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Most of the research work in the theory of survey sampling only deals with the sampling errors under the assumptions: (i) there is a complete response and (ii) recorded information from individuals is correct but in practice it is not always true. Non-sampling errors like non-response and measurement errors (MEs) mostly creep into the survey and become more influential for estimators than sampling errors. Considering this practical situation of non-response and MEs jointly, we proposed an optimum class of estimators for population mean under simple random sampling using conventional and non-conventional measures. Bias and mean square error of the proposed estimators are derived up to first degree of approximation. Moreover, a simulation study is conducted to assess the performance of new estimators which proves that proposed estimators are more efficient than the traditional Hansen and Hurwitz estimator and other competing estimators. [ABSTRACT FROM AUTHOR]