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 • Arbitron’s 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 – can’t 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

6. 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

7. ABS/CPO Testing

8. Questionnaire

9. Questionnaire

10. ABS/CPO Testing • Nearly a 30% response rate • ~45% reported CPO status • 2,058 CPO HHsprovided a cell phone number on which to reach them • 53% of Hispanic HHs were CPO • CPO HHs significantly smaller than LL HHs

11. ABS/CPO Testing • No-phone address sample clearly a way to reach CPO HHs • Of q’naires 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

12. 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

13. 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)

14. ABS/CPO : Radio Ratings • More than double the number of 18-34 year old diarykeepers in CPO sample(p ≤ .00)

15. 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@arbitron.com