Research Topics:

CX/UX-Customer/User Experience | Data Quality | Questionnaire Analysis | Survey Design

Industry/Market Focus:

Consumers

Content Type:

Glossary

Acquiescence Bias Definition

The tendency of respondents to agree with whatever is presented to them. Also known as agreement bias. Sometimes called 'yea saying' or 'friendliness effect'.

Acquiescence bias is the  tendency of a study respondent to positively affirm, or agree to, survey questions regardless of their true beliefs or experiences. It happens when participants in a study exhibit a strong inclination to say "yes" or to express agreement because they desire to please the researcher or to avoid confrontation. This bias is crucial to consider in marketing research because it impacts the reliability and validity of the collected data, thus leading to inflated positive responses, skewed data and inaccurate insights. Researchers strive to obtain unbiased and truthful responses to make well-informed decisions. When acquiescence bias goes unaddressed, it compromises the accuracy of the research process. Recognizing and mitigating this bias is essential.

Who relies on acquiescence bias?

Market researchers and survey designers usually are aware of acquiescence bias because it intimately impacts the quality and reliability of data. When crafting surveys or questionnaires, researchers may unintentionally introduce leading or positively framed questions, which prompts respondents to agree without critically evaluating their responses. Consequently, this bias can impact the conclusions drawn from the data, leading to flawed decisions and misguided strategies.

Why should marketing researchers care about acquiescence bias?

Participants in the marketing study process must be aware of acquiescence bias to ensure respondents’ responses accurately reflect their personal opinions and experiences. Participant  feedback is crucial for businesses to make informed decisions and to improve products or services. If respondents take part in  acquiescence bias, their true thoughts and genuine thoughts may not be adequately represented, which can potentially lead to the development of offerings that do not meet customer needs or preferences.