ABSTRACT
This chapter helps people to: recognize common threats to accuracy; understand the problem of demand characteristics; be aware of social desirability; be familiar with the problem of nonresponses; comprehend how nonresponse bias can jeopardize results. Much research in advertising and public relations focuses on measuring attitudes. Attitudes can be difficult to measure even when people ask good questions. If people ask poorly designed questions, their likelihood of obtaining an accurate response is diminished. When some aspect of a study leads participants to believe there is a desired response, this is referred to as a demand characteristic. If a study has any demand characteristics whatsoever, many respondents will infer the correct answer and attempt to respond accordingly. Social desirability is another major deterrent to obtaining accurate responses. One tactic that researchers use to increase response rate is through the use of incentives. Although incentives have been shown to increase response rate, there is considerable evidence that they also introduce nonresponse bias.
