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Firstly, respondent must be motivated to click on the survey URL by introduction, banner on websites or email. When the respondent clicks on the survey URL, he/she must then be motivated to fill out the survey. This is done by creating a good introduction to a survey. Using title of the survey and short introduction we present background of a survey and framework of a survey and at the same time ready respondents for answering to a survey. We must be careful that introduction is really good and will be able to convince respondents into filling out this survey.
Introduction must be short and must at the same time include following information:
Some emphasis should also be put on the language, because respondents must know what we want from them. If the intention is to reward respondents for cooperation it is good to mention this in the introduction and also mention how that reward can be collected. If the data will be published, you have to alert respondents of this fact. You should also state when and where the data will be published.