What is meant by "social desirability bias"?

Social desirability bias refers to the tendency of respondents to provide answers that they believe will be viewed favorably by others, rather than their true feelings or behaviors. This phenomenon often occurs in survey research, where individuals may feel pressured to conform to societal norms or expectations when responding to questions about sensitive topics, such as substance use, sexual behavior, or political opinions.

The correct answer highlights that respondents may prioritize presenting themselves in a positive light over providing accurate or honest responses. This bias can significantly affect the validity of research findings, leading to skewed data that does not truly represent the population being studied.

In the context of the other options, while accurately reporting feelings would indicate a lack of bias, it does not capture the essence of social desirability. The option related to sampling methods pertains to concerns about how representative a sample is but does not connect to how individuals respond in surveys. Similarly, leading questions can influence how respondents react, potentially introducing another form of bias, but they are distinct from the concept of social desirability bias itself.