The reliability of the data: will the people say what they really think?
Steps taken to overcome the bias
Validity of sample. (a low percentage of people responded in the engagement survey. This is another area of concern.) You can mention sampling bias (people only tend to respond to surveys if they have strong opinions either way). Again you can talk about what steps you took to make the sample a valid representation of the sample population.
Were the questions neutral? How was the survey conducted? What affects might that have had? Why did you choose a questionnaire and not some other sampling technique? Are we going for qualitative or quantitative results and why?
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