In drug studies, using a double-blind experiment design ensures that

In medical experimentation, patients sometimes improve when they think they are receiving a new drug; thus it is often necessary to administer a placebo to a control group. In medical research, the experimenter may be more likely to "observe" improvements among patients who receive the experimental drug than among those receiving the placebo. A double-blind experiment eliminates this possibility because neither the subject not the experimenters know which is the experimental group, and which is the control group.

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