A nationwide telecommunications company, "ConnectNet," wants to evaluate customer satisfaction with its new mobile app. The company has a customer base of 500,000 users across the country. To gather feedback, the company randomly selects 50 customers and sends them a survey asking them to rate their satisfaction with the app on a scale from 1 to 10 Of the 50 customers, 40 responded, and the average satisfaction score was 8.7 Based on this, the company concludes that the new mobile app is well-received by its customer base. What is the primary issue with this study?
Only 40 of the 50 selected customers responded, so the reported average of 8.7 reflects respondents rather than everyone who was sampled. If the 10 nonrespondents feel differently about the app, the result may not represent the customer base; this is non-response bias. The random selection helps reduce sampling bias, but it does not eliminate bias caused by people not replying.
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