Topic Sensitivity and Internet Survey Design: A Cross-Cultural/National Study

Abstract

Topic sensitivity has not been widely studied, especially at the cross-cultural level of analysis, despite its potential effect on data quality and quantity across multiple data collection modes. Internet surveys are fast becoming the preferred mode for survey delivery as they afford researchers convenient use of design options such as "forced answering" (FA) that can virtually eliminate item nonresponse error. This study examines the impact of topic sensitivity on the use of FA and the "prefer not to answer" (PNA) response option on completion rates for Internet-based surveys in two different cultures/countries-the United States and Hong Kong. The findings generally support prior research concerning the lack of effects of FA, regardless of whether a PNA response option is employed. However, the results also reveal that topic sensitivity can vary widely across cultures/countries, which suggests that topic sensitivity should be regarded as a cultural emic in cross-cultural research studies.