Survey methodology involves the design, implementation, and analysis of surveys to gather data from a sample of individuals or groups in order to make inferences about a larger population. This research area focuses on the development of survey instruments, sampling techniques, data collection methods, and data analysis approaches to ensure that the results of surveys are reliable, valid, and generalizable. Survey methodology is used in a wide range of fields, including social sciences, market research, public health, and demography, to gather information on attitudes, behaviors, opinions, and other relevant variables.