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

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...