Scarborough Expands Cell Phone-Only Sample

By: E&P Staff

Scarborough Research has expanded its cell phone-only sample to 20 additional markets, effective with the second 2010 release of data in October.

The markets are: Albany, N.Y.; Atlanta; Baltimore; Charlotte, N.C.; Chattanooga, Tenn.; Des Moines, Iowa; Fresno, Calif.; Jacksonville, Fla.; Kansas City; Knoxville, Tenn.; Lexington, Ky.; Memphis, Tenn.; Milwaukee, Wis.; Phoenix, Rochester, N.Y.; San Diego; Salt Lake City; Seattle; Toledo, Ohio; and Tulsa, Okla.

In August 2009, Scarborough started cell phone-only (CPO) samples that target households with no landlines in 10 markets. The additional ones bring the total to 30 markets.

“CPO enhances our sample composition among traditionally hard to reach young and multicultural populations,” Steve Seraita, Scarborough’s executive vice president/sales, said in a statement. “We are enthusiastic and confident in our ability to deliver our clients consistently reliable data that is properly representative of today’s consumers.”

Scarborough employs an address-based sample to identify cell phone-only households. This CPO sample is combined with the company’s traditional landline telephone sample frame currently used to collect data for its syndicated top tier market service.

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