Marketing Research Industry leaders concerned about the impact of Cell Phone only Households.

Virtually every one of the marketing research executives recently asked about cell phone only households and their impact on marketing research expressed concern. Most feel this issue is only in its infancy stage, somewhat under the radar. Right now it appears to be a bigger issue for polling than for general market research. But this is expected to eventually challenge the credibility of all telephone research.

This study was conducted by the MRA in late June 2008 as part of the Research Industry Index, which is fielded quarterly among owners or senior level management of marketing research companies and clients. Interviewing was completed online, via a survey hosted by Authentic Response. Reporting was completed by Cooper Roberts Research. Questions regarding cell phones were asked

Many participants commented on cell phone only households making telephone interviewing more difficult and more expensive. They felt that this will accelerate the move to online surveys or mixed mode.

Another concern was the fact that more and more B2B surveys are being done on cell phones.

Some participants feel the problem will go away once U.S. cellular providers adopt flat rate pricing, similar to other countries. But they failed to address legislative, privacy or liability issues. Flat rate pricing may eliminate one of the tests applied by regulators, but it is uncertain as to the regulatory response to a change by providers.

For more information at http://www.mra-net.org>