Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 28: Avoiding bias: ensuring validity and admissibility of survey evidence in litigations
Despite the wide scope for survey evidence used in litigation, the relevance and usefulness of expert-submitted surveys in any legal context is dependent on how they are designed and implemented. The avoidance of bias in survey evidence is central to a survey’s admissibility and the probative weight accorded to the survey expert’s testimony. This chapter discusses possible sources of bias and describes methods and techniques that a survey expert can use to minimize this bias.
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