Social desirability bias: A neglected aspect of validity testing
Social desirability bias: A neglected aspect of validity testing
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DOI：
10.1002/(sici)1520-6793(200002)17:2
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发表时间：
2000-02-01
影响因子：
6.7
通讯作者：
Bruner, GC
中科院分区：
文献类型：
--
作者：
King, MF;Bruner, GC
在过去的二十年里，市场研究中多项目量表的使用出现了巨大的增长。与此同时，人们对这些措施的质量日益感到关切。虽然大多数营销相关的文章，现在讨论的可靠性的规模管理，很少解决的问题规模效度。规模效度的一个方面，这应该是特别关注的营销研究人员，是潜在的威胁，污染由于社会期望反应偏差;然而，近20年的研究表明，社会期望偏差一直被忽视的规模建设，评估和实施。本文的目的是讨论这种偏见的性质，识别，测试和/或防止它的方法，以及如何在消费者相关的研究中实施这些方法。(C)John Wiley & Sons，Inc.
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 these measures. Although the majority of marketing-related articles now discuss the reliability of the scales administered, few address the issue of scale validity. One aspect of scale validity, which should be of particular concern to marketing researchers, is the potential threat of contamination due to social-desirability response bias; However, a careful review of nearly 20 years of published research suggests that social-desirability bias has been consistently neglected in scale construction, evaluation, and implementation. The purpose of this article is to discuss the nature of such a bias, methods for identifying, testing for and/or preventing it, and how these methods can and should be implemented in consumer-related research. (C) 2000 John Wiley & Sons, Inc.