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Survey methodology refers to the overall strategy and method used to conduct a survey. When conducting a survey, researchers need to decide on the type of survey they will use, such as mail, phone, or online.
In this exercise, a mail survey was chosen. It is crucial to ensure that the sample collection is random to avoid bias. The independent researcher mailed 10,000 questionnaires to randomly selected adults, which is a good way to start because it aims to gather a variety of responses from different people.
However, the method used to reach participants is only one part of survey methodology. Researchers must also consider

• questionnaire design,
• the clarity of questions, leading to fewer misinterpretations,
• and the process for following up with non-respondents.

These factors all contribute to the effectiveness of the survey and the quality of the data gathered.

Non-response bias occurs when a significant portion of the selected sample does not respond to the survey, leading to a non-representative and potentially skewed dataset. In this study, only 152 out of 10,000 questionnaires were returned. This represents a response rate of only 1.52%, which is extremely low.
With such a low response rate, the results may not accurately reflect the broader population's opinions or behaviors. People who chose to respond might have had different characteristics or opinions than those who did not respond.
To address non-response bias, researchers can

• send reminders to non-respondents,
• offer incentives for completing the survey,
• or use statistical adjustments to account for differences between respondents and non-respondents.

By taking these steps, they can potentially improve the response rate and reduce the bias in their results.

There are several data collection methods available for conducting surveys, each with its own advantages and disadvantages. The choice of method depends on various factors, including the target population, budget, and the type of data needed. The main data collection methods include:

• Mail surveys: These are cost-effective and can reach a wide audience, but often suffer from low response rates, as seen in the exercise.
• Phone surveys: These allow for follow-up questions and real-time clarification but can be costly and may have a lower reach if people do not answer unknown calls.
• Online surveys: These are increasingly popular due to their convenience and cost-effectiveness. They allow for quick and easy data collection but might exclude people without internet access.

Each method also requires careful planning in terms of

• sampling strategy,
• questionnaire design,
• and follow-up procedures

to ensure that the data collected is reliable and valid. In the context of our study, using a mix of data collection methods might have resulted in a higher response rate and more accurate data.