NEWS19 May 2011

German research body to study dual-frame phone samples


GERMANY— Research association ADM has announced a study to come up with empirically supported standards for conducting dual-frame telephone surveys.

The study aims to set out what proportion of samples should be made up of landline and mobile users, and come up with guidance for how to weight samples.

The ADM said that around 15,000 interviews will be carried out by member agencies as part of the study, with results to be made available to members.

ADM director Erich Wiegand said: “The number of mobile-only users is rising and is at different levels for different sections of the population. For that reason this group must be appropriately accounted for in sampling, so that samples are representative of the population.”

A Eurobarometer survey conducted in late 2009 found that 11% of German homes were mobile-only – below the European average of 25%.

  • The ADM’s board was re-elected for a further three-year term at a meeting last week. The board is composed of chairman Hartmut Scheffler of TNS Infratest, alongside Harald Hasselmann of Synovate and Bernd Wachter of Psyma Group.