Social desirability bias in survey research on sustainable development in small firms: an exploratory analysis of survey mode effect

Article

Roxas, Banjo and Lindsay, Val. 2012. "Social desirability bias in survey research on sustainable development in small firms: an exploratory analysis of survey mode effect." Business Strategy and the Environment. 21 (4), pp. 223-235. https://doi.org/10.1002/bse.730
Article Title

Social desirability bias in survey research on sustainable development in small firms: an exploratory analysis of survey mode effect

ERA Journal ID19517
Article CategoryArticle
AuthorsRoxas, Banjo (Author) and Lindsay, Val (Author)
Journal TitleBusiness Strategy and the Environment
Journal Citation21 (4), pp. 223-235
Number of Pages13
Year2012
Place of PublicationBognor Regis, West Sussex. United Kingdom
ISSN0964-4733
1099-0836
Digital Object Identifier (DOI)https://doi.org/10.1002/bse.730
Abstract

Survey methodology has become an increasingly popular weapon of choice in conducting research on the topic of environmental sustainability in the small firm context. However, conventional application of survey research in many empirical studies tends to ignore the inherent issues associated with the mode of administration of survey questionnaires. One of these issues is social desirability bias (SDB) arising from survey modes such as face to face, the assisted type of survey questionnaire administration and mailed or purely self-administered survey. This study is an analysis of survey data generated by two modes: purely self-administered and survey enumerator assisted. The paper argues that the presence of an enumerator in the workplace or actual site of the business to administer the survey will motivate the respondents to provide more accurate information about the firms' environmental sustainability knowledge and practices. The article offers suggestions to address SDB in carrying out surveys about environmental sustainability in small firms.

Keywordsenvironmental sustainability; research methods; small and medium enterprises; small firms; social desirability bias; survey modes; survey research; sustainable development
ANZSRC Field of Research 2020490501. Applied statistics
350716. Small business organisation and management
500304. Environmental philosophy
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Byline AffiliationsSchool of Management and Marketing
Victoria University of Wellington, New Zealand
Institution of OriginUniversity of Southern Queensland
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