Sampling Frame

For decades, the sampling methodology of random digit dialing (RDD) has served survey researchers as a reliable workhorse. This reliance, however, has become challenging with the inherent mobility of cellphones, which are rapidly comprising much of the sampling frame. It is estimated that at the county level, more than half of cellular numbers do not reach a geographically eligible respondent.

Undoubtedly, Address-Based Sampling (ABS) provides the best coverage for any survey area, regardless of its geodemographic characteristics. With an ABS frame it is possible to accurately target very small areas such as Census blocks or the few households sharing a ZIP+4. This unmatchable coverage accuracy becomes even more appealing when the DSF is enhanced, whereby via geocoding each address to a unique latitude and longitude, a wealth of ancillary data is appended to each address from public and commercial databases.