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Response bias

Dr Melissa Humphries explains response bias, a type of bias that can seriously undermine the integrity of survey results.

In this video, Dr Melissa Humphries explores some different kinds of response bias that can undermine survey results.

You will learn about voluntary bias, which occurs when people volunteer to participate in a survey based on their interest in the topic, leading to a biased sample of individuals who care strongly about the study. You will also learn about social desirability bias, where respondents may alter their responses to present themselves more favourably, as well as their motivations for doing so. Some steps you can implement to help you recognise and address different types of response bias in surveys to improve the reliability of your results will also be discussed.

Share your thoughts

Have you ever contributed to response bias in a survey? What was the question, and why did you alter your answer to the question? How could the researcher have re-worded their question to elicit a truthful answer from you next time?
Consider the impact of technology on response bias. How might the use of technology, such as online surveys, influence participant responses? Describe the challenges and benefits that technology introduces to survey data collection.

Share your thoughts on one of the two discussion prompts in the comments below.

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Critical Evaluation in Data Science: Data, the World, and You

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