Effect of Topic Sensitivity on Online Survey Panelists' Motivation and Data Quality. Issue 1 (2nd January 2017)

• Record Type: Journal Article
• Authors: Roster, Catherine A.; Albaum, Gerald; Smith, Scott M.
• Is Part Of: Journal of marketing theory and practice. Volume 25:Issue 1(2017)
• Page Start: 1
• Page End: 16
• Publication Date: 2017-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1205449
• Languages: English
• ISSNs: 1069-6679

Abstract

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.