Ipsos Omnibus Adds Cell Phone Dialling

In the US, Ipsos' Omnibus Division has added cell phone dialling to its telephone omnibus, in an attempt to offer clients improved respondent representation.

A recent study conducted by the Center for Disease Control (CDC) highlighted that around a quarter (24.9%) of Americans no longer have home telephones, and warns that the potential for bias due to undercoverage remains a 'real and growing threat' to surveys.

To address this, the Ipsos US Express Telephone Omnibus now offers cell phone dialling, in order to improve the firm's weekly survey of public opinion and consumer attitudes across the United States. Spanish interviews have also been added.

'We were among the first to offer Spanish completes as part of our standard telephone omnibus so we are taking a similar approach with the addition of cell phone dialing as wireless usage continues to grow,' explains Chris Deeney, SVP of Ipsos Public Affairs' Omnibus Division. 'Adapting to changes in the population is a continuous challenge for us, as we strive to maintain a high level of quality for all of our research.'

Web site: www.ipsos-na.com .