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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

A Cross National Study of Topic Sensitivity:

Implications for Web-Based Surveys

Author(s): Gerald Albaum, Catherine A. Roster, Scott M. Smith

Citation: Gerald Albaum, Catherine A. Roster, Scott M. Smith, (2012) "A Cross National Study of Topic Sensitivity: Implications for Web-Based Surveys," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 71 - 82

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Topic sensitivity can have a direct bearing on Web survey design choices such as whether to use forced

answering and whether to offer non-substantive response options, like “prefer not to answer.”

Respondents from six diverse nations/cultures rated sensitivity of a list of 11 topics that might be the focus

of a marketing research study. Differences among the cultural sub-samples were found for 9 of 11 topics.

Findings indicate that perceived sensitivity of topics is emic- rather than etic-bound, which implies that

cross-national researchers should not assume generalizability of topic sensitivity.