Everything Is Perfect, and We Have No Problems

Detecting and Limiting Social Desirability Bias in Qualitative Research

Bibliographic Data

ID4657382
AuthorsNicole Bergen (0000-0002-8161-2599, University of Ottawa, Ottawa, Ontario, Canada, corresponding author), Ronald Labonté (0000-0002-0615-740X, University of Ottawa, Ottawa, Ontario, Canada)
Year2020
Volume30
Issue5
Pages783-792
Publication date2020-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueQualitative Health Research (JOURNAL)
Journal identifiersISSN: 1049-7323 • E-ISSN: 1552-7557
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/1049732319889354
PMID31830860
OpenAlexW2996617870
LanguageEN
Citations received381
References cited28

Many qualitative research studies acknowledge the possibility of social desirability bias (a tendency to present reality to align with what is perceived to be socially acceptable) as a limitation that creates complexities in interpreting findings. Drawing on experiences conducting interviews and focus groups in rural Ethiopia, this article provides an empirical account of how one research team developed and employed strategies to detect and limit social desirability bias. Data collectors identified common cues for social desirability tendencies, relating to the nature of the responses given and word choice patterns. Strategies to avoid or limit bias included techniques for introducing the study, establishing rapport, and asking questions. Pre-fieldwork training with data collectors, regular debriefing sessions, and research team meetings provided opportunities to discuss social desirability tendencies and refine approaches to account for them throughout the research. Although social desirability bias in qualitative research may be intractable, it can be minimized

Debriefing · Empirical research · Epistemology · Qualitative research · Response bias · Social desirability · Social desirability bias · Social research · Social science · Sociology · Applied Psychology · Psychology · Qualitative Research Methods and Ethics · Social Psychology