Accounting for Social-Desirability Bias in Survey Sampling: A Model for Predicting and Calibrating the Direction and Magnitude of Social-Desirability Bias

The latest phase of the ARF's 'Foundations of Quality' research initiative was designed to address newly raised questions about the quality of online samples developed.

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...

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