To be precise with your phone surveys, don’t neglect mobile

To be precise with your surveys, you must not neglect mobile

As the balance of exclusive mobile phone vs landline users has shifted, telephone surveys have included cell phones proportionally.  There are still constraints, as landlines are identified by geography and defined as a ‘household’ in comparison to cell phones that are owned by individuals and can roam around the country. Even though landlines are cheaper and get answered more frequently than mobile, pollsters cannot neglect cell phones as they are an essential tool to extend a survey’s reach – especially in emerging markets and niche or difficult target groups.

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