During the early part of 2000, over 1,600 interviews were conducted across America with adults over 18 years of age. Conducted by a professional research company, the IOOW interviews averaged 43 minutes in length and covered over 200 questions on beliefs, values, spirituality, and lifestyle. The sampling, controlled by age, gender and geography, was based on the twelve standard U.S. Census regions, with an overall margin of error of plus or minus 1.5%. The survey had a remarkably low incidence of mid-termination, as the questions asked held deep meaning for the respondents and kept them actively engaged in the process.

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