Investigating moral intensity with the World-Wide Web: a look at participant reactions and a comparison of methods

This paper reports the results of a vignette- and questionnaire-based research project over the World-Wide Web investigating the influence of moral intensity (MI) on decision making in a business context. A qualitative analysis of the feedback in terms of e-mail communications was used to provide insights into the reactions and responses of participants to both the research method and the topic of research. Implications are discussed, and some methodological recommendations are derived. Second, analysis of the quantitative results of the Web-based questionnaire administration indicated that three of the six MI components were particularly important determinants of several outcome variables. This pattern of results essentially replicated findings yielded by a previous mail administration of the survey, even though a smaller amount of variation in the outcome variables was accounted for. Neither occupational background nor the region of origin of participants measurably influenced the results.