Abstract
The reasons for the long term lagging rate of black entrepreneurship are not well understood. Although there has been growing research on black entrepreneurship, race related research can be challenging and may be susceptible to bias resulting from socially desirable responses. Using survey data collected on consumer perceptions of white and black entrepreneurs from 843 white and black respondents by white and black data collectors, we found evidence of response bias. The paper illuminates research methodology issues that should be factored into race-based entrepreneurship research. The important practical and academic implications are discussed and suggestions for future research are offered.
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