The Effects of Culture and Data Collection Mode on Socially Desirable Distortion and Confidentiality Concerns in Survey Research

Abstract

Internet-based surveys have emerged as a popular data collection method for researchers. Despites the popularity of Internet-based surveys, prior studies suggest that responses collected via internet-based surveys are not equivalent to those collected via paper-based survey. Thus, it is important to understand why the nonequivalence is occurred. Also, since internet-based surveys enable us to collect data from people around the globe, it would be important to understand how cultural differences influence participants' responses. In this study, the authors investigate the effects that espoused national culture and data collection mode have on confidentiality concerns and socially desirable reporting. Results indicate that data collection mode and espoused power distance influence confidentiality concerns, while data collection mode and collectivism influence socially desirable distortion.