Controlling social desirability bias

  • Ronald B. Larson
  • International Journal of Market Research, October 2018, SAGE Publications
  • DOI: 10.1177/1470785318805305

Important of controlling social desirability bias and how to do it

What is it about?

Social desirability bias can change survey and experiment conclusions. Many options are described in the paper that can help reduce or control this bias. Examples show how results can change with bias controls.

Why is it important?

Social desirability bias can affect the findings from survys and experiments. Changing the study design and the using scales as part of the research can help result this bias.

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The following have contributed to this page: Ronald Larson