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When students give biased responses to researchers: An exploration of traditional paper vs. computerized self-administration

Parguel, Béatrice; Butori, Raphaëlle (2010), When students give biased responses to researchers: An exploration of traditional paper vs. computerized self-administration, 39th EMAC Annual Conference 2010 : The The Six Senses, The Essentials of Marketing, 2010-06, Copenhagen, Danemark

Type
Communication / Conférence
External document link
http://halshs.archives-ouvertes.fr/halshs-00636231
Date
2010
Conference title
39th EMAC Annual Conference 2010 : The The Six Senses, The Essentials of Marketing
Conference date
2010-06
Conference city
Copenhagen
Conference country
Danemark
Pages
8 p.
Metadata
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Author(s)
Parguel, Béatrice cc
Butori, Raphaëlle
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.
Subjects / Keywords
Data collection; Online surveys; Paper-and-pencil surveys; Response bias; Social desirability; Demand artifact
JEL
C42
M31 - Marketing