Are Demographics Adequate Controls for Cell-Phone-Only Coverage Bias in Mass Communication Research?. (September 2015)

• Record Type: Journal Article
• Authors: Watson, Brendan R.; Zamith, Rodrigo; Cavanah, Sarah; Lewis, Seth C.
• Is Part Of: Journalism & mass communication quarterly. Volume 92:Number 3(2015:Sep.)
• Page Start: 723
• Page End: 743
• Publication Date: 2015-09
• Subjects: coverage bias -- cell phone -- mobile -- surveys -- online surveys -- sampling -- methodology; Journalism -- Periodicals; Mass media -- Periodicals; Communication -- Periodicals; Journalism -- United States -- Periodicals; Journalism -- Bibliography -- Periodicals; 070
• DOI: 10.1177/1077699015589187
• Languages: English
• ISSNs: 1077-6990

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.