User rights and respondent satisfaction do not receive enough attention

Extensive literature exists on what a survey invitation must include, e.g. an explanation why the survey is important, and why and how the respondent was chosen. Directions can also be found in codes of expert associations (e.g. the assurance of confidentiality). Careful crafting of the questionnaire can in many ways improve the questionnaire, as the respondent believes that his or her effort is valuable and useful. The survey should be as attractive and fun as possible, which can be achieved with substantive as well as design and other formal methods. It is also sensible to promise the respondents – if that is possible – that the results will be made publicly available. Even smaller gifts can be given to respondents to thank them for their participation.

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