Business Research for Decision making

“The halo effect is the systematic bias that the rater introduces by carrying over a generalized impression of the subject form one rating to another” (Cooper and Schinder, 2003, p. 257). Why is it important for a research to be aware of the halo effect? What steps can a researcher to take to minimize this?

Cooper and Schindler (2003). Business research methods. 

 
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