Measuring the Relative Influence of Social Desirability Bias and Risk of Disclosure on Response Bias

Music City Center 

In this paper we present results from an experimental test of the non-verbal response card (NVRC) and the verbal touch card. The NVRC is a two-sided card that allows respondents to nonverbally respond to questions without the interviewer knowing the actual response. The touch card is a one-sided card that allows respondents to nonverbally respond to questions, but with the actual response known to the interviewer. The NVRC, the touch card, and the standard verbal response method were randomly assigned to 2,544 youth in a 2017 Burkina Faso health survey. The NVRC and touch card were used for sensitive questions on sexual experience, risk taking, trauma and mental health. We examine the response patterns for 9 questions on risky behavior and sexual experience. Comparisons of the three response methods allow us to separate the relative effects of social desirability and risk of disclosure on response bias. We find no significant differences in responses between the verbal and touch card methods, but significantly higher reports of a number of risky behaviors and sexual experiences among respondents who used the NVRC method compared to touch card and verbal respondents combined.

Social desirability bias

Response bias 

Survey Research Methods Section