Random-digit dialling in the UK: Viability revisited

Abstract

A main obstacle to using telephone methods for social surveys in the UK has been the inability to select a representative and unbiased probability sample of the general population. However, recent changes in the UK telephone numbering system and advances in telephony software appear to provide the means for using random-digit dialling (RDD). This paper presents the results of a study designed to test the feasibility of RDD. The focus is on the sampling method, but we also assess other aspects of the RDD survey method, in the context of a total survey error framework. Although we conclude that RDD is now a viable survey method in the UK, further research and development is advocated to improve the efficiency of fieldwork and response rates.