Market Research Quarterly
Fall, 2009 |
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Reaching Cell-Phone Only Households 
More and more American households that use cell phones are not using landline phones anymore, creating growing challenges for researchers interested in collecting representative data. Cell phone only households (CPO) will not be reached using traditional survey methods. Findings from the last half of 2008 indicated that 20% of American households use a cell phone only, up 3% from the first half of 2008.1 An additional 15% of American households are cell-phone-mostly (CPM), who receive all or most of their calls via cell phone even though they have a land-line.1 Combined, over 1/3 of American households may be left out of survey research and polls conducted using traditional methods. Moreover, cell phone only and cell phone mostly households differ in their opinions and demographic make-up.
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| Online vs. Phone Data Collection
 Statistics show that the use of online surveys is steadily increasing, but there still remain many project scopes where telephone data collection is the most appropriate approach.
Inside Research estimates that U.S. expenditures for online research will increase by 5% in 2009, matching a 5% increase in 2008. Because of this growth in online data collection it is important to understand the advantages and disadvantages of the methodology, and to know what factors indicate when a traditional phone survey is required.
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Conjoint Without the Jargon - an Introduction
(Article 1 of 3)
Conjoint analysis (often referred to as Trade-off) is a robust market research method for understanding the value buyers place on product and service features. Rather than asking respondents to directly score the importance of each feature individually, scores are derived by observing the selections made when presented with different product or service profile options. This information is then used to predict how features are related to desirability and price.
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