Even outside the world of artificial intelligence and advanced predictive technology, simpler analyses can equally cause problems if not thought through properly. For example, in textual analyses, a word frequency analysis across a group of publications may need issues of representation taking into account. Imagine a situation where in a group of written news outlets, an academic wanted to see how prevalent a particular topic was. If some of the news outlets cater to a particular ethnic group or region they might use a particular dialect or phrasings not used in a more standard version of the language. If not accounted for, this could lead to an analyst failing to pick up their coverage of the topic or even wrongly concluding that outlets in that region were disinterested in it. Taking into account the diversity of people and situations from which your data are gathered is vital to analysing it not only properly, but also ethically.
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