 Let us see about two cognitive biases in research that is anchoring bias and framing effect. Anchoring bias is people's tendency to fix on the first piece of information they receive, especially when it concerns numbers. Most commonly in investments are purchases. To avoid this anchoring bias, we need to critically appraise the actual value of the product and we need to compare it with the actual market price before making into any conclusions. On the other hand, framing effect is due to our tendency to decide based on how the information is presented to us. For example, in this case, the label of yogurt contains that there is a presence of 20% fat. The chance of we choosing that yogurt label will be less when compared to the label where it is written 80% fat free. So, we tend to choose where the labels give positive and happy effects. We need to avoid this anchoring bias and framing effect not only in the research and also in real-life situations.