Handbook of Research Methods for Tourism and Hospitality Management
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Handbook of Research Methods for Tourism and Hospitality Management

Edited by Robin Nunkoo

As research in tourism and hospitality reaches maturity, a growing number of methodological approaches are being utilized and, in addition, this knowledge is dispersed across a wide range of journals. Consequently there is a broad and multidisciplinary community of tourism and hospitality researchers whom, at present, need to look widely for support on methods. In this volume, researchers fulfil a pressing need by clearly presenting methodological issues within tourism and hospitality research alongside particular methods and share their experiences of what works, what does not work and where challenges and innovations lie.
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Chapter 23: Social desirability bias in ethical decision making research: an application of conjoint analysis

Sheree-Ann Adams, Davina Stanford and Xavier Font

Abstract

The study of ethical consumer behaviour decision making (CBDM) is difficult to research, due to social desirability response bias (SDRB) when respondents give responses they consider as socially acceptable, rather than realistic responses. This chapter discusses conjoint analysis (CA) as a method which may overcome these challenges

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