Thursday, June 01, 2006

The Cell Phone Challenge to Survey Research

Below are some excerpts an eMarket.com article release by the Pew Research Center regarding how mobile phones might be changing the art of polling...some nice findings (and I think Pew hijacked a few questions from a late 2005 survey we did at Arketi for our friends at Sprint...we will take that as a compliment!)

A new survey from the Pew Research Center, shows that not only are many Americans now relying solely on their mobile phones for telephone service, many more are considering giving up their landline phones. As the report says, "This trend presents a challenge to public opinion polling, which typically relies on a random sample of the population of landline subscribers."

The Pew researchers concluded that "including cell-only respondents with those interviewed from a standard landline sample, and weighting the resulting combined sample to the full US public demographically, changes the overall results of the poll by no more than one percentage point on any of nine key political questions included in the study."

For more detailed findings from the Pew Research Center study, click here.

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