The error that occurs when respondents do not reveal their true opinions on a subject. They may misunderstand the question, fail to understand their true opinions, lie, or try to present themselves in a favorable light. Response error is a particular problem when respondents are unfamiliar with the situation, for example, when they are asked about intentions to purchase a new product. For ideas on how to reduce response error, see Sudman and Bradburn (1982).<o:p></o:p></P>
 <ul>
   <li>Sudman, S. &amp; N. N. Bradburn (1982)<I>, Asking Questions: A Practical Guide to 
Questionnaire Design</I>. San Francisco: Jossey Bass.</li>
 </ul>