Using text messages in US mobile phone surveys

Attempts to interview the general population using cell phones have revealed underlying weaknesses. Noncoverage is severe because all persons who rely solely on fixed-line telephones are excluded. Nonresponse stemming from the difficulty of contacting potential respondents and convincing them to participate also increases. Only the spread of mobile technology will remedy noncoverage. This article presents the results of an experiment that tests the effectiveness of sending text messages to improve non-response. The results give little support to our hypothesis that sending an advance text message would make contacting respondents easier. Other outcome rates do show positive effects. We also discovered that the act of sending the text message provided valuable data about the sample unit. This outside information, similar to the information traditional telephone surveys obtain from directories, indicates whether a mobile number is in service and allows researchers to adapt their calling rules to achieve greater efficiency.