Accounting for Social-Desirability Bias in Survey Sampling: A Model for Predicting and Calibrating the Direction and Magnitude of Social-Desirability Bias
Steven Gittelman
Mktg, Inc.
Victor Lange
Catalina Marketing
William A. Cook
e-Strategic Advantage
Susan M. Frede
Lightspeed GMI
Paul J. Lavrakas
Independent Consultant
Christine Pierce
Nielsen
Randall K. Thomas
GfK Custom Research
Editor’s Note:
In 2010 the Advertising Research Foundation (ARF) launched the latest phase of its 'Foundations of Quality' (FoQ) research initiative - a program designed, in part, to address newly raised questions about the quality of online samples developed. It also sought to address how new sampling methodologies...