Social Desirability Bias in on-Line Surveys: A Comparison Among Different Sources of Respondents
Concerning for data quality, social desirability bias is found to be an important issue. Social desirability (SD) bias is related to how survey questions are measured, whether an interviewer is involved, pace of cognition process during interviews, sensitivity of survey questions, etc. The results of SD measures can be an indicator of data quality.
This study aims to compare data quality from different resources of respondents in an on-line survey. These sources include probability samples using previously collected emails from cross-sectional surveys and from a large-scale panel survey. The third sample was recruited using both on-line and off-line advertisement and flyers. Given the different levels of rapport developed between respondents and the survey institute, it is expected that probability sample from the panel survey has the highest level of SD bias, while the non-probability sample has the lowest. However, the distributions show the opposite findings. Social-demographic characteristics, as well as life style, are also compared to understand the dis/similarity among different sources of samples of on-line surveys. The findings are expected to contribute to the field of survey methodology for further understand on-line samples.