In other words, even though some big data sources are non-reactive, they are not always free of social desirability bias, the tendency for people to want to present themselves in the best possible way.
Ngamanye amazwi, yize noma ezinye imithombo enkulu yedatha ingasebenzi, akuzona zonke izifiso zokuzijabulisa zomphakathi, ukuthambekela kwabantu okufuna ukuziveza ngendlela engcono kakhulu.