Survey research with a random digit dial national mobile phone sample in Ghana: Methods and sample quality

Abstract

IntroductionGenerating a nationally representative sample in low and middle income countries typically requires resource-intensive household level sampling with door-to-door data collection. High mobile phone penetration rates in developing countries provide new opportunities for alternative sampling and data collection methods, but there is limited information about response rates and sample biases in coverage and nonresponse using these methods. We utilized data from an interactive voice response, random-digit dial, national mobile phone survey in Ghana to calculate standardized response rates and assess representativeness of the obtained sample.Materials and methodsThe survey methodology was piloted in two rounds of data collection. The final survey included 18 demographic, media exposure, and health behavior questions. Call outcomes and response rates were calculated according to the American Association of Public Opinion Research guidelines. Sample characteristics, productivity, and costs per interview were calculated. Representativeness was assessed by comparing data to the Ghana Demographic and Health Survey and the National Population and Housing Census.ResultsThe survey was fielded during a 27-day period in February-March 2017. There were 9,469 completed interviews and 3,547 partial interviews. Response, cooperation, refusal, and contact rates were 31%, 81%, 7%, and 39% respectively. Twenty-three calls were dialed to produce an eligible contact: nonresponse was substantial due to the automated calling system and dialing of many unassigned or non-working numbers. Younger, urban, better educated, and male respondents were overrepresented in the sample.ConclusionsThe innovative mobile phone data collection methodology yielded a large sample in a relatively short period. Response rates were comparable to other surveys, although substantial coverage bias resulted from fewer women, rural, and older residents completing the mobile phone survey in comparison to household surveys. Random digit dialing of mobile phones offers promise for future data collection in Ghana and may be suitable for other developing countries.

Effect of airtime incentives on response and cooperation rates in non-communicable disease interactive voice response surveys: randomised controlled trials in Bangladesh and Uganda

“…We computed contact, cooperation, refusal and response rates using guidelines established by AAPOR to allow for standardisation of outcomes and comparability with similar studies in LMIC settings 22. Our observed contact (39%) and response (31%) rates respectively in control arm participants were similar to those observed in a nationally administered RDD IVR survey of persons aged ≥18 years in Ghana where no incentives were provided 15. However, we observed higher refusal rates in Bangladesh (21%) and Uganda (19%), and lower cooperation rates, 29% and 45%, respectively, than what was observed in Ghana (refusal rate=7%; cooperation rate=59%).…”

“…These surveys include interactive voice response (IVR), where a participant uses a mobile phone keypad to enter responses to a prerecorded and automated questionnaire. IVR surveys have been used to collect subnational13 14 and national estimates15 of health and demographic indicators in LMICs. However, optimal implementation of MPS in these contexts remains poorly understood, particularly in regard to increasing participation rates and ensuring equitable data collection from different population segments 16.…”

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“…Similarly, Feiken and colleagues (2010) and Zafar and colleagues (2010) found evidence for recall bias during inperson surveys for diarrhoea, which we also see in our novel SMS survey [14,15]. Finally, L'Engle and colleagues (2018) found a substantial association of demographics, such as education, on response rate in their SMS survey, but, due to their use of uninformed participants, had a low response rate [7]. Our use of informed partipants resulted in a higher response rate.…”

“…Those with higher education were more likely to respond, with those who had progressed beyond the primary stage of education responding at a rate 11•7ppd higher than those with primary education or below. This nding was also seen in L'Engle and colleagues (2018) study on demographic and health surveys Ghana [7]. L'Engle and colleagues surveyed a nationally representative sample using an eighteen question demographic and health survey to determine response rates to a mobile phone survey [7].…”

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“…The mobile phone numbers were selected using the random-digit dialing (RDD) technique to get first connecting mobile phone numbers. RDD is generally used in order to get representative samples for population research by means of mobile phone numbers (L'Engle et al, 2018).…”