摘要
本文利用中国综合社会调查2023年(CGSS 2023)的特点,系统考察了不同调查方式下社会期许偏差的表现及其对调查数据的影响。研究结果表明,网络调查与面访调查的调查结果差异最为显著,电话调查居中,这一现象反映出社会期许偏差在面访调查中最为突出,电话调查次之,网络调查最低。进一步分析发现,这种调查方式带来的差异主要体现在受访者对主观态度题项的回答中,而在涉及客观情况的题项时,不同调查方式之间并无显著差别,且调查方式对调查结果的影响在教育程度不同的群体中具有显著差异。这一发现表明,社会期许偏误主要影响测量主观态度的问卷题项,而对客观事实的测量影响较小,受教育程度更高的群体可能具有更强的社会期许偏误的回应模式。本文为优化社会调查设计、降低社会期许偏差及提升数据可靠性提供了一定参考。
This study takes advantage of the 2023 Chinese General Social Survey(CGSS 2023)to systematically examine the manifestation of social desirability bias(SDB)across different survey modes and its impact on survey data.The findings reveal that the greatest discrepancy in survey results occurs between online and face-to-face(F2F)surveys,with telephone surveys falling in between.This pattern suggests that SDB is the most pronounced in F2F surveys,followed by telephone surveys,and the least evident in online surveys.Further analysis indicates that the discrepancies introduced by survey modes are primarily reflected in respondents’reports of subjective attitudes and perceptions,whereas no significant differences are observed across modes in responses to objective question items.And the impact of survey modes on survey results differs significantly among groups with different levels of education.These findings demonstrate that SDB predominantly affects the measurement of subjective attitudes in survey questions,while its impact on the measurement of objective facts is relatively minor;the higher-educated groups may respond with greater SDB.The study provides reference for improving survey design,minimizing SDB,and enhancing data reliability.
作者
王卫东
李家童
胡以松
Wang Weidong;Li Jiatong;Hu Yisong(School of Social Research,Renmin University of China;National Survey Research Center,Renmin University of China)
出处
《调研世界》
2025年第8期87-96,共10页
The World of Survey and Research
关键词
社会期许偏差
调查方式
面访调查
网络调查
电话调查
Social Desirability Bias
Survey Modes
Face-to-Face Survey
Online Survey
Telephone Survey
