Random Digit Dialing: A Comparison of Methods

This study explores and empirically examines the issues of efficiency and accuracy of alternative telephone survey methods currently used by the marketing and advertising research industry. Specifically, the article compares the conventional telephone directory-based sampling procedure with two rand...

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Bibliographic Details
Published inJournal of advertising Vol. 14; no. 4; pp. 36 - 43
Main Authors Segal, Madhav N., Hekmat, Firooz
Format Journal Article
LanguageEnglish
Published Provo Taylor & Francis Group 01.01.1985
Board of Directors, American Academy of Advertising
Taylor & Francis Ltd
Subjects
Advertising Research
Age
Characteristics
Computers
Data collection
Demographics
Demography
Denial
Head of household
Households
Marketing
Methods
Numbers
Polls & surveys
Public opinion
Random samples
Research methods
Statistical data
Survey Methods
Telephone directories
Telephone numbers
Telephone Surveys
Telephones
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Summary:This study explores and empirically examines the issues of efficiency and accuracy of alternative telephone survey methods currently used by the marketing and advertising research industry. Specifically, the article compares the conventional telephone directory-based sampling procedure with two random digit dialing (RDD) procedures on bases such as: completion rate, refusal rate, termination rate, non-working rate, and business number rate. The study also examines the differences based on demographic characteristics and media habits of household heads surveyed.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1985.10672969