What term do we use to describe the tendency to agree to do things requested by others?
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In this guide, we’ll breakdown one of the biggest challenges researchers face when it comes to surveying an audience — Response Bias. Let’s dive in.
What is Response Bias?This term refers to the various conditions and biases that can influence survey responses. The bias can be intentional or accidental, but with biased responses, survey data becomes less useful as it is inaccurate. Why Does Response Bias Matter?A survey is a powerful tool for businesses because it provides the ability to obtain data and opinions from real members of the target audience, which gives a more accurate assessment of market position and performance than any trial-and-error tests could ever produce. What Types of Response Bias Are There?One of the key things to avoid response bias is to fully understand how it happens. There are several types of response bias that can affect your surveys, and the ability to recognize each one can help you avoid bias in your surveys as you create them, rather than spotting it later. 1) Demand CharacteristicsOne of the more common types of response bias, demand bias, comes from the respondents being influenced
simply by being part of the study. Participants who look to understand the purpose of the surveyFor instance, if the survey is looking into a user experience of a website, a participant may see that the aim is to gather data to support making changes to layout or content. The setting of the survey or studyThis is more applicable to surveys carried in person, where researchers conducting the survey can have an influence on the respondents, but it can apply to digital surveys too. Interaction between researcher and respondentThis can influence how the survey is approached. Note that if it’s a digital survey that researcher-to-respondent interaction is still possible, occurring in the email or message used to invite the respondent to participate. Wording bias can come into effect here as wellThis type of bias influences the entire gamut of responses from individual or multiple participants. For instance, if the researcher knows the participant personally, even greeting them in a friendly manner can have a subconscious effect on the responses. Prior knowledge of the surveyWhether the questions themselves, or the general aims of the survey, or how it is being put together, prior knowledge of some aspects of the survey deliver response bias. 2) Social Desirability BiasThis type of response bias results from participants answering sensitive questions with socially desirable, rather than truthful answers. 3) Extreme ResponsesThe name gives this one a way really, but it refers to the survey bias that is characterized by respondents providing extreme answers to questions. This can manifest as extreme positive or negative responses, and both render the data ineffective. Here’s an exampleThink about the following question: 4) Neutral RespondingThis type of
response bias is the exact opposite of extreme responding, as here the participant chooses the neutral answer every time. This is usually a result of the participant not being interested in the survey at all and is simply looking to answer questions as quickly as possible. 5) Acquiescence BiasAcquiescence bias is a form of response bias where participants respond in agreement with all questions within the survey. In most cases, if your survey is well designed, that results in the participant agreeing with at least two contradictory statements. The answers provided this way are then no longer accurate or
truthful.
A respondent could answer yes to the first question, because we all like to think of ourselves as likeable, social people. 6) Dissent BiasFinally, we have dissent bias. This is the
exact opposite of acquiescence bias where the participant seeks to disagree with every statement or question the researcher makes. How Do You Get Rid of Response Bias?Avoiding response bias is easier when you know the types of response bias, and why they occur. There are several things that every researcher can do to overcome response bias. 1) Understand Your DemographicAs we discussed previously, some demographics are more susceptible to certain types of bias. Paying attention to the ‘who’ you are asking is as important as ‘what’ you are asking.
Make these part of your survey research and you’ll have a higher response rate. 2) Avoid Question Wording BiasCareful question phrasing is critical to get an unbiased survey and responses. We talked before about inherent bias, but this also applies to questions that produce an emotive response and can cause acquiescence bias or extreme responding.
3) Diversify QuestionsTo keep participants focused, avoid using one type of question all the way through. Instead, mix binary response questions (yes or no) with those that offer a range of responses. This avoids the participant simply giving the same answer each time, and thus forces them to think about their responses. 4) Allow Participants to Say ‘No’Participants often wish to give the best answer possible, but for some questions a participant may not have an answer. Feeling that they need to do something, they at times will give an inaccurate answer that you don’t want. 5) Effective AdministrationAs we have seen, several forms of response bias can be caused by participants being influenced by the researchers themselves, or the motives behind the survey. This makes every aspect of the administration of the survey crucial to its success. Researchers must remain neutral at all timesDuring all correspondence of any kind, maintain a professional, unbiased demeanor to ensure participants recognize the importance of the situation. Using the digital approach can remove some of these risks. Maintain survey integrityParticipants second guessing research motives or finding out motives before taking the survey both result in response bias. Do this by maintaining the integrity of the survey and ensuring participants do not have additional information. 6) Avoid Emotionally Charged TermsYour questions should be clear, precise, and easily understandable. That means simple, unbiased language that avoids using words that evoke an emotional (rather than through-based) response.
And so on. You want answers that are
thought through, and these so-called ‘lightening’ words instead elicit an emotional response that is not as valuable for your research. What Survey Tools Should Your Company Use?Even if you know the various types of response bias, you still need to monitor the survey for problems and inaccurate data. Nextiva Survey AnalyticsSurvey analytics provides business intelligence efficiency with a comprehensive feature set that
tracks survey response data throughout your research. This provides simple, clear, visual presentation of the data you need. Nextiva SurveysA complete software
solution for all your surveys, Nextiva Surveys provides the perfect platform for all your research. With a simple, fast design solution, your surveys will look great. And full customization ensures they always reflect your brand image. What is the term used to describe the tendency of people to follow the behaviour of a group instead of choosing their own behaviour?Conformity is the tendency to change our perceptions, opinions, or behaviors in ways that are consistent with group norms. Norms are implicit, specific rules shared by a group of individuals on how they should behave.
What are the 3 types of conformity?Herbert Kelman identified three major types of conformity: compliance, identification, and internalization.
What is the term used when a person conforms to meet the expectations of a person or group?Ingratiational. This is when a person conforms to impress or gain favor/acceptance from other people. It is similar to normative influence, but is motivated by the need for social rewards rather than the threat of rejection, i.e., group pressure does not enter the decision to conform.
What is the term used to refer to the tendency to view events and people in ways that fit how we want and expect them to be?Confirmation bias. The tendency to view events and people in ways that fit how we want and expect them to be.
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