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Including cell phone samples with RDD landline samples in telephone surveys present many issues that researchers must consider. AP-GfK pollsters employed a telephone methodology that addressed concerns about coverage and non-response error.
Including cell phone samples with RDD landline samples in telephone surveys present many issues that researchers must consider. Now that a substantial number of people are living in households with only cell phones, one must decide whether to include a cell phone frame and, if so, whether to screen for the cell phone only (CPO) portion of the frame or to include those contacted by a cell phone number who also have a landline phone at home. Additionally, one must consider how much each frame should contribute to the total and how these sample portions should be pieced together through weighting.
AP-GfK pollsters, in conducting pre- and post-election polls, concerned about possible coverage and non-response error employed a dual-frame cell phone/landline telephone methodology. Data from these polls yield four important considerations:
To learn how our dual-frame cell phone/landline telephone methodology works, please dowload our complimentary white paper, Cell Phone and Landline--Considerations for Sample Design, Estimates, Weighting, and Costs.
-April 2010
This content was provided by GfK Custom Research North America. Visit their website at www.gfkamerica.com or read their blog.
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