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It is essential to present a brief purpose of the survey that will make it meaningful and give respondents a reason to complete it carefully before answering the first question.

With this in mind, it is important not to include too much information in the introduction, as over information about the nature of the survey may lead to respondent bias.

Focus on including the following information:

  • what is the purpose of the survey,
  • how long will it take to complete the survey,
  • an explanation of how to complete the survey, if necessary,
  • ensuring the anonymity of respondents,
  • determining what the feedback will be used for.
The style of introduction is also essential, so make sure to:
  • greet the respondent "Ladies and Gentlemen, Dear employees,"
  • you can also greet the respondent using hidden variables,
  • divide the introduction into several paragraphs to make it more readable,
  • thank the respondents in advance for taking the time to complete the survey,
  • add the company logo to the welcome page so that the respondent knows who the survey comes from.

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