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Reaching cell-only households. Cell phone interviewing reaps many benefits
that are similar to landline surveys, such as computer-assisted telephone
interviewing (CATI) and short fielding periods.
Interviewing young adults. Landline-based telephone surveys have lost their effectiveness
in reaching young adults. Although 18-34 year-olds have all but disappeared from landline surveys,
our study indicates that they can be reached on their cell phones and are willing to participate in
cell phone surveys.
Respondent availability. Cell phones provide direct communication to respondents,
particularly young adults, at virtually any time of day. Our research suggests that
most respondents have their cell phones on all or most of the day. Survey attempts
can be dispersed evenly throughout day and evening hours, and remain productive.
Costs to the respondent. The most obvious barrier is related to cost, specifically
what the respondent will be charged for the incoming call. One way to overcome this is to
offer an incentive or gift to the respondent. See
our recommended guidelines for a
description of an incentive.
Cost per interview. Even though the cost-per-interview comparison between a
landline interview and a cell phone interview may indicate that the cell phone
one is more expensive, it is important to consider that the cell phone survey
may in fact provide cost savings in the long run when trying to contact certain
populations that would be difficult, or impossible to interview, via landlines—such
as young people (especially males), busy professionals, single persons, and renters.
Sampling methods. Traditional RDD (random digit dial) sampling has built on efficiencies
inherent in the telecom system. Cell phone sampling methods are not yet as fully developed.
As the cell phone proliferation continues, and researchers such as Macro explore ways to
conduct research for this new telecommunications landscape, sampling methods and other
efficiencies will improve.
Cell phone culture. Cell phones are highly personalized modes of
communication. When called by a stranger, cell phone respondents may be surprised.
Over time, cord-cutters will most likely become more accustomed to non-personal calls
on their cell phones. Macro carefully tailors guidelines
and calling protocols to
smooth cell phone data collection.
Download a copy of our cell phone research white paper.
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