Sampling frames for telephone surveys in Europe

Abstract

Introduction: When drawing samples, transnational market research surveys face the key problem of how to apply equivalent standards using the available sampling frames. In contrast to scientific research, which is often allowed to draw samples from the population registers (Häder et al. 2009: 184), commercial research has to rely on sources that are available to the general public. From the point of view of market research, the fundamental considerations concerning workable and equivalent sampling strategies need to be extended by the dimensions of their being accessible and available in the first place.