Cultural Determinants of Socially Desirable Distortion in Computer Based Data Collection

Internet-based surveys have emerged as a popular data collection method for researchers, enabling the collection of responses from participants at multiple sites, including in other countries. Oftentimes, pooled data is analyzed without regard to understanding the potential downsides. Given that the results from any survey hinge on the validity of the responses collected, it is important to examine what influence the data collection method and cultural differences might have. In this study, the authors investigate the effects that espoused national culture and data collection method 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.