Writing Survey Invitations: Six Points to Cover
Posted by Jeffrey Henning on Mon, Feb 09, 2009
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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