Redirected Inbound Call Sampling (RICS)

In: The public opinion quarterly: POQ, Band 83, Heft 2, S. 386-411

Abstract

Redirected Inbound Call Sampling (RICS) is an emerging, nonprobability sampling methodology in which calls to nonworking numbers from callers throughout the United States are redirected to a telephone survey recruitment protocol and data collection system. The use of automated, interactive voice response technologies to recruit, screen, and collect data achieves significant cost savings and greatly reduces the time of fielding a survey compared with traditional dual-frame random-digit dialing (DFRDD) surveys that use interviewers for recruitment and data collection. The implementation of RICS that we fielded resulted in respondents who match some demographics of the population about as well as DFRDD telephone surveys. However, we demonstrate some non-ignorable challenges with measurement error in certain types of questions that arise from primacy effects associated with using an interactive voice response system for data collection. We present the results of a RICS study that was designed to better understand the reliability and validity of the data these surveys generate. The investigation presented in this manuscript is a first step to evaluating if RICS can be a fit-for-purpose solution for some survey needs. Our data suggest there is sufficient promise in the RICS methodology to warrant continued development and refinement.