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KN Boosts Cellphone-Only Sample
US firm Knowledge Networks (KN) has integrated address-based sampling (ABS) into the recruitment process for its custom research panel KnowledgePanel, in order to increase its representation of cellphone-only households, Hispanics and other groups.
This new sampling approach addresses the trend of 'cord cutting', whereby households cancel landline telephone services in favour of exclusive use of cellphones - an issue which the firm says makes it difficult or impossible to reach many households.
Because of cord cutting and other factors, the landline-only telephone frame used by many survey researchers now covers as little as 74% of US households. By contrast, KN says its new KnowledgePanel approach will represent 99% of the US population by the end of 2009.
'The research industry has seen a decline in online panel representation among some key demographic groups - such as those aged 35 or younger, who are more likely to be cell phone only,' said Mike Dennis, SVP of KN's Government & Academic Research. 'Our application of address-based sampling provides a cost-effective, scientific method of reaching these young individuals that does not require hand-dialing their cell phones.'
After receiving a KN mailing, chosen households can join the panel by return mail, telephone, or online registration. The firm will also continue recruiting panel members by phone using randomly dialed landline telephone numbers. KN says it never turns down chosen households because of their Internet status, nor does it accept volunteers for any of its online research.
Earlier in the week, online video research solutions provider QualVu partnered with KN to deliver its qual research technology VideoSurvey as part of KN's KnowledgePanel quant surveys.
Web site: www.knowledgenetworks.com .
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