Channel Mum's survey on attitudes toward breastfeeding attracted a lot of media coverage this week. While it's good to see the issue of breastfeeding getting ink and airtime, it is concerning that very little attention has been given to the survey's methodology.
I did some digging around and it appears that Channel Mum recruited its sample through its social media channels. Its invitation on Facebook (pictured), for example, announced that prospective, new, and experienced mothers who took the survey would have a chance of winning an iPad.
It's not clear if the respondents were screened to ensure they were actually mothers and not just pretending to be mothers because they hoped to win an iPad. It's also not clear if Channel Mum attempted to balance its sample to ensure it represented all British mothers instead of, perhaps, mothers who have an axe to grind about breastfeeding.
One thing is clear though. Channel Mums didn't have any difficulty bottle feeding its survey to the media: