Using Address Frame Sample to Identify Cell-Phone-Only Households

1
Using Address Frame Sample to Identify
Cell-Phone-Only Households

• Anna Fleeman
• Address-Based Sampling Panel
• Sponsored by WSS and DC-AAPOR
• Washington DC November 2009

2
Presentation Outline

• Background
• Arbitrons ABS/CPO Testing
• ABS/CPO Radio Ratings
• Summary

3
Background

• Growing concern about viability of landline phone
  frames
• Importance of including CPO households in survey
  research
• Very costly to reach CPO households via RDD cell
  phone frames
• Federal regulations require hand-dialing
• Reduced contact cell is personal
• Lower cooperation rates cant send prealerts

4
Background

• After several years of cell RDD testing, Arbitron
  investigated address-based sample frames in 2007
  and 2008
• Possible to reach CPO HHs using address frames
  via a mail questionnaire?
• The effectiveness of mail surveys when phone
  contact is not possible?
• More cost effective than cell RDD?

5
ABS/CPO Testing

• Fielded in 7 markets late 07 and early 08
• MSG provided the address sample and matched a
  phone number if available
• 40 could not be matched
• Interest was the no-phone sample
• By default, contains 99 of all CPO HHs
• Some cell numbers are matched
  to addresses

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ABS/CPO Testing

• Sent questionnaire asking about media behavior,
  demographics, cell/landline ownership
• Requested contact info goal get phone
• 2 prepaid and 5-30 promised incentive for
  returning (mail, phone, or Web)
• 2nd request made if no response to 1st

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ABS/CPO Testing
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Questionnaire
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Questionnaire
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ABS/CPO Testing

• Nearly a 30 response rate
• 45 reported CPO status
• 2,058 CPO HHs provided a cell phone number on
  which to reach them
• 53 of Hispanic HHs were CPO
• CPO HHs significantly smaller than LL HHs

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ABS/CPO Testing

• No-phone address sample clearly a way to reach
  CPO HHs
• Of qnaires mailed, CPO HH yield was 10
• When RDD sample used, yield was 4
• Less expensive than cellular RDD
• CPO characteristics equivalent whether reached
  via RDD or address frame

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ABS/CPO Radio Ratings

• Would they participate in the diary-based Radio
  Ratings?
• Key for Arbitron
• In Spring 2008, conducted diary placement and
  return test with 2000 CPO HHs
• Followed standard methodology
• Prealert letter/, phone contact to place diaries
  using autodialer, up to 3 reminder calls,
  Promised incentive for returning diaries

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ABS/CPO Radio Ratings

• 70 of CPO HHs agreed to participate in the
  diary-based Radio Ratings
• Nearly double than landline sample (control)
• Nearly 2,700 radio-listening diaries sent
• Seven-day, self-administered diaries for HH
  members age 12 or older, bilingual if Hispanic HH
  
• 72 returned a completed diary
• Several points greater
  than landline (p .00)

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ABS/CPO Radio Ratings

• More than double the number of 18-34 year old
  diarykeepers in CPO sample (p .00)

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Summary

• Decided to implement ABS as a way to include CPO
  HHs in the Radio Ratings
• CPO yield greater than cellular RDD
• Less expensive than cellular RDD
• Inclusion of hard-to-reach demos
• High performance rates for the Radio Ratings
  Survey
• As of Fall 2009 survey period, all PPM and Diary
  markets include CPO HHs

16
Thank You

• anna.fleeman_at_arbitron.com