Exploring Topic Sensitivity and Managers’ Likelihood to Participate in Internet Surveys: A Research Note

Abstract

This study explores the relationship between sensitivity and topic importance to a manager and the likelihood of participation in an Internet-based survey on such topics. An Internet-based survey of business managers in Italy was conducted to measure sensitivity of 12 typical survey topics, the personal importance of each topic to a manager, and the manager’s likelihood of participation in a survey of each of a subset of five topics from the total. Findings suggest that managers are most likely to participate in surveys about topics that are personally important to them, even when such topics are perceived as being sensitive.