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Biais de désirabilité sociale dans les enquêtes bancaires auprès des clients marocains : Mesure, correction et implications méthodologiques

Author

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  • Rachid Maghniwi

    (LARMODAD - Research laboratory in organizational management, business law and sustainable development (LARMODAD),)

  • Mustapha Oukassi

    (LARMODAD - Research laboratory in organizational management, business law and sustainable development (LARMODAD),)

Abstract

Social desirability bias represents one of the most insidious methodological threats to the internal validity of management science surveys, particularly in institutional contexts characterized by strong symbolic power asymmetry. This research systematically examines this phenomenon within the framework of banking surveys conducted among Moroccan clients. Through a critical literature review mobilizing the foundational work of Crowne & Marlowe (1960), Paulhus (1984) and their African contextual extensions, we identify five cardinal manifestations of the bias. The article adopts a conceptual posture supported by exploratory observations (n=500 clients, RSK region, 2025) aimed at illustrating BDS mechanisms in the Moroccan banking sector. On the methodological level, we propose a five-step data collection protocol integrating the MCS-10 scale, item randomization, certified anonymization, and statistical correction through reweighting. The implications redefine the conditions of external validity for any structural model based on declarative data in the Moroccan banking sector.

Suggested Citation

  • Rachid Maghniwi & Mustapha Oukassi, 2026. "Biais de désirabilité sociale dans les enquêtes bancaires auprès des clients marocains : Mesure, correction et implications méthodologiques," Post-Print hal-05638594, HAL.
    • Handle: RePEc:hal:journl:hal-05638594
    DOI: 10.5281/zenodo.19849682
    Note: View the original document on HAL open archive server: https://hal.science/hal-05638594v1
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