PARTICIPANT EXPECTATION: what the sample group could assume from the research. 1. assumptions about researcher's aims X can lead to demand characteristics or the screw-you effect (participant knows aims of study so consciously tries to ruin it)
2. assumptions about their input will/will not be confidential X could lead to untruthful answers X can lead to Hawthorne effect - where the participant changes behaviour due to awareness of being observed
3. may expect to benefit from the research
Researcher Bias
RESEARCHER BIAS: the researcher's opinions and wants effect the results of the study
1. can make a biased sample X researcher might make sample unrepresentative to support their own aims/findings
2. bias when conducting research X could use leading questions in interviews to gain answers that support aims X could become too involved with the experiment and its outcomes
3. bias when analysing data X inductive content analysis can lead to unreliable predictions of results X can make predictions that suit hypotheses of research