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Social desirability bias is a serious problem among marketing researchers. Please address the following questions citing appropriate references. 1) What is social desirability? Why does

Social desirability bias is a serious problem among marketing researchers. Please address the following questions citing appropriate references.

1) What is social desirability? Why does it occur?

2) Why is social desirability a concern for researchers?

3) What can you as a researcher do to eliminate or reduce social desirability errors in research?

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