Direct Versus Indirect Questioning: An Application To The Well-Being Of Farm Animals
A survey of U.S. households finds that opinions can vary significantly when respondents are asked direct or indirect questions related to farm animal welfare. This suggests that people’s concerns for farm animal welfare may actually be lower than stated, a phenomenon referred to as “social desirability bias.”
According to research results, 15.6% of the public said they think low meat prices are more important than the well-being of farm animals, although 67.5% said the average American thinks low meat prices are more important than the well-being of farm animals.
This difference in opinion is likely due to a notion called social desirability bias. A response to an indirect question (about what other people think) is thought to be a more accurate reflection of a subject’s own opinion rather than the answer given by the subject as the result of a direct question.
http://www.springerlink.com/content/h3378j523h260401/
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