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The Journal of the Royal Society for the Promotion of Health
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Taking the threat out of threatening questions

Gerald Vinten

Southampton Business School

A major threat to the validity and reliability of health and social surveys is that questions asked are regarded as threatening. This leads to the unpredictability of social desirability bias, which can skew responses in a variety of directions. The types of situations in which this may occur are outlined, together with a ten point approach that will assist in overcoming the problems.

Key Words: Bias • personality • research • social and health surveys • social desirability • questionnaires.

The Journal of the Royal Society for the Promotion of Health, Vol. 118, No. 1, 10-14 (1998)
DOI: 10.1177/146642409811800103
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