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Conference Proceedings (2010), Actes du 26ème congrès de l'AFM (Association Française du Marketing), Association Française du Marketing (AFM)

Les biais de réponse : Impact du mode de collecte des données et de l'attractivité de l'enquêteur

BUTORI Raphaëlle , PARGUEL B.

In this research, we study social desirability and demand artifacts in light of the increasing use of on-line studies. Our experiment shows that this data collection medium does not always reduce these biases. First, when an attractive interviewer appears on the cover page of an on-line study, the social desirability bias is higher than when the interviewer is unattractive. Second, respondents are more sensitive to demand signs and likely to interpret these signs when they respond to an on-line study compared to a paper and pencil study.

BUTORI, R. and PARGUEL, B. (2010). Les biais de réponse : Impact du mode de collecte des données et de l'attractivité de l'enquêteur. In: Actes du 26ème congrès de l'AFM (Association Française du Marketing). Association Française du Marketing (AFM).