Radio surveys via fixed and mobile telephone

This paper describes why and how the population which can only be reached by mobile phones (10% of the population in France) has been included in the French Radio audience survey.

Radio Surveys Via Fixed and Mobile Telephone

Emmanuelle Le GoffMédiamétrie, France

Jérôme NéraudauMédiamétrie, France

INTRODUCTION

Telephone Surveys

The use of telephones has existed since the advent of surveys, in a very wide variety of fields. In fact, the telephone is now often favoured above face-to- face contact, for many reasons (easy to control, the uniform nature of conducting questionnaires, the ease of access to the targeted people or households, reduction of costs and higher population sample size). Although it may be easier to refuse to respond to telephone surveys than it is speaking face-to-face, the depersonalization and neutrality...

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