One of the main advantages of telephone surveys versus other research methods for conducting consumer market research has historically been census matching.  The concept of “census matching” refers to aligning respondent demographics as closely as possible with U.S. Census demographics for the applicable survey population.  Client budgetary considerations can often play an important role in how census matching is applied for a given research study.

The first step in designing a consumer market research study is determining whether census matching is needed.  This depends on whether the study is focused on obtaining a representative sample from a nationwide, regional, metropolitan, or other geographic area, as opposed to sampling from a select group of respondents.  For example, consumer market research of cell phone users with household incomes above $50,000 is by its nature not a census matching study.

Once it is determined that a telephone survey will use census matching, relevant census data can be obtained and the sub-quotas identified for the different demographics, such as gender, age, ethnicity, and household income.  At first blush, this seems simple enough. However, there are several factors that can quickly make this a far more expensive project.  One key cost factor is the type of sample that is used.  Other cost concerns include the manner in which the census demographics are nested, and whether cell phone interviewing is used.

In census match studies, telephone surveys are often used (instead of mail or online research surveys) due to the availability and affordability of random digit dialing (RDD) sample.  In a perfect world, and with enough calls, a consumer market research study using RDD sample should end up very closely matched with census demographics.  In practice, however, RDD telephone surveys are frequently supplemented with targeted listed sample so that particular demographics can be achieved and the costs of the project contained.  

For example, assume Study X is consumer market research of the Chicago metropolitan area using RDD sample with 600 total completes.  Also assume that a census match for ethnicity of Hispanic/Latino respondents is 16% of the respondents, among other demographics.  As the telephone survey nears completion, all sub-quotas are filled except for 20 Hispanic/Latino respondents.  Continued use of RDD sample would in theory reduce the incidence rate to 16% for this remaining group, but in the field it could be much lower.  By substituting listed sample for RDD sample for the remaining 20 respondents, Hispanic/Latino respondents can be targeted resulting in cost savings.

Another important cost consideration is how the RDD sample is nested when conducting the telephone surveys.  It is one thing to target different demographics such as gender, age, ethnicity, and household income as distinct categories; it is quite another to nest those categories and provide matching within each.  For example, it is an uncommon and more expensive consumer market research study that requires EACH age category (age range) to have its own census match based on gender, ethnicity and household income.  

Lastly, if telephone surveys are used for RDD sampling, strong consideration should be given to the use of cell phone sample for a portion of the consumer market research.  This increases the cost of the project since predictive dialers cannot be used with cell phone numbers.  Typically, the survey company can provide a cost quote with and without cell phone sample, so that a client can determine whether the budget allows for it.

As described above, telephone surveys using RDD sample for consumer market research has several layers of complexity that impact project costs.  In selecting a survey company, clients should obtain vendor quotes that specifically describe the type of sample that will be used, when/if listed sample will be used as a supplement, how the demographics will be nested (if at all), and whether cell phone sample will be used, and in which way.  Only then can an informed decision be made on how the consumer market research should be conducted given the project budget, and whether telephone surveys present a viable option.

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