Social-desirability bias is a type of response bias where survey respondents answer questions in a way that they believe will be viewed favorably by others. This could manifest as over-reporting positive behaviors or under-reporting negative behaviors. This bias can significantly affect the validity of self-reported data, leading to misinterpretation of both average tendencies and individual differences.
For instance, if a respondent is asked how often they consume alcohol, they may under-report their consumption due to societal stigma against heavy drinking, resulting in inaccurate data and understanding of actual drinking behaviors.
To mitigate social-desirability bias, researchers can ensure anonymity and confidentiality in responses, use unobtrusive measures, and include direct questions about socially desirable behavior to check for consistency.