The New York Times publishes an interesting (?) article about how cellphones are affecting the accuracy of poll sampling. Because more and more people only have a cellphone and no land line and cellphones are not geographically based, this brings problems. The article says…
“Since the 1970s, pollsters have relied on sampling techniques that depend on talking with people on their home land line telephones”
Maybe it’s time to change sampling techniques, the industry should adapt to what’s happening in the real world. It’s funny how the article doesn’t mention Internet research at all, only a little (dismissive) comment at the end:
“Until Internet polling gets a decent sampling frame, telephone surveys are necessary, and we can’t exclude cellphones from telephone polling,” said Martin Frankel
Would love to know how Internet polling is not as decent as telephone polling. With over 70% penetration in the US, I don’t see why it shouldn’t be the perfect complement to telephone.
You can read the article here…
Cellphones Challenge Poll Sampling [ New York Times]
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