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Sensitive Questions in Online Surveys: Experimental Results for the Randomized Response Technique (RRT) and the Unmatched Count Technique (UCT)

Author

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  • Elisabeth Coutts
  • Ben Jann

Abstract

Gaining valid answers to so-called sensitive questions is an age-old problem in survey research. Various techniques have been developed to guarantee anonymity and minimize the respondent's feelings of jeopardy. Two such techniques are the randomized response technique (RRT) and the unmatched count technique (UCT). In this study we evaluate the effectiveness of different implementations of the RRT (using a forced-response design) in a computer-assisted setting and also compare the use of the RRT to that of the UCT. The techniques are evaluated according to various quality criteria, such as the prevalence estimates they provide, the ease of their use, and respondent trust in the techniques. Our results indicate that the RRTs are problematic with respect to several domains, such as the limited trust they inspire and non-response, and that the RRT estimates are unreliable due to a strong false "no" bias, especially for the more sensitive questions. The UCT, however, performed well compared to the RRTs on all the evaluated measures. The UCT estimates also had more face validity than the RRT estimates. We conclude that the UCT is a promising alternative to RRT in self-administered surveys and that future research should be directed towards evaluating and improving the technique.

Suggested Citation

  • Elisabeth Coutts & Ben Jann, 2008. "Sensitive Questions in Online Surveys: Experimental Results for the Randomized Response Technique (RRT) and the Unmatched Count Technique (UCT)," ETH Zurich Sociology Working Papers 3, ETH Zurich, Chair of Sociology.
    • Handle: RePEc:ets:wpaper:3
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    References listed on IDEAS

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    1. Andrei Postoaca, 2006. "The Anonymous Elect," Springer Books, Springer, number 978-3-540-29030-8, December.
    2. Gerty J. L. M. Lensvelt‐Mulders & Peter G. M. Van Der Heijden & Olav Laudy & Ger Van Gils, 2006. "A validation of a computer‐assisted randomized response survey to estimate the prevalence of fraud in social security," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 169(2), pages 305-318, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    sensitive questions; online survey; randomized response technique; unmatched count technique; item count technique; methodological experiment;
    All these keywords.

    JEL classification:

    • C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access

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