these questions. In order to come up with answers which are facts not influenced by any biased elements, an independent research method is needed. This requires collection of specific data, done methodically. This is where research intervenes. Research is a process of collecting information from various resources by using most appropriate methods and interpreting data in a scientific way to produce unbiased answers to questions. All scientific inquiry is subject to biases which are systematic distortions of research results due to factors not allowed for in their derivation (Allen, 1990; Rosnow and Rosenthal, 1997).

5. RESEARCH
Research is seeking and searching for knowledge; that is careful, systematic process of collecting, analysing, interpreting data in order to increase or understand of phenomena or a problem about which we are interested or concerned. The systematic investigation into and study of materials, sources, etc, in order to establish facts and reach new conclusions. b. an endeavour to discover new or collate old facts etc by the scientific study of a subject or by a course of critical investigation. (Oxford Concise Dictionary)1. Research: NOUN: 1. a detailed study of a subject, especially in order to discover (new) information or reach a (new) understanding (Cambridge Dictionaries Online, Cambridge University Press 2003)2. Research is required to explain phenomena, form a policy and evaluate a policy. The research process generally follows scientific method which requires: Identifying a problem
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Setting research questions Gathering data related to the problem Analyse and interpreting data to support or refute hypothesis or resolve questions.

Research classification according to the information or data each uses: Qualitative research Quantitative research

Qualitative and quantitative researches are the two main ways of research depending on the data each uses. They are often used together but the benefits and disadvantages of them have been open to criticism. On the other hand, it is generally agreed that there are some stages in research where one or the other is clearly more suitable to a research project.

5.1. Qualitative Research

Qualitative research aims at explaining complex phenomena through words rather than testing hypothesis with numbers. It tends to be more subjective than quantitative research. Qualitative research is more appropriate type of research for the projects that are not certain about what really is being looked for; and so the researcher has to decide what is important and what is not. It is not clear what the outcome would be before the research but it becomes clearer later. For example a housing association might want to ask their tenants to take part in a survey of how to improve their services and future developments. They may set up interviews or group discussions. At the beginning of this survey, there is no indication where the survey would lead to, tenants may come up and suggest some new ideas, improvements. In a quantitative research you would be expected to choose or thick a questionnaire which includes predefined ideas or suggestions so it is more objective.

Qualitative data is gathered from pictures, stories, experiences or descriptions of feelings and emotions. It aims for deep insightful opinions from the interview and the focus group participants, so fewer people would take part. Researchers may influence the data with their own bias. Qualitative research:

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seeks answers to a question collects evidence methodically uses a pre-set of procedures to answer questions produces findings that were not determined in advance

Qualitative research shares these characteristics. It also attempts to understand a given research topic within a community. It is good for collecting information about the values, opinions, behaviour, and social characteristics of particular populations. Qualitative research does not aim to impose generalised rules from what people say and do.

Qualitative research has two primary advantages: The interviewer interacts with the respondents and asks questions. This allows for in-depth investigation of the subject in concern and great detailed in response. It also allows for interaction between participants. This often generates discussion and reveals unanticipated information. One of the main disadvantages of qualitative research methods is that they can form a list full of possibilities but cannot produce a conclusion as the best of the possibilities. Qualitative research is appropriate for two uses: To generate ideas and concepts (i.e. for a sustainable building a list of possibilities may include, energy efficient sensor operated lighting, heating systems, different type of building materials may be introduced) To uncover consumer language in order to subsequently ask consumers the right questions in a way they most accurately understand.

5.2. Quantitative Research

Quantitative research aims at researching, testing hypothesis with numerical values rather than explaining complicated phenomena through verbal descriptions. It produces statistical data from methods like controlled interviews or questionnaires of large-scale surveys. The numbers of participants in a quantitative research is a lot more and the contact with them is quicker than it is in qualitative research. Quantitative research does
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not allow respondents to lead the research to a new unanticipated direction, unlike qualitative research. The researcher decides on the important questions and boundaries. For example a construction company may want to know the market for an under floor heating system before they invest technology in their projects. If the survey result indicates that people like the idea of having under floor heating installation and there is a demand, the company may invest serious money for their projects. Survey must be carefully designed though because having people liking an idea does not always mean that people would need or want to buy that sort of service. Quantitative research requires collecting data that is objective, such as statistical data, so that it can be examined in an unbiased manner. Quantitative research generally forms at a later stage in a research project, once the scope of the project is well understood. The main idea behind quantitative research is to be able to organise data easily so that data can be stored or retrieved in a mathematical way and can be presented statistically; and also to eliminate factors that may affect the research. Bias can be minimal for science subjects whereas for sociological issues, bias is more often introduced by researchers and respondents. Quantitative research is ideal for testing hypotheses, and for science. It uses statistical methods which start with the collection of data, based on the hypothesis or theory. Usually a big sample of data is collected before the analysis can take a place. Quantitative research has advantages: The results are statistically more reliable bigger the sample. That is, quantitative research can show if something is better than the alternatives by comparing the mathematical values. The results are projectable to the wider population. That is, the proportion of respondents answering a certain way is similar to the proportion of the total population that would have answered that way if they all had been asked. The main disadvantage of quantitative research is that issues are only measured if they are known prior to the beginning of the survey.

So, quantitative research is appropriate when: The subject issues and data are known
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The terminology used by the participants to describe issues is determined.

Generally, quantitative research is not appropriate as an initial learning phase, or as a method to develop creative ideas. Quantitative research is essentially evaluative, not generative.

5.3. Qualitative versus Quantitative

Over the years there have been a many of discussions and arguments about research methodology and the theory of how inquiry should proceed. Debate focused on the issue of qualitative versus quantitative research. Different methodologies become popular at different social, political, historical and cultural stage development. All methodologies have their specific strengths and weaknesses. Qualitative and quantitative researches are just two different ways of collecting data and neither is better than the other. Where a quantitative researcher might seek to know what percentage of people do one thing or another; the qualitative researcher pays much greater attention to individual cases and the human understandings that feature in those cases.

6. BIAS
Bias is a type of systematic error that can influence research outcomes. Even so, some research subjects are less prone to bias involvement, but bias presence is universal. It is difficult or even impossible to completely eliminate bias. Sometimes new bias may be introduced in the process of attempting to eliminate the bias. Misleading (biased) statistics can be created by: Using a biased sample population for your survey Using biased questions in your survey Asking the wrong question Using misleading graphs Implying cause and effect when you only have correlation Making your results more precise

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There are many different types of biases. The most common categories of bias that can affect the accuracy of research results include the following:

6.1. Research Bias

Research bias, also called experimenter bias, is when during a research exercise results are influenced by the human factor, in order to produce a certain outcome. Some bias in research arises from experimental error and failures to take into account all of the possible variables. For example in order to identify the causes of the housing market fluctuations, many factors must be taken into account, exclusion of any variables would give an incorrect result. Other research bias arises when researchers select interviewees that are more likely to generate the desired results. Research bias is the one factor that makes interpretation of qualitative research much more dependent upon experience and judgment than quantitative research

Quantitative research bias: Denies of any research bias Qualitative research bias: Accepts and acknowledge of research bias.

It is easier to become attached to a certain viewpoint when researching a subject and so risk an inaccurate outcome. But it is important to remember that research bias as in any other discipline, is unavoidable. Any experimental design process involves understanding the inherent bias and minimizing the effects of it. In quantitative research, the researcher tries to eliminate bias completely whereas, in qualitative research, it is all about understanding that it will happen.

6.2. Design Bias

Design bias occurs when the researcher fails to take into account the inherent biases liable in most types of experiment. Some research bias is inevitable, and the researcher must show that they understand this, and have tried their best to lessen the impact, or take it into account in the statistics and analysis. Another type of design bias occurs after the research is finished and the results analyzed. This is when the original misgivings of the researchers are not included in the publicity which is all too common in these days of publishing unchallenged press releases and politically motivated research.
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6.3. Selection/ Sampling Bias

Sampling bias occurs when the process of sampling actually introduces an inherent bias into the study. Selection bias can occur if some potentially eligible individuals are selectively excluded from the study, because the investigator knows the group to which they would be allocated if they participated. There are two types of sampling bias, based around those samples that you omit, and those that you include: 6.3.1. Omission Bias This research bias occurs when certain groups are omitted from the sample. Omission bias is often unavoidable, so the researchers have to incorporate and account for this research bias in the experimental design. This can be done by the demographic distribution of the quota sampled. 6.3.2. Inclusive Bias Inclusive bias occurs when interviewees are selected for convenience where for example, volunteers are the only group available, and they tend to fit a narrow demographic range. There is no problem with it, as long as the researchers are aware that they cannot extrapolate the results to fit the entire population.

6.4. Procedural Bias

Procedural bias is where an unfair amount of pressure is applied to the subjects, forcing them to complete their responses quickly. For example, architects asked to complete a survey in a very short time regarding a major regeneration in an area would rush to complete questionnaire rather than looking for any design issues.

6.5. Measurement Bias

Measurement bias arises from an error in the data collection and the process of measuring. In a quantitative experiment, a faulty scale would cause an instrument bias and invalidate the entire experiment. In qualitative research, the scope for bias is wider and much more subtle, and the researcher must be constantly aware of the problems. Subjects are often extremely reluctant to give socially unacceptable answers, for fear of being judged. For example, if the interviewer is a foreigner, someone live in a neighbourhood where there are a lot of foreigners may not be honest about his feelings of being surrounded by foreigners.
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This can distort the results, and is a reason for researchers often uses a combination of interviews, with an anonymous questionnaire, in order to minimize measurement bias.

Particularly in participant studies, performing the research will actually have an effect upon the behaviour of the sample groups. This is unavoidable, and the researcher must attempt to assess the potential effect.

Instrument bias is one of the most common sources of measurement bias in quantitative experiments. This is the reason why instruments should be properly calibrated, and multiple samples taken to eliminate any obviously irregular results.

6.6. Interviewer Bias

This is one of the most difficult research biases to avoid in many quantitative experiments, which rely upon interviews. Here the interviewer may subconsciously give subtle clues with body language, or tone of voice, that subtly influence the subject into giving answers skewed towards the interviewers own opinions, prejudices and values. Any experimental design must factor this into account, or use some form of anonymous process to eliminate the worst effects.

6.7. Response Bias

On the other hand, response bias happens where the subject consciously, or subconsciously, gives response that they think that the interviewer wants to hear. The subject may also believe that they understand the experiment and are aware of the expected findings, so adapt their responses to suit. Again, this type of bias must be factored into the experiment, or the amount of information given to the subject must be limited, to prevent them from understanding the full extent of the research.

6.8. Reporting Bias

Reporting Bias is where an error is made in the way that the results are published. With the growth of the internet, this type of research bias is becoming a greater source of concern. The main source of this type of bias arises because positive research tends to be reported much more often than research where the null hypothesis is upheld. Increasingly, research companies hide some research, trying to publicize favourable findings.
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7. ARTICLES
7.1.
The mini budget kit has been put together the intention of supplying enough power one or two energy-saving light bulbs and perhaps a small radio too. This has been designed with the 'hard to please' customers in mind. Using all the best quality components available we have put together an ideal wind turbine system. 2,000.00 inc VAT 1,799.00 inc VAT. for for

This wind turbine is an outcome of some sensible approaches to contribute to a sustainable planet. Having use of natural, free energy systems can save a lot of money and even the planet Earth! You can have this in your garden or on your caravan for your holidays and you do not need to worry about the cost of two energy efficient bulbs in your house anymore. This wind turbine kit may save enough power for one or two energy saving light bulbs or even a small radio! But the cost of purchasing one is a lot dearer than the savings it can make. The energy efficiency (bulbs), (even for) hard to please (people) the best quality components are deliberate attachments to attempt using emotive words for convincing. Its contribution to sustainability in order to save the planet may not also be that much effective as its functioning life may not be that long and end up as extra waste in the garden.

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7.2.
Under floor heating benefits? With under floor heating, you can use every square metre of your home the way you want to use it. A plumber can easily remove your radiators. Look through any magazine and you will notice that pictures of quality bathrooms, kitchens and lounges never show radiators. We believe that radiators are inefficient, expensive to maintain and take up valuable wall space; interior designers know this and avoid them whenever possible. Radiators result in a stuffy, uncomfortable atmosphere and promote heat loss through windows, walls, ceilings and roofs. The result is wasted energy, and wasted money.

This is a clear example of bias. Respondents (readers) let to believe that removing radiators is an easy job so that they can start thinking of installing under floor heating (UFH) but there is no mention of the cost. Even though, look through magazines (possibly suggest where all people get their ideas), quality bathrooms, kitchens, lounges do not show radiators does not mean that there are no radiators but it intends to give that false impression. The difference between under floor heating and normal wall mounted radiator heating is that under floor works from circulating heat from the floor upwards, whereas the radiators work from radiating heat from the unit outwards. Both are just as affective. The picture with central heating shows the heat escaping through the roof, windows etc whereas no heat loss shown on the picture of the UFH home.

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There is also hidden information about the floor heating: In some cases the heating system may need to install a higher rated pump. not all piping can be installed on all floor types, such as wooden flooring. There are specific designs and devices, which depending upon the flooring can make a difference of the installation process - this can incur extra cost for added accessories. Some heating systems have a relatively slow response time, depending upon the type of flooring. Wooden flooring can take between 30 minutes to an hour, whereas concrete flooring can take up to several hours to heat.

7.3. Welcome to Hafod Housing Association!

Figure1 Tenant satisfaction survey

Figure2

Back in November 2009 Hafod sent out a STATUS questionnaire to a third of our tenants to find out how satisfied you are with your home and the services you get from us. We had a good response from you and can now report back on the findings. 89% of tenants are satisfied with the service delivered by Hafod. This has gone up from 85% in 2006 when this survey was last carried out. 86% of tenants are satisfied with the repairs and maintenance service we deliver, up from 80% in 2006. We will now aim to reduce the 9.9% who are dissatisfied

This survey is ambiguous and includes distorted chats that can mislead. Apart from the repairs and maintenance service as shown on the figure2, what sort of tenant services Hafod Housing Association provides is unclear, especially asking a question like ... taking
into account everything... would only lead to different understandings and hence survey
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results may not be so accurate. Therefore as mentioned previously the terminology used to describe issues must be determined for an accurate outcome.

7.4.
Right now you're probably paying far too much on energy bills the good news however, is you no longer have to...
The government's Feed-in Tariff recently announced a payment of 41.3 p/kWh for electricity your household generates using a Solar Power system - for the next 25 years! In addition, you could typically earn 1,000 each year from a Solar Plus system

There has never been a better time to take advantage of limitless solar energy that's available - all year round. It doesn't just mean we're doing what's right for the planet, but it now offers a significant return on investment. For example a 2.5kW PV Solar Power System on your roof could provide: Earn 900 each year - TAX FREE - on energy you generate PLUS - reduce your own energy costs by 140 per year. (Appendix)

This is excellent news as far as the savings and returns are concerned. Initially people are influenced to think that they might be paying too much money on their energy bills. This is then followed by the good news (!) that people need not pay too much money for their energy bills in fact; the government would pay them back for generating electricity over the next 25 years. But it is not clear whether the amount would go up over the years and what happens after that time. It sounds like a job offer where you do not need to do anything to earn the money. It includes convincing images (sterling on the photovoltaic cells), words i.e. limitless solar energy all year around which sounds good but it is really not true as it can only store energy during day time and in winter there is hardly enough sunshine that would generate the electricity. Taking into account things like the cost of purchasing it, its maintenance and even a possible increased home insurance premium (it may go up as a result of bad weather,
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storm etc. causing damage, and possible hazards), it may even affect the roof structure if it is not installed properly, and then there remain questions to answer!

8. METHODOLOGY
I investigated the terminology and definition of the research on the classification of the data: qualitative and quantitative research. I then in conjunction with the collection of data diverted the arguments to the possible errors (bias) that occurred during this process. I finally supported the report content with some examples related to the construction industry.

9. RESULTS
The report clarifies the process of collecting research data and its representation. Qualitative and quantitative researches differ on the way they collect and use research data. It is accepted that there are bias occurrences in almost all science modules and therefore possible areas of the research bias are covered in the report. Some articles related to construction industry are produced as backup examples of the bias occurrences in the industry.

10. CONCLUSION
This report has focused on the research process and the types of research methodologies on the grounds of collecting data. It is made clear that there are possible misleading (bias) occurrences in every subject areas, regardless of whether it is a science or a social subject. Construction industry is also subject to bias. These articles made it clear that there are misleading advertisements out there and can easily mislead you towards their way.

11. RECOMMENDATIONS
In order to avoid bias: Look at the survey methodology. How was the survey sample determined? Is the sample large enough to be meaningful? Is the sample biased? Check out the questions in the survey to see if the questions themselves are biased. Think whether the right questions are asked, if the analysis is leaving out anything, if there is anything being deliberately omitted?
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Where graphs are used, look carefully at the axes to see if the graph has been manipulated. Look carefully at causes of something and its effects? Dont be deceived by precision in numbers, more precision doesnt imply more accuracy.

In general, examine the source of the statistics and think about what that source wants you to believe. Look carefully at the case the source has made.

12. REFERENCES
1. Stevenson, A (2006) The Concise Oxford English Dictionary, Oxford University Press, Oxford 2. Cambridge Dictionaries Online, [Accessed on 19th November] http://media.sangsangai.net/bodhi/article6.pdf/ [Accessed on 19th November2010] http://www.socresonline.org.uk/2/1/2.html/ [Accessed on 20th November 2010] http://library.thinkquest.org/07aug/00720/solglobalwarming(localsurvey).html/ [Accessed on 21st November 2010] Allen, R.E. (1990) The Concise Oxford Dictionary, Clarendon Press, Oxford Rosnow, R. and Rosenthal, R. (1997) People Studying People: Artefacts and Ethics in

Behavioural Research, W. H. Freeman, New York.

http://www.content4reprint.com/home/the-advantages-and-disadvantages-of-underfloorheating.htm/ [Accessed on 21st November 2010] http://www.hafod.org.uk/tenants-area/tenant-satisfaction-survey.htm/ [Accessed on 22nd November 2010] http://www.umdnj.edu/idsweb/shared/biases.htm [Accessed on 22nd November 2010] http://www.heatmyhome.co.uk/pv-solar-panels.htm [ Accessed on 23rd November 2010] http://www.solarchoice.uk.com/solar-pv-sub.php?id=1[Accessed on 24th November 2010] http://www.isearchsolarpanels.co.uk/index.php?tpl=particulier&error=duplicate [Accessed on 24th November 2010] http://www.thermal-innovations.co.uk/building.html [ Accessed on 24th November 2010] http://www.content4reprint.com/home/the-advantages-and-disadvantages-of-underfloorheating.htm [ Accessed on 24th November 2010] Shuttleworth, M. (2009). Research Bias. Accessed on 24th November 2010 from Experiment Resources

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http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/ Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/ [Accessed on 25th November 2010]

APENDIX

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