The authors present a polytomous item randomized response model to measure socially
sensitive consumer behavior. It complements established methods in marketing to correct for …

Researchers in marketing and other social sciences frequently employ indirect questions to
reduce social desirability bias. Social desirability bias is the systematic error in self-report …

Social desirability bias refers to the tendency of research subjects to give socially desirable
responses instead of choosing responses that are reflective of their true feelings. The bias in …

This study develops a model for controlling social desirability bias in self-report measures.
The model incorporates both direct and indirect questioning for a sensitive construct and …

Answers to sensitive questions are prone to social desirability bias. If not properly
addressed, the validity of the research can be suspect. This article presents multigroup item …

The rise of green, ethical, social, charity and cause-related marketing should heighten
interest in the marketing research problem of socially desirable responding in interviews …

Indirect (ie, structured projective) questioning has been employed frequently in marketing
and other social sciences to reduce social desirability bias, that is, systematic error in self …

Qualitative, quantitative, and ratio estimate randomized response models were tested in
comparison with a conventional interview technique in the measurement of a sensitive issue …

Social desirability bias can change the results from marketing experiments and surveys.
However, there are few illustrations that show how serious social desirability bias can be …

Socially desirable responding (SDR) has been of long-standing interest to the field of
marketing. Unfortunately, the construct has not always been well understood by marketing …