Why Colmar Brunton has ditched the landline for political polls

Author
Newstalk ZB,
Publish Date
Tue, 16 Mar 2021, 5:46PM
(Photo / Getty)
(Photo / Getty)

Why Colmar Brunton has ditched the landline for political polls

Author
Newstalk ZB,
Publish Date
Tue, 16 Mar 2021, 5:46PM

Dumping landline surveys won't stop Colmar Brunton's poll capturing all of New Zealand.

The company's latest poll has ditched house phone calls, and now makes contact through mobile phones and online polling.

Concerns have been raised about whether older generations are able to be contacted.

But Kantar head of analytics Jason Shoebridge told Kerre McIvor they have a harder time getting young people to respond.

"Older generations are a little bit easier, but in terms of doing this poll, we make sure we quota so we are getting a representative sample of New Zealanders which we tie back to the Census." 

He says they are ensuring that young and older people can take part.

"We have maintained calling in respect of the political poll, and we are even now calling mobiles, because it does give us a robust methodology."

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