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Activity Number: 5
Type: Invited
Date/Time: Sunday, July 31, 2016 : 2:00 PM to 3:50 PM
Sponsor: Government Statistics Section
Abstract #318180 View Presentation
Title: Dual Frame RDD Survey Costs: Landline vs. Cell Phone Comparisons
Author(s): Paul John Lavrakas* and Thomas M. Guterbock and Grant Benson
Companies: Self-Employed and University of Virginia and University of Michigan
Keywords: RDD surveying costs
Abstract:

In the fall of 2015, the Costs Committee of AAPOR's Task Force on the Future of General Populations Telephone Surveys fielded a web-based survey of organizations that conduct U.S. dual frame RDD telephones surveys. Organizations were recruited by direct invitation, postings to survey research listserves, and via email invitations from survey sample vendors to their client organizations. The data gathered in the questionnaire included detailed information about the production rates associated with conducting dual frame RDD surveys broken out for the landline and cell phone sides of the survey. In total, information about nearly 50 dual frame RDD surveys conducted in the past three years by 30 research organization was gathered. The cost of cell phone interviewing has gone down relative to landline interviewing, compared to earlier studies. The change in the cell-to-landline cost ratio is a product of recent enhancements to cell phone RDD frames that allow active cell phones to be identified, as well as the declining productivity of landline RDD. The data analysis also identifies key drivers of the varying cost ratios of cell phone to landline calling.


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