Purpose

The current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.

Design/methodology/approach

We used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.

Findings

The findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.

Originality/value

We argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.

中文翻译：

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探索体育消费者研究中社会期望偏差（SDB）的经验证据

目的

目前的研究旨在提供一种系统的方法，以使用有争议的赞助作为研究背景来检测和识别调查数据中的社会期望偏差 (SDB)。

设计/方法/方法

我们使用实验方法来操纵赞助情况（例如啤酒赞助商与运动饮料赞助商），这可能会促使受访者少报他们对赞助商的看法。通过采用程序和统计方法，我们的证据表明，对有争议的赞助商的反应实际上受到了 SDB 的污染。

发现

该研究的结果为体育营销学者和从业者如何在自我报告数据中识别、检测和控制 SDB 提供了方法和实践意义。

原创性/价值

我们认为，体育营销方面的一些调查研究可能容易出现 SDB，但 SDB 在体育营销研究中并未得到足够的重视。我们强调在体育管理研究中检测（和避免/控制）SDB 的重要性。