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Cell Phones for ORC's CARAVAN
Infogroup company ORC is adding a cell phone sample option to its CARAVANŽ Telephone Omnibus, 'designed to reflect the growing importance of cell phone usage nationwide'.
The twice-weekly random digit dial (RDD) survey uses a nationally projectable sample of 1000 adults, now with the option of supplementing with 250 cell phone users.
The firm says the combination of cell phone and land line samples 'will help clients gain access to the most representative population while retaining the benefit of omnibus pricing'.
SVP and CARAVAN Director Wayne Russum says the option gives clients the ability to examine an 'important and growing segment of our population'. He adds: 'In the past few years, the cell phone has become an increasingly important part of the American way of life. For some, it has become the primary and in several cases, the only source of telephone contact. This is particularly true of young adults in the 18-35 age bracket.'
Russum believes the move will also future-proof the survey: 'While traditional RDD sampling currently remains a viable way of polling the general US population, eventually any sample will need to incorporate cell phone interviewing to be truly projectable.'
Established for more than 40 years, the CARAVAN suite includes Telephone Omnibus, Teen/Pre-Teen, Online, Small Business and International. Web site: www.opinionresearch.com/us/omnibus .
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