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Scale Reviews

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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Social Desirability Bias

This well-known scale is intended to measure the degree to which people describe themselves in socially acceptable terms in order to gain the approval of others. The original version scale of the scale has thirty-three items and uses a True/False response format. However, abbreviated versions have typically been used in marketing research and Likert-type response scales have been applied in some cases.