Measurement Bias: Occurs when responses in a survey systematically deviate from true values due to the method or mode of data collection (Web, mail, telephone, face-to-face). This deviation can stem from factors such as question design, how respondents perceive questions, or the mode’s influence on the response process. In face-to-face interviews, respondents may give more socially desirable answers due to social desirability effects, leading to measurement bias.