From the course: Market Research: Quantitative
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Designing for sensitive questions in surveys
From the course: Market Research: Quantitative
Designing for sensitive questions in surveys
- [Narrator] When it comes to asking about sensitive topics like politics, finances, family dynamics, parenting styles, religious beliefs, health, race, gender identity, several challenges pop up. In the last video we talked about social desirability bias, where respondents answer in ways they think are more socially acceptable, but there's more to it than that. Sensitive questions can also stir up a range of emotions, anxiety, discomfort, defensiveness, even frustration or anger. When respondents feel like they're being judged, it can affect the quality of their answers. Some might give extreme or inconsistent responses, or they might shut down and drop off. They might also become hyper aware of how they're being perceived, which leads to over-reporting, like exaggerating positive behaviors, like how much exercise they do, or how often they donate to charity or under-reporting where they downplay or hide behaviors they feel guilty or shameful about. These emotional reactions can…
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