Social Desirability and its Impact on Audience Research

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Author(s): Bekmeier-Feuerhahn, Sigrid; Bögel, Paula Maria; Heinen, Andreas
Source:
Bekmeier-Feuerhahn , S , Bögel , P M & Heinen , A 2014 , Social Desirability and its Impact on Audience Research . in E Bigné (ed.) , Paradigm Shifts & Interactions : EMAC 2014 European Marketing Academy 43rd annual conference; Conference Proceedings . Universitat de València , pp. 121 , 43rd Annual Conference of the European Marketing Academy - EMAC 2014 , Valencia , Spain , 03.06.14 . < http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf >
Subject Terms:
Social Desirability Bias; Trait Desirability; Audience Research; /dk/atira/pure/core/keywords/558218865; name=Management studies
Document Type:
article in journal/newspaper
Language:
English