How can you avoid social desirability bias in qualitative interviews with economic actors?

1 Define your research question

Before you start interviewing, you need to have a clear and specific research question that guides your inquiry. Your research question should be relevant, feasible, and answerable with qualitative data. It should also reflect the purpose and scope of your study, whether it is exploratory, descriptive, explanatory, or evaluative. Having a well-defined research question will help you focus on the most important aspects of your topic and avoid asking irrelevant or leading questions that may induce social desirability bias.

2 Choose your sampling strategy

Your sampling strategy determines who you will interview and how you will select them. Depending on your research question and objectives, you can use different types of sampling, such as purposive, convenience, snowball, or quota sampling. Each type has its advantages and disadvantages, but in general, you should aim for a sample that is representative, diverse, and adequate for your study. You should also consider the characteristics and preferences of your potential respondents, such as their availability, accessibility, willingness, and trustworthiness. You want to interview people who can provide rich and relevant information, but also who are comfortable and honest with you.

4 Establish rapport and trust

Establishing rapport and trust with your respondents is one of the most important skills for conducting qualitative interviews. This feeling of mutual understanding, respect, and empathy can help reduce social desirability bias by making respondents feel more relaxed, confident, and cooperative. To do this, introduce yourself and explain the purpose and scope of your study. Make sure to assure respondents of the confidentiality and anonymity of their data, as well as ask for their consent and permission to record the interview. Utilize a friendly, respectful, and attentive tone and body language; show interest and appreciation for their responses; use humor, compliments, and self-disclosure when appropriate; and avoid interrupting, judging, or criticizing their responses.

5 Use triangulation and reflexivity

Triangulation and reflexivity are two strategies that can help you enhance the validity and reliability of your qualitative data and reduce social desirability bias. Triangulation means using multiple sources, methods, or perspectives to cross-check and corroborate your findings. For example, you can compare and contrast the responses of different types of respondents, use different modes of data collection, such as surveys, observations, or documents, or consult with other researchers or experts to verify your interpretations. Reflexivity means being aware and critical of your own biases, assumptions, and influences on the research process and outcomes. For example, you can keep a journal, record your thoughts and feelings, or seek feedback from your peers or supervisors to reflect on your role and position as a researcher and interviewer.