What is response bias, and how can survey design reduce it?

• A. Response bias is the tendency of respondents to avoid answering questions.
• B. Response bias is the tendency of respondents to answer in a biased way; reduce with neutral wording, anonymity, and validated scales.
• C. Response bias is the random error due to sampling; reduce by increasing sample size.
• D. Response bias is caused by instrument miscalibration; reduce by pilot testing the instrument.

Answer: (B)

Response bias is the tendency for respondents to answer in a biased way that reflects social pressures, desires to please the interviewer, or other influences rather than their true beliefs or behaviors. It can distort survey results by making responses seem more favorable or less accurate than they actually are. To reduce it in survey design, use neutral wording that avoids leading or loaded terms, guarantee anonymity or confidentiality to lessen fear of judgment, and employ validated scales with established reliability and validity so questions measure what they intend and yield consistent results. Additional helpful steps include pretesting the instrument to catch biased items, avoiding double-barreled or overly judgmental questions, and using techniques like indirect questioning or careful question order to minimize respondents’ tendency to game their answers.