BUS 358 Lecture Notes - Lecture 8: Social Desirability Bias, Sampling Error, Observational Error
14 Sep 2017
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Document Summary
Surveys are junk because people don"t have patience; don"t work in 2017. Surveys for b2b or professionals still work. Statistical diff b/w survey tht includes those who responded and those who failed to respond. Bias that occurs when respondents either consciously or unconsciously answer questions w/ certain slant that misreps the truth. Can include two broad categories: deliberate falsification, unconscious misrepresentation. Say we want something or think we want something but when we"re giving opportunity to get that we don"t actually want it. Our fault: didn"t phrase q"s in the right way, sample too homogenous, etc. Interactive face face comm in which an interviewer asks a respondent to answer s. Global consideration: can"t use same questions for one place in another, have to take into account the place that you are interviewing at, researchers face both cult and social norms.
