Donor misreporting:conceptualizing social desirability bias in giving surveys


Lee, Z. and Woodliffe, L., 2010. Donor misreporting:conceptualizing social desirability bias in giving surveys. Voluntas, 21 (4), pp. 569-587.

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    Although survey research is one of the most frequently used methods for studying charitable giving, the quality of the data is seldom stated or known. In particular, social desirability bias (SDB) has been found to distort data validity where respondents tend to over-report what is socially desirable and vice versa. We argue that this phenomenon has not been fully understood in the nonprofit context as existing social desirability scales are not appropriate to be used in giving surveys. Thus, this paper is the first to extend understanding of SDB to the nonprofit context and to explore its motivating factors. Based on a multidisciplinary literature review and qualitative interviews with various senior practitioners from the fundraising and marketing research sectors, it is suggested that SDB is a multidimensional construct yielding five dimensions, namely, impression management, self-deception, level of involvement, perceived benefits and social norms. The paper then discusses the implications for nonprofit researchers and concludes with directions for future research.


    Item Type Articles
    CreatorsLee, Z.and Woodliffe, L.
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    URLURL Type
    Uncontrolled Keywordssustainability,social desirability,misreporting,measurement,giving surveys
    DepartmentsSchool of Management
    Publisher StatementLee_Voluntas_2010_21_4_569.pdf: The original publication is available at
    ID Code24202


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