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7/29/2019 Soylemez.S. PS1 Ass2 Bias Research Report
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Research Bias and Building Industry Page 1
S u b m i t t e d b y
S e d a t S o y l e m e z S u b m i t t e d t o
M r . D a v i d B r o o k s
M o d u l eP S 1 _ A s s 2 _ R e s e a r c hB i a s R e p o r t
2 n d D e c e m b e r 2 0 1 0
Biased research results occur when allowances
are not made or not limited for the researchers
and respondents contribution in the results. This
can lead to all sorts of misleading information.
This report investigates the potential for bias to
arise from researchers and respondents
interactions. Report does not intent to go into
deep terminology or scientific theories but it will
point out the bias occurrences in order to provide
background information before examining the
articles related to the construction industry...
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1.ACKNOWLEDGMENTThis report would not have been possible without the ongoing guidance and support
provided by the Faculty of Design and Construction lecturer, Mr. David Brooks. I would like
to thank him for his priceless contributions. I would like to thank to, Mid-Kent College
Principal, Sue Mcleod, for providing the previous statistics and survey results which have
been very helpful during the research stage.
Finally, I would like to thank to everyone contributed to the report by completing
questionnaires and attending interviews.
2. CONTENTSTitle Page
1.Acknowledgement2.Contents3.Abstract4.ntroduction5.Research
5.1. Qualitative research5.2. Quantitative Research5.3. Quantitative versus Qualitative
6.Bias6.1. Research Bias6.2. Design Bias6.3. Selection/ Sampling Bias
6.3.1. Omission Bias6.3.2. Inclusive Bias
6.4. Procedural Bias
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6.5. Measurement Bias6.6. Interviewer Bias6.7. Response Bias6.8. Reporting Bias7.Articles7.1. Wind Turbine7.2. Underfloor Heating7.3. Social Housing Survey7.4. Photovoltaic
8.Methodology9.Results10. Conclusion11. Recommendations12. References13. Appendix
3. ABSTRACTThis report aims at providing information on research bias which is a consequence of the
way data collected and sometimes misinterpreted in order to gain advantage over
something. Biased research results occur when allowances are not made or not limited for
the subjectivity of researchers and respondents. A piece of research conducted by a leading
company in housing market may have a strong impact in the industry. It can lead to all
sorts of speculative and misleading statistics, if the research is flawed by bias. Chances of
bias can come from researchers and respondents interactions. The aim here is to show how
bias occurs based on the some of the articles published in construction industry
periodicals. Researchers are invited to acknowledge the potential for bias to arise.
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4. INTRODUCTIONWhat was causing fluctuations in the housing market during 2009? How many people lost
their jobs and also lost their homes? What kind of property would people in Kent like to
live in? What is the percentage of the detached houses in the housing market in Kent?
There may be various reasons to want answers for these questions. In order to come up
with answers which are facts not influenced by any biased elements, an independent
research method is needed. This requires collection of specific data, done methodically.
This is where research intervenes. Research is a process of collecting information from
various resources by using most appropriate methods and interpreting data in a scientific
way to produce unbiased answers to questions.
All scientific inquiry is subject to biases which are systematic distortions of research
results due to factors not allowed for in their derivation (Allen, 1990; Rosnow and
Rosenthal, 1997).
5. RESEARCHResearch is seeking and searching for knowledge; that is careful, systematic process of
collecting, analysing, interpreting data in order to increase or understand of phenomena or
a problem about which we are interested or concerned.
The systematic investigation into and study of materials, sources, etc, in order toestablish facts and reach new conclusions. b. an endeavour to discover new or
collate old facts etc by the scientific study of a subject or by a course of critical
investigation. (Oxford Concise Dictionary)1
. Research: NOUN: 1. a detailed study of a subject, especially in order to discover
(new) information or reach a (new) understanding (Cambridge Dictionaries Online,
Cambridge University Press 2003)2.
Research is required to explain phenomena, form a policy and evaluate a policy.
The research process generally follows scientific method which requires:
Identifying a problem
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Setting research questions Gathering data related to the problem Analyse and interpreting data to support or refute hypothesis or resolve questions.
Research classification according to the information or data each uses:
Qualitative research Quantitative research
Qualitative and quantitative researches are the two main ways of research depending on
the data each uses. They are often used together but the benefits and disadvantages of
them have been open to criticism. On the other hand, it is generally agreed that there aresome stages in research where one or the other is clearly more suitable to a research
project.
5.1. Qualitative ResearchQualitative research aims at explaining complex phenomena through words rather than
testing hypothesis with numbers. It tends to be more subjective than quantitative research.
Qualitative research is more appropriate type of research for the projects that are notcertain about what really is being looked for; and so the researcher has to decide what is
important and what is not. It is not clear what the outcome would be before the research
but it becomes clearer later. For example a housing association might want to ask their
tenants to take part in a survey of how to improve their services and future developments.
They may set up interviews or group discussions. At the beginning of this survey, there is
no indication where the survey would lead to, tenants may come up and suggest some new
ideas, improvements. In a quantitative research you would be expected to choose or thick aquestionnaire which includes predefined ideas or suggestions so it is more objective.
Qualitative data is gathered from pictures, stories, experiences or descriptions of feelings
and emotions. It aims for deep insightful opinions from the interview and the focus group
participants, so fewer people would take part. Researchers may influence the data with
their own bias.
Qualitative research:
http://www.wisegeek.com/what-is-qualitative-research.htmhttp://www.wisegeek.com/what-is-qualitative-research.htm7/29/2019 Soylemez.S. PS1 Ass2 Bias Research Report
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seeks answers to a question collects evidence methodically uses a pre-set of procedures to answer questions produces findings that were not determined in advance
Qualitative research shares these characteristics. It also attempts to understand a given
research topic within a community. It is good for collecting information about the values,
opinions, behaviour, and social characteristics of particular populations. Qualitative
research does not aim to impose generalised rules from what people say and do.
Qualitative research has two primary advantages: The interviewer interacts with the respondents and asks questions. This allows for
in-depth investigation of the subject in concern and great detailed in response.
It also allows for interaction between participants. This often generates discussionand reveals unanticipated information.
One of the main disadvantages of qualitative research methods is that they can form a list
full of possibilities but cannot produce a conclusion as the best of the possibilities.
Qualitative research is appropriate for two uses:
To generate ideas and concepts (i.e. for a sustainable building a list of possibilitiesmay include, energy efficient sensor operated lighting, heating systems, different
type of building materials may be introduced)
To uncover consumer language in order to subsequently ask consumers the rightquestions in a way they most accurately understand.
5.2. Quantitative ResearchQuantitative research aims at researching, testing hypothesis with numerical values rather
than explaining complicated phenomena through verbal descriptions. It produces
statistical data from methods like controlled interviews or questionnaires of large-scale
surveys. The numbers of participants in a quantitative research is a lot more and thecontact with them is quicker than it is in qualitative research. Quantitative research does
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not allow respondents to lead the research to a new unanticipated direction, unlike
qualitative research. The researcher decides on the important questions and boundaries.
For example a construction company may want to know the market for an under floor
heating system before they invest technology in their projects. If the survey result indicatesthat people like the idea of having under floor heating installation and there is a demand,
the company may invest serious money for their projects. Survey must be carefully
designed though because having people liking an idea does not always mean that people
would need or want to buy that sort of service.
Quantitative research requires collecting data that is objective, such as statistical data, so
that it can be examined in an unbiased manner. Quantitative research generally forms at a
later stage in a research project, once the scope of the project is well understood.
The main idea behind quantitative research is to be able to organise data easily so that data
can be stored or retrieved in a mathematical way and can be presented statistically; and
also to eliminate factors that may affect the research. Bias can be minimal for science
subjects whereas for sociological issues, bias is more often introduced by researchers and
respondents. Quantitative research is ideal for testing hypotheses, and for science. It uses
statistical methods which start with the collection of data, based on the hypothesis or
theory. Usually a big sample of data is collected before the analysis can take a place.
Quantitative research has advantages:
The results are statistically more reliable bigger the sample. That is, quantitativeresearch can show if something is better than the alternatives by comparing the
mathematical values.
The results are projectable to the wider population. That is, the proportion ofrespondents answering a certain way is similar to the proportion of the total
population that would have answered that way if they all had been asked.
The main disadvantage of quantitative research is that issues are only measured if they are
known prior to the beginning of the survey.
So, quantitative research is appropriate when:
The subject issues and data are known
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The terminology used by the participants to describe issues is determined.Generally, quantitative research is not appropriate as an initial learning phase, or as a
method to develop creative ideas. Quantitative research is essentially evaluative, not
generative.
5.3. Qualitative versus QuantitativeOver the years there have been a many of discussions and arguments about research
methodology and the theory of how inquiry should proceed. Debate focused on the issue of
qualitative versus quantitative research. Different methodologies become popular at
different social, political, historical and cultural stage development. All methodologies have
their specific strengths and weaknesses.
Qualitative and quantitative researches are just two different ways of collecting data and
neither is better than the other. Where a quantitative researcher might seek to know what
percentage of people do one thing or another; the qualitative researcher pays much greater
attention to individual cases and the human understandings that feature in those cases.
6. BIASBias is a type of systematic error that can influence research outcomes. Even so, some
research subjects are less prone to bias involvement, but bias presence is universal. It is
difficult or even impossible to completely eliminate bias. Sometimes new bias may be
introduced in the process of attempting to eliminate the bias.
Misleading (biased) statistics can be created by:
Using a biased sample population for your survey Using biased questions in your survey Asking the wrong question Using misleading graphs Implying cause and effect when you only have correlation Making your results more precise
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There are many different types of biases. The most common categories of bias that can
affect the accuracy of research results include the following:
6.1. Research BiasResearch bias, also called experimenter bias, is when during a research exercise results are
influenced by the human factor, in order to produce a certain outcome. Some bias in
research arises from experimental error and failures to take into account all of the possible
variables. For example in order to identify the causes of the housing market fluctuations,
many factors must be taken into account, exclusion of any variables would give an incorrect
result. Other research bias arises when researchers select interviewees that are more likely
to generate the desired results. Research bias is the one factor that makes interpretation of
qualitative research much more dependent upon experience and judgment than
quantitative research
Quantitative research bias: Denies of any research bias Qualitative research bias: Accepts and acknowledge of research bias.
It is easier to become attached to a certain viewpoint when researching a subject and so
risk an inaccurate outcome. But it is important to remember that research bias as in any
other discipline, is unavoidable. Any experimental design process involves understanding
the inherent bias and minimizing the effects of it. In quantitative research, the researcher
tries to eliminate bias completely whereas, in qualitative research, it is all about
understanding that it will happen.
6.2. Design BiasDesign bias occurs when the researcher fails to take into account the inherent biases liable
in most types of experiment. Some research bias is inevitable, and the researcher must
show that they understand this, and have tried their best to lessen the impact, or take it
into account in the statistics and analysis. Another type of design bias occurs after the
research is finished and the results analyzed. This is when the original misgivings of the
researchers are not included in the publicity which is all too common in these days of
publishing unchallenged press releases and politically motivated research.
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6.3. Selection/ Sampling BiasSampling bias occurs when the process of sampling actually introduces an inherent bias
into the study.Selection bias can occur if some potentially eligible individuals areselectively excluded from the study, because the investigator knows the group to which
they would be allocated if they participated. There are two types of sampling bias, based
around those samples that you omit, and those that you include:
6.3.1. Omission BiasThis research bias occurs when certain groups are omitted from the sample. Omission bias
is often unavoidable, so the researchers have to incorporate and account for this research
bias in the experimental design. This can be done by the demographic distribution of the
quota sampled.
6.3.2. Inclusive BiasInclusive bias occurs when interviewees are selected for convenience where for example,
volunteers are the only group available, and they tend to fit a narrow demographic range.
There is no problem with it, as long as the researchers are aware that they cannot
extrapolate the results to fit the entire population.
6.4. Procedural BiasProcedural bias is where an unfair amount of pressure is applied to the subjects, forcing
them to complete their responses quickly. For example, architects asked to complete a
survey in a very short time regarding a major regeneration in an area would rush to
complete questionnaire rather than looking for any design issues.
6.5. Measurement BiasMeasurement bias arises from an error in the data collection and the process of measuring.
In a quantitative experiment, a faulty scale would cause an instrument bias and invalidate
the entire experiment. In qualitative research, the scope for bias is wider and much more
subtle, and the researcher must be constantly aware of the problems.
Subjects are often extremely reluctant to give socially unacceptable answers, forfear of being judged. For example, if the interviewer is a foreigner, someone live in a
neighbourhood where there are a lot of foreigners may not be honest about his
feelings of being surrounded by foreigners.
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This can distort the results, and is a reason for researchers often uses a combinationof interviews, with an anonymous questionnaire, in order to minimize measurement
bias.
Particularly in participant studies, performing the research will actually have aneffect upon the behaviour of the sample groups. This is unavoidable, and the
researcher must attempt to assess the potential effect.
Instrument bias is one of the most common sources of measurement bias inquantitative experiments. This is the reason why instruments should be properly
calibrated, and multiple samples taken to eliminate any obviously irregular results.
6.6. Interviewer BiasThis is one of the most difficult research biases to avoid in many quantitative experiments,
which rely upon interviews. Here the interviewer may subconsciously give subtle clues
with body language, or tone of voice, that subtly influence the subject into giving answers
skewed towards the interviewers own opinions, prejudices and values.
Any experimental design must factor this into account, or use some form of anonymous
process to eliminate the worst effects.
6.7. Response BiasOn the other hand, response bias happens where the subject consciously, or
subconsciously, gives response that they think that the interviewer wants to hear.
The subject may also believe that they understand the experiment and are aware of the
expected findings, so adapt their responses to suit. Again, this type of bias must be factored
into the experiment, or the amount of information given to the subject must be limited, to
prevent them from understanding the full extent of the research.
6.8. Reporting BiasReporting Bias is where an error is made in the way that the results are published. With the
growth of the internet, this type of research bias is becoming a greater source of concern.
The main source of this type of bias arises because positive research tends to be reported
much more often than research where the null hypothesis is upheld. Increasingly, research
companies hide some research, trying to publicize favourable findings.
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7. ARTICLES7.1.
The mini budget kit has been put together for
the intention of supplying enough power for
one or two energy-saving light bulbs and
perhaps a small radio too.This has been designed with the 'hard to
please' customers in mind. Using all the
best quality components available we
have put together an ideal wind turbine
system.
2,000.00 inc VAT
1,799.00 inc VAT.
This wind turbine is an outcome of some sensible approaches to contribute to a
sustainable planet. Having use of natural, free energy systems can save a lot of money andeven the planet Earth! You can have this in your garden or on your caravan for your
holidays and you do not need to worry about the cost of two energy efficient bulbs in your
house anymore.
This wind turbine kit may save enough power for one or two energy saving light bulbs or
even a small radio! But the cost of purchasing one is a lot dearer than the savings it can
make. The energy efficiency (bulbs), (even for) hard to please (people) the best quality
components are deliberate attachments to attempt using emotive words for convincing. Itscontribution to sustainability in order to save the planet may not also be that much
effective as its functioning life may not be that long and end up as extra waste in the
garden.
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7.2.Under floor heating benefits?
With under floor heating, you can use every square
metre of your home the way you want to use it. A
plumber can easily remove your radiators.
Look through any magazine and you will notice that
pictures of quality bathrooms, kitchens and loungesnever show radiators.
We believe that radiators are inefficient, expensive to
maintain and take up valuable wall space; interior
designers know this and avoid them whenever
possible.
Radiators result in a stuffy, uncomfortable atmosphere and promote heat loss through windows,
walls, ceilings and roofs. The result is wasted energy, and wasted money.
This is a clear example of bias. Respondents (readers) let to believe that removing
radiators is an easy job so that they can start thinking of installing under floor heating
(UFH) but there is no mention of the cost. Even though, look through magazines (possibly
suggest where all people get their ideas), quality bathrooms, kitchens, lounges do not show
radiators does not mean that there are no radiators but it intends to give that false
impression.
The difference between under floor heating and normal wall mounted radiator heating is
that under floor works from circulating heat from the floor upwards, whereas the
radiators work from radiating heat from the unit outwards. Both are just as affective. The
picture with central heating shows the heat escaping through the roof, windows etc
whereas no heat loss shown on the picture of the UFH home.
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There is also hidden information about the floor heating:
In some cases the heating system may need to install a higher rated pump. not all piping can be installed on all floor types, such as wooden flooring. There are
specific designs and devices, which depending upon the flooring can make a
difference of the installation process - this can incur extra cost for added
accessories.
Some heating systems have a relatively slow response time, depending upon thetype of flooring. Wooden flooring can take between 30 minutes to an hour, whereas
concrete flooring can take up to several hours to heat.
7.3. Welcome to Hafod Housing Association!
Figure1 Figure2
Tenant satisfaction surveyBack in November 2009 Hafod sent out a STATUS questionnaire to a third of our tenants to find out
how satisfied you are with your home and the services you get from us. We had a good response
from you and can now report back on the findings. 89% of tenants are satisfied with the service
delivered by Hafod. This has gone up from 85% in 2006 when this survey was last carried out. 86%
of tenants are satisfied with the repairs and maintenance service we deliver, up from 80% in 2006.
We will now aim to reduce the 9.9% who are dissatisfied
This survey is ambiguous and includes distorted chats that can mislead. Apart from the
repairs and maintenance service as shown on the figure2, what sort of tenant services
Hafod Housing Association provides is unclear, especially asking a question like ...taking
into account everything... would only lead to different understandings and hence survey
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results may not be so accurate. Therefore as mentioned previously the terminology used to
describe issues must be determined for an accurate outcome.
7.4.Right now you're probably paying far too much on energy bills the
good news however, is you no longer have to...
The government's Feed-in Tariff recently announced a payment of41.3 p/kWh for electricity your household generates using a Solar Powersystem - for the next 25 years! In addition, you could typically earn 1,000each year from a Solar Plus systemThere has never been a better time to take advantage of limitless
solar energy that's available - all year round. It doesn't just mean
we're doing what's right for the planet, but it now offers a significant
return on investment. For example a 2.5kW PV Solar Power System
on your roof could provide:
Earn 900 each year - TAX FREE - on energy you generatePLUS - reduce your own energy costs by 140 per year. (Appendix)
This is excellent news as far as the savings and returns are concerned. Initially people are
influenced to think that they might be paying too much money on their energy bills. This is
then followed by the good news (!) that people need not pay too much money for their
energy bills in fact; the government would pay them back for generating electricity over the
next 25 years. But it is not clear whether the amount would go up over the years and what
happens after that time. It sounds like a job offer where you do not need to do anything to
earn the money.
It includes convincing images (sterling on the photovoltaic cells), words i.e. limitless solar
energy all year around which sounds good but it is really not true as it can only store
energy during day time and in winter there is hardly enough sunshine that would generate
the electricity.
Taking into account things like the cost of purchasing it, its maintenance and even a
possible increased home insurance premium (it may go up as a result of bad weather,
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storm etc. causing damage, and possible hazards), it may even affect the roof structure if it
is not installed properly, and then there remain questions to answer!
8. METHODOLOGYI investigated the terminology and definition of the research on the classification of the
data: qualitative and quantitative research. I then in conjunction with the collection of data
diverted the arguments to the possible errors (bias) that occurred during this process. I
finally supported the report content with some examples related to the construction
industry.
9. RESULTSThe report clarifies the process of collecting research data and its representation.
Qualitative and quantitative researches differ on the way they collect and use research
data. It is accepted that there are bias occurrences in almost all science modules and
therefore possible areas of the research bias are covered in the report. Some articles
related to construction industry are produced as backup examples of the bias occurrences
in the industry.
10.CONCLUSIONThis report has focused on the research process and the types of research methodologies
on the grounds of collecting data. It is made clear that there are possible misleading (bias)
occurrences in every subject areas, regardless of whether it is a science or a social subject.
Construction industry is also subject to bias. These articles made it clear that there are
misleading advertisements out there and can easily mislead you towards their way.
11.RECOMMENDATIONSIn order to avoid bias:
Look at the survey methodology. How was the survey sample determined? Is the samplelarge enough to be meaningful? Is the sample biased?
Check out the questions in the survey to see if the questions themselves are biased. Think whether the right questions are asked, if the analysis is leaving out anything, if
there is anything being deliberately omitted?
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Where graphs are used, look carefully at the axes to see if the graph has beenmanipulated.
Look carefully at causes of something and its effects?
Dont be deceived by precision in numbers, more precision doesnt imply moreaccuracy.
In general, examine the source of the statistics and think about what that source wants you to
believe. Look carefully at the case the source has made.
12.REFERENCES1. Stevenson, A (2006) TheConcise Oxford English Dictionary, Oxford University Press, Oxford2. Cambridge Dictionaries Online, [Accessed on 19th November] http://media.sangsangai.net/bodhi/article6.pdf/ [Accessed on 19th November2010] http://www.socresonline.org.uk/2/1/2.html/ [Accessed on 20th November 2010] http://library.thinkquest.org/07aug/00720/solglobalwarming(localsurvey).html/
[Accessed on 21stNovember 2010]
Allen, R.E. (1990) The Concise Oxford Dictionary, Clarendon Press, Oxford Rosnow, R. and Rosenthal, R. (1997) People Studying People: Artefacts and Ethics in
Behavioural Research, W. H. Freeman, New York.
http://www.content4reprint.com/home/the-advantages-and-disadvantages-of-underfloor-heating.htm/ [Accessed on 21st November 2010]
http://www.hafod.org.uk/tenants-area/tenant-satisfaction-survey.htm/ [Accessed on 22ndNovember 2010]
http://www.umdnj.edu/idsweb/shared/biases.htm [Accessed on 22nd November 2010] http://www.heatmyhome.co.uk/pv-solar-panels.htm [ Accessed on 23rd November 2010] http://www.solarchoice.uk.com/solar-pv-sub.php?id=1[Accessed on 24th November 2010] http://www.isearchsolarpanels.co.uk/index.php?tpl=particulier&error=duplicate
[Accessed on 24th November 2010]
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Shuttleworth, M. (2009). Research Bias. Accessed on 24th November 2010 from ExperimentResources
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http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/
[Accessed on 25th November 2010]
APENDIX
http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/http://www.concept.ntnu.no/Publikasjoner/Rapportserie/Rapport%2017%20kapittelvis/Concept%2017-3%20Optimism%20Bias%20and%20Strategic%20Misrepresentation.pdf/