ACTUA NEWS
19/05/2010: ESOMAR
Background and purpose
The relative coverage of fixed landline phones is falling rapidly
worldwide and according to recent estimates, over 20% of households in
the US are mobile only and less than 70% of households in Europe have a
landline. The picture is similar in Asia and Latin America, where many
households jumped straight into mobile usage without ever having had a
landline. All this means that fixed line coverage alone is now too low
to gain a representative research sample in many countries.
In response to this trend, ESOMAR has issued a new Guideline on
research via mobile phone with the aim of promoting professional
standards, best practices, and respectful relationships with the
individuals being called.
Read more...