Are Demographics Adequate Controls for Cell-Phone-Only Coverage Bias in Mass Communication Research?

Brendan R. Watson, Rodrigo Zamith, Sarah Cavanah, Seth C. Lewis

Research output: Contribution to journalReview articlepeer-review

5 Scopus citations

Abstract

Cell-phone-only (CPO) households differ along key variables from non-CPO households, creating potential coverage biases in landline-only random-digit-dialing (RDD) surveys. Researchers have attempted to correct for this by weighting their data based on demographic differences. Previous research, however, has not examined CPO coverage biases in media-use surveys - an important oversight as cell phone use is itself a media choice. This article presents a secondary analysis of Pew's 2012 media consumption survey and concludes that demographics alone are not adequate controls for the CPO bias in media-use surveys.

Original languageEnglish (US)
Pages (from-to)723-743
Number of pages21
JournalJournalism and Mass Communication Quarterly
Volume92
Issue number3
DOIs
StatePublished - Sep 1 2015

Keywords

  • cell phone
  • coverage bias
  • methodology
  • mobile
  • online surveys
  • sampling
  • surveys

Fingerprint Dive into the research topics of 'Are Demographics Adequate Controls for Cell-Phone-Only Coverage Bias in Mass Communication Research?'. Together they form a unique fingerprint.

Cite this