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Writing Survey Invitations: Six Points to Cover

 
I've been reading Patrick Glaser's "A Playbook for Creating Survey Introductions for Online Panels".  Among other things, he provides a useful outline for a survey invitation, along with example phrases.


Example 1

Example 2

Intro/Basic Appeal

Your Opinion Counts!                             

You've been selected for a research study!

Importance of Participation

Your participation in this survey will help improve products and services

Your participation in this survey will help make improvements to a government program

Survey Subject Matter

We'd like to know your thoughts about gasoline prices

We'd like to know your thoughts about dairy products

Flexibility/Time Burden

We only need to ask you about 10 questions

This survey will only take a few moments of your time

Incentive Offered for Participation

Participate and $5 will be credited to the credit card of your choice

Get a free copy of the results after you participate!

Privacy/Data Confidentiality

As member of the Better Business Bureau we take your privacy seriously and will respect your confidentiality

Your privacy is important to us, your answers will be combined with others, and will never be linked with you personally


To see the affect of key phrases and concepts on response rate, Glaser tested randomly-generated invitations using a bank of six phrases per section.  It's a useful reference for anyone who regularly writes survey invitations to panelists:  it's free to CMOR (Council For Marketing and Opinion Research) members, $25 for non-CMOR members.  Request the "Respondent Cooperation Playbook".

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Comments

Very helpful tips Jeff. I like the way you analyze the process.
Posted @ Friday, April 09, 2010 9:14 AM by PW
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