Date
2010
Dewey
Marketing
Sujet
Data collection; Online surveys; Paper-and-pencil surveys; Response bias; Social desirability; Demand artifact
JEL code
C42; M31
Conference name
39th EMAC Annual Conference 2010 : The The Six Senses, The Essentials of Marketing
Conference date
06-2010
Conference city
Copenhagen
Conference country
Danemark
Author
Parguel, Béatrice
Butori, Raphaëlle
Type
Communication / Conférence
Item number of pages
8 p.
Abstract (EN)
This article investigates the impact of two data collection modes (online surveys and paper-and-pencil surveys) and the perceived attractiveness of the experimenter on two types of response biases: social desirability and demand artifacts. Its results highlight the combined effect of the data collection mode and the perceived attractiveness of the experimenter on social desirability and show that signs sensitivity and signs interpretation (two types of demand artifacts) are stronger in the context of online surveys than in the context of paper-and-pencil surveys.
