Scarborough to Include Cell-Phone Users in Samples

By: E&P Staff Scarborough Research announced Wednesday that it will incorporate cell phone-only users into its sample for syndicated local market studies. The sample expansion begins this summer for data released in the spring 2010.

Cell phone users will be combined with adults surveyed via traditional landline telephones for top-tier local markets.

"The addition of the cell phone-only sample frame underscores Scarborough's commitment to responding to sample coverage changes with a goal of ensuring that our clients are utilizing quality, reliable consumer data," Gregg Lindner, executive vice president of research and operations at Scarborough, said in a statement. "Our new procedures represent the leading methods to reach the cell phone-only population while maintaining survey quality."

Ten markets will initially roll out with cell phone-only data: Austin, Texas; Oklahoma City, Okla.; Columbus, Ohio; Pittsburgh, Pa.; Denver; Portland, Ore.; Flint, Mich.; Sacramento, Calif.; Norfolk, Va.; and Syracuse, N.Y.