Reducing social desirability bias through item randomized response: An application to measure underreported desires

Journal of Marketing Research

Volumn 47, Issue 1, 2010, Pages 14-27

  De Jong, Martijn G ^a   Pieters, Rik ^b   Fox, Jean Paul ^c  

^a ERASMUS UNIVERSITY   (Netherlands)

^b TILBURG UNIVERSITY   (Netherlands)

^c UNIVERSITY OF TWENTE   (Netherlands)

Author keywords

Item randomized response; Item response theory; Randomized response; Response styles; Social desirability

Indexed keywords

EID: 76749143734     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.1.14     Document Type: Article

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