Response Bias
Social Desirability Bias
- Over reported
o Being a good citizen
o Being well informed and cultured
o Fulfilling moral and social responsibilities
- Under reported
o Illness and disabilities
o Illegal or contranormative behaviour
o Financial status
Types of SDB
- Impression management
o Need for approval
- Ego defense and self deception
- Instrumentation
o Answers designed to bring about socially desirable outcome
Dealing with SDB
- Removing interviewer
- Random response technique
o Developed by Warner
http://en.wikipedia.org/wiki/Randomized_response
o Approach limited to providing an estimate among total sample
o Therefore cannot cross analyse
- Face saving questions
o Have you had time to register to votes
o Vs
o Have you registered to vote
- Indirect questioning
- Question enhancements
o Reassure that behaviour is not unusual
o Extended responses on prompts
§ Extend categories so mildly heavy drinking is in middle of range
§ Or
§ Wide groups, so amount not identified too closely
o Identify responses by code
o Bogus pipeline
Determining Whether SDB Exists
- Matched cells à ie, do sample test with direct question
- Matching known facts
- Checking against measures with known SDB
- Rating the question for social desirability
- Noting physiological manifestations of unease
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