Introductory Letter

Writing an Effective Survey Introduction Increases Response Rates and Improves the Quality of Data

The introduction to a survey serves several essential purposes. The introduction must explain what the research is about, capture the interest of the participant, and convince them that their participation is valued and an important contribution to the success of the project. The introduction should also make it clear that accurate data is essential and that the respondent should be forthcoming and explicit in their answers.

Often introductions are written as a brief paragraph or two at the top of the instrument. However, there are times when a separate cover sheet will be needed and may provide greater credibility and encourage a higher response rate. Use letterhead when developing separate letters. For on-line surveys keep the introduction to less than a page, about three paragraphs, for mailed surveys keep the introduction to a single page.

Click here to see a list of items which should be covered in the introduction, or here for an example of an introductory letter.