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| Author: | Tellis, G. J. Chandrasekaran, D. |
| Title: | Extent and impact of response biases in cross-national survey research |
| Journal: | International Journal of Research in Marketing
2010 : DEC, VOL. 27:4, p. 329-341 |
| Index terms: | surveys consumer behaviour bias |
| Freeterms: | cross-national research |
| Language: | eng |
| Abstract: | The paper investigates how and why three common response biases (socially desirable responding, yes-saying and no-saying) vary in cross-national research. The study is based on a survey of 5569 respondents across 15 countries. The paper shows evidence of major differences in response biases across countries. Socially desirable responding is highest in Singapore and Italy, yes-saying is highest in Brazil and India, and no-saying is highest in the Netherlands and Japan. Presence of the biases in global survey may lead to over-reporting or under-reporting of important traits and adoption of new products. |
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