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When to Worry about Sensitivity Bias: A Social Reference Theory and Evidence from 30 Years of List Experiments

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  • BLAIR, GRAEME
  • COPPOCK, ALEXANDER
  • MOOR, MARGARET

Abstract

Eliciting honest answers to sensitive questions is frustrated if subjects withhold the truth for fear that others will judge or punish them. The resulting bias is commonly referred to as social desirability bias, a subset of what we label sensitivity bias. We make three contributions. First, we propose a social reference theory of sensitivity bias to structure expectations about survey responses on sensitive topics. Second, we explore the bias-variance trade-off inherent in the choice between direct and indirect measurement technologies. Third, to estimate the extent of sensitivity bias, we meta-analyze the set of published and unpublished list experiments (a.k.a., the item count technique) conducted to date and compare the results with direct questions. We find that sensitivity biases are typically smaller than 10 percentage points and in some domains are approximately zero.

Suggested Citation

  • Blair, Graeme & Coppock, Alexander & Moor, Margaret, 2020. "When to Worry about Sensitivity Bias: A Social Reference Theory and Evidence from 30 Years of List Experiments," American Political Science Review, Cambridge University Press, vol. 114(4), pages 1297-1315, November.
    • Handle: RePEc:cup:apsrev:v:114:y:2020:i:4:p:1297-1315_23
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    6. Marco Gregori & Martijn G. Jong & Rik Pieters, 2024. "The Crosswise Model for Surveys on Sensitive Topics: A General Framework for Item Selection and Statistical Analysis," Psychometrika, Springer;The Psychometric Society, vol. 89(3), pages 1007-1033, September.
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    10. Olivia Bertelli & Thomas Calvo & Emmanuelle Lavallée & Marion Mercier & Sandrine Mesplé-Somps, 2023. "Measuring insecurity-related experiences and preferences in a fragile State. A list experiment in Mali," Working Papers DT/2023/01, DIAL (Développement, Institutions et Mondialisation).
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    12. Andreas Quatember, 2023. "Efficient item count techniques with one or two lists," METRON, Springer;Sapienza Università di Roma, vol. 81(1), pages 5-19, April.
    13. Olivia Bertelli & Thomas Calvo & Massa Coulibaly & Moussa Coulibaly & Emmanuelle Lavallée & Marion Mercier & Sandrine Mesplé-Somps & Ousmane Z Traoré, 2023. "Collecting data on sensitive experiences and attitudes: a Malian case study [Collecter des données sur des expériences et attitudes sensibles : le cas du Mali]," Post-Print hal-04366322, HAL.
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    16. Ahmad, Syedah & Lensink, Robert & Mueller, Annika, 2023. "Religion, social desirability bias and financial inclusion: Evidence from a list experiment on Islamic (micro-)finance," Journal of Behavioral and Experimental Finance, Elsevier, vol. 38(C).
    17. Ananyev, Maxim & Poyker, Michael, 2023. "Identity and conflict: Evidence from Tuareg rebellion in Mali," World Development, Elsevier, vol. 161(C).
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    19. Yazdanabad, Hadi Pahlevan, 2024. "Justification within and between social contexts with the possibility of choice deferral," Journal of Mathematical Economics, Elsevier, vol. 112(C).
    20. Olivia Bertelli & Thomas Calvo & Massa Coulibaly & Moussa Coulibaly & Emmanuelle Lavallée & Marion Mercier & Sandrine Mesplé-Somps & O. Z. Traoré, 2023. "Collecter des données sur des expériences et attitudes sensibles : le cas du Mali," Post-Print hal-04442342, HAL.

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