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Donor misreporting: conceptualizing social desirability bias in giving surveys

Lee, Zoe and Woodliffe, L. 2010. Donor misreporting: conceptualizing social desirability bias in giving surveys. Voluntas: International Journal of Voluntary and Nonprofit Organizations 21 (4) , pp. 569-587. 10.1007/s11266-010-9153-5

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Abstract

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: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Springer Verlag
ISSN: 0957-8765
Last Modified: 15 Mar 2019 17:35
URI: http://orca.cf.ac.uk/id/eprint/120795

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