What type of bias may affect participant honesty during research?

Social desirability bias occurs when participants in research tend to provide responses that they believe are more socially acceptable or favorable rather than their true thoughts, feelings, or behaviors. This tendency is often influenced by the desire to be viewed positively by others, which can lead to misleading or distorted data. For example, participants might underreport undesirable behaviors or overreport socially acceptable ones, affecting the reliability of the research findings.

Understanding social desirability bias is crucial in user experience research because it can significantly impact the accuracy of the information collected from users about their preferences, habits, or experiences. Researchers often address this bias by creating a comfortable environment, using anonymous surveys, or employing indirect questioning techniques to encourage more honest responses.

In contrast, the other biases listed have different influences on research outcomes. Self-identification bias relates to how participants label themselves, which may not necessarily lead to dishonesty. Confirmation bias involves interpreting information in a way that confirms preexisting beliefs, but it does not inherently focus on participant honesty. Friendliness bias, though less common, refers to participants being overly agreeable with a familiar researcher, but it does not specifically address the broader societal pressures that lead to dishonesty in responses.