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 …

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 reflects the basic human nature to present oneself in a positive
manner to others. Typically, this tendency takes the form of over-reporting opinions and …

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 article develops a methodology for controlling social‐desirability bias. The method uses
direct and indirect questioning to create methods factors within a structural‐equation …

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 …

A tremendous growth in the use of multi‐item scales in marketing research has occurred
over the past two decades. Concurrently, there is increasing concern about the quality of …

BACKGROUND There is a history of methods attempting to reduce the magnitude of social-
desirability bias, ranging from a “truth-detection device”(Nederhof, 1985, p. 272) to simpler …

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

This chapter reviews research on the question–behavior effect, the phenomenon that asking
questions influences respondents' behavior. Two distinct research streams, the self …