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Double-Blind Market Research

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Double-Blind Market Research

When conducting a research study, there are independent, control and dependent variables (things that can affect the study that change, stay the same and are measured). In a double-blind research study, neither the researcher or the participants know which variable is being altered to avoid bias. For example, the participants are testing out two, similar video games by different companies; however, neither the researcher or the participants know the title of the game, or the company that made it. This will avoid any previous opinions about the company or game title influencing the study.
 
A double-blind research study does vary slightly from a single-blind research study where only the participants do not know which variable is being studied or changed. An advantage of a double-blind research study is the ability to eliminate a possible bias from both the participant and the researcher. However, not allowing the participants or the researcher to know key details, means the study will not reflect a real-life scenario. Furthermore, it is not always a possibility that a double-blind study can be completed all the time because there must be a reliable way to randomly select participants into different groups.
 
Double-blind testing is often used in the medical industry to analyse how a drug works. One group of patients will be given a placebo while the other group will be given the drug in question. All participants will be informed that half will get the drug and half will get the placebo, abiding by the informed consent rules.

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