Effect of Topic Sensitivity on Online Survey Panelists’ Motivation and Data Quality

Abstract

This research investigates the effect of topic sensitivity on panelists’ motivations and data quality. An Internet survey in which topic sensitivity varied (high, low) was conducted with panelists using the Survey Participation Inventory (SPI). A two-factor structure based on intrinsic versus extrinsic motivations was used to cluster respondents. A two-way factorial MANOVA between the sensitivity conditions and clusters assessed self-report data quality, completion time, extreme response style, and response dispersion. Panelists’ motivations decreased in the high sensitivity topic condition. However, extrinsic rewards appeared to fortify intrinsic motives without seriously compromising data quality for panelists asked to respond to sensitive questions.

Acknowledgements: The authors are grateful to the three anonymous reviewers for their helpful comments and suggestions to earlier versions of this paper. The authors also wish to thank Noushin Laila Ansari, graduate assistant and MBA candidate at Anderson School of Management, UNM, for her assistance with data analysis.