When some of the questions that must be asked request personal or confidential information, it is better to locate them at the end of the questionnaire. If such questions appear early in the questionnaire, potential responders may become too disaffected to continue, with nonreturn the likely result. However, if they reach the last page and find unsettling questions, they may continue nevertheless or perhaps return the questionnaire with the sensitive questions unanswered. Even this latter result is better than suffering a nonreturn.