As argued earlier, respondents are normally willing to spend time and effort on a questionnaire if they believe that they are contributing to a serious investigation. One factor that plays an important role in convincing them about this is the professional quality of the questionnaire. The tone and content of the printed instructions, the layout and typesetting of the items, and small details such as thanking the participants for their cooperation, can all contribute to the formation of a general good impression about the survey, which in turn affects the quality of the responses.
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