if it has to be longer because of the nat- ure of your research, think about whether your respon- dents will actually take the time to fill it in. Some people will do so if they feel there is some personal benefit to be gained. This is why long consumer behaviour sur- veys offer entry into large prize draws for completed ques- tionnaires. If your budget is limited, you might be able to offer a copy of the final report or other information which may be of use to the respondent as an incentive.