In the course of survey research several topics have developed a reputation for being ‘sensitive’. In short this means the topical areas are perceived to be just short of off limits by the culture we live in. Examples include cultural diversity, recreational drug use, sexual activity, alcohol use, thoughts on investment and other income-related issues, etc. There is a tendency on the part of the respondent to provide a ‘perceived’ correct answer, based upon cultural norms. This inclination increases if the survey is administered in person and decreases if it is administered via an online survey platform.
As researchers we ourselves need to be sensitive to these issues and adapt our survey design and implementation accordingly. For example, in creating an employee attitude survey to measure thoughts on diversity in the workplace we need to reassure the participant that his or her responses will be completely confidential. In the example below a university president solicits input from her faculty and staff:
I would appreciate your completing the survey in the next week. The survey is anonymous and no responses are linked to any name, so please take this opportunity to be direct and candid. We only get a report on who has/hasn't completed the survey so that reminders can be sent to non-respondents. Your responses will help us better serve the university community and continuously improve the connections among faculty, staff, and students.
The president, who in the case of an employee survey is the best person to be sending the invitation, noted explicitly that survey responses were anonymous. She further encourages respondents to be open and candid with their opinions. Regarding workplace topics human resource departments first should consider a survey, as they are the best tool for gathering opinions on sensitive topics. Second, in order to add another layer of perceived anonymity, the use of neutral third-parties or outside vendors should be considered.
Assessing group opinions on culturally sensitive topics is best handled anonymously. Participants are less likely to give biased responses when they can provide feedback by online survey. The information gained from this type of HR internal customer survey can help guide companies through the often challenging waters of organizational change.