Because marketing researchers are focusing increasingly on the issues of corporate and consumer social responsibility and other ethical behaviour, there is a clear need to assess the possible impact of Socially Desirable Responding in interviews on these topics in order to determine whether it exists and, if so, which techniques might reduce it.
Let's get ethical: dealing with socially desirable responding online
Ian BraceTNS UK
Prof. Clive NancarrowBristol Business School
Fisher (2000) notes “marketing researchers have not placed the same emphasis on SDB as their counterparts in...