Research Live: Understanding Cultural Bias in Global B2B Research

It’s important for b2b marketers and researchers to understand the variety of ways in which respondents of different countries respond to survey questions. As businesses become more and more global, it is crucial that researchers are aware of the cultural biases at play, in order to provide reliable, impactful studies in b2b markets. In this article for Research Live, Conor Wilcock explores this subject in greater detail and provides 3 key ways to limit cultural bias in global research.

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