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Cultural Bias- Edexcel Issues and Debates

Hello! I am having some trouble answering this question:
Explain the potential effect of cultural bias in interpretation of cross-cultural studies.(6m)

I was only able to explain that it may result in wrong information that may mislead people causing misunderstandings to form between people. Other than that, I wasn't sure what else I could add.

Also, is there a difference between cultural bias and ethnocentrism or is ethnocentrism a type of cultural bias? If so, how do I explain cultural bias?

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