Content Type:

Glossary

Share Print

Response bias Definition

Error that results from the tendency of people to answer a question falsely, through deliberate misrepresentation or unconscious falsification.

Response bias occurs when participants in a study answer questions in a way that misrepresents their true thoughts, feelings or behaviors. It can result from question wording, social desirability, misunderstanding or survey fatigue.

Who relies on response bias in market research?

Survey designers, data analysts, quality control teams, client-side researchers and research agencies monitor and account for response bias to ensure accurate, trustworthy results.

What are key aspects of response bias in market research?

• Can be intentional or unintentional.
• Includes social desirability bias, acquiescence bias and extreme responding.
• Influenced by survey design, environment and respondent mind-set.
• Can distort conclusions and reduce data reliability.
• Requires careful questionnaire design and testing.

Why is response bias important in market research?

It directly impacts the accuracy and validity of research findings. Identifying and mitigating bias helps ensure insights are based on genuine consumer attitudes and behaviors, not skewed or misleading responses.

How do market researchers use response bias?

Researchers design neutral, clear questions, randomize answer orders and use validation questions to detect inconsistencies. They also analyze patterns that may indicate bias and adjust data interpretation or weighting accordingly.